6 Reasons Why Your Facebook Contest Failed
So it tanked. It bombed. No, I'm not talking about the latest reality show, but rather your much anticipated Facebook contest. The marketing department was excited, the C-suite signed off. You carefully crafted messaging, creative and an offer you thought couldn't be refused. The strategy was created, collateral was designed and tested, and plans were approved. The day comes to launch and there's terrific anticipation for what will be.
And nothing happens.
So, first things first: Many of us have been there at least once. The results aren't only disappointing, but oftentimes downright baffling. Dig a bit deeper however and an explanation typically emerges. The best course of action is to go back to the campaign's goals and strategy to see what aspects may have been overlooked. After all, the latest features, functions and shiny creative mean nothing if certain fundamental elements aren't included. Take a moment to make sure one or more of these common errors didn't occur:
1. You forgot to tell people about it. Seems obvious, but this is the No. 1 reason no one participates. Did you send out an email? Promote the event in-store? On your website? Did you properly message your existing Facebook fans? Did you encourage them to share the opportunity with friends and followers? It can be easy to focus on the features and functionalities of your campaign and lose sight of the fact that just because you built it doesn't mean they will come. Remember, individuals typically need to see something three times before they act, so be sure to keep communicating about your offer.
2. You required too much from participants. If you asked an individual to disclose too much personal information or perform more than three steps to register, enter and share, chances are you lost a good chunk of the audience. Keep things as simple as possible — get the information you need without contributing to internet ADD.