‘How do I increase my social following?’ Is a question businesses ask us a lot, thankfully there are many tried and tested strategies to choose from – a competition is one of the most popular.
Offering luxury holiday accommodation along the North Norfolk coast, The Blakeney Cottage Company wanted to increase their social media followers and email subscribers….
A competition was the ideal solution, but it was important to integrate brand messaging and find a suitable prize which stood out from the usual ‘win a cottage break’ competitions we see so often in the media.
To ensure they had a prize which suited their target market, they teamed up with national retailer Joules to get £250 worth of vouchers.
Finding the right prize was crucial for James, Blakeney Cottage Co Director, as competitions that succeed are those which appeal to an audience’s lifestyle and interests. Joules clothing and homeware has an outdoorsy, luxury feel, so combining this with a three night stay in one of The Blakeney Cottage Co’s superior holiday homes suited their brand perfectly.
Timing and Seasonal Strategy
The competition ran for the first two weeks in December and ended a week before Christmas. Timing was key here as this one week gap enabled James to keep entrants on the edge of their seats before announcing the winner on Christmas Day.
This meant participants would be checking The Blakeney Cottage Co Facebook page on one of the most important days of the year. As most people spend Christmas Day with family and friends, seeing Blakeney’s page would have left them planning holidays and get-togethers for the year ahead.
Putting their Brand in the Spotlight
Once the prize and running dates were in place, we then had to ensure the right design and messaging was incorporated. Compelling content was needed to put the Blakeney brand in the spotlight.
With the right messaging, we attracted entrants who were interested UK holidays and likely to book a North Norfolk break.
The Facebook banner we created (above) highlighted a cosy cottage feel to show off the winning cottage break’s lounge and encourage winter bookings. The ribbon and presents drew on the fact that Blakeney Cottage Co were offering their target market a Christmas present.
Short and Simple Wins the Entrants
You’ve heard the phrase ‘slow and steady wins the race’ – in the case of social media, keeping things short, simple and snappy grabs attention, increasing likes and shares.
The entry form was designed as short as possible, with just name, postcode and email address fields – we didn’t want to lose potential entrants at the last hurdle. However, that didn’t mean our form couldn’t be quirky and compelling rather than cold and impersonal.
We ask entrants to tick a box if they had an interesting story to tell about North Norfolk. As well as linking the form back to The Blakeney Cottage Co brand, this enabled James and his team to obtain key contacts and create unique content.
This also created the opportunity for James to collaborate with local businesses, promoting the Blakeney area and his accommodation.
Promoting for Maximum Exposure
Promotion is the most important stage of any competition. After all, it’s no good having the perfect prize and messaging if it doesn’t reach your audience.
Promoted posts on Facebook and updates across all social media platforms were our first port of call, before creating an e-mailer.
The competition gave Blakeney’s email a personal touch, encouraging repeat custom without coming across too ‘sell, sell, sell’.
With careful planning The Blakeney Cottage Company’s competition reached over 85,000 potential new customers through Facebook alone.
Over 4,000 competition entries has extended their email list and given us over 600 people to speak to for interesting content.
In addition, over 5,000 Facebook users liked, commented or shared the competition post and Blakeney’s Facebook and Twitter pages received an additional 2,000 followers.
Increased engagement has put their brand in front of a wider audience and expanded their reach. This has led to more referral traffic and ROI.
“My company has used Mitra Marketing (formerly KPI) for the last four years and have been very happy with the results they have helped us achieve for both SEO and Social Media marketing. They are all really nice people and easy to work with and our expectations have been exceeded on all fronts. If you are looking for someone to help you with your business marketing I highly recommend giving Mitra a call!”
James Player, Managing Director, The Blakeney Cottage Company
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Fancy a relaxing getaway to North Norfolk? Visit <a href="http://www.blakeneycottagecompany.co achat viagra paris.uk/” target=”_blank”>The Blakeney Cottage Company website to find your perfect retreat and book your holiday.