MARCH 2014

USING SOCIAL MEDIA CONTESTSTO INCREASE SALES AT RUNSPECIALTY

1.CASE STUDY

Implementing contests on your social media channelscan be a great way to engage your audience. Theygive back to your community by providing incentivesand entertainment. If executed correctly, they cancreate profitable sell through opportunities duringsome of your slower periods.

In this case study we look at the results of two differenttypes of Facebook contests implemented with twoseparate Run Specialty retailers. These promotionswere held in conjunction with staff sales contests aswell as social runs and races.

MARCH 2014

2.CASE STUDY

Details: With Fleet Feet we implemented a referralssweepstakes contest for 2 weeks on their Facebookpage. The contest encouraged their audience to enter thesweepstakes and upon completion, prompted them toshare it with their friends. Their audience was rewardedfor sharing the contest details and could collect a smallprize at any of Fleet Feet’s participating locations. TheFacebook contest was held in conjunction with a salescontest for staff as well as an in store promotional eventat one of their locations.

Results: 46% increase in revenue (Saucony sales only)YOY 03/13 vs 03/14116 Emails collected 50 referrals 439 unique visitors viewed the campaign

Conclusion: The combination of the Facebook contest,staff sales contest and in store event contributed to theoverall increase in revenue. When compared to similarpromotions that did not included the Facebook contest,this promotion resulted in a more significant increase inrevenue.

MARCH 2014

3.CASE STUDY

Details: With iRun, we implemented a photo(selfie)contest. The contest ran for 2 weeks and wasorganically promoted daily on their Facebook page.Their audience was prompted to submit a St.Patrick’s Day themed selfie to enter. The Facebookcontest was held in conjunction with a staff contestas well as a social run and road race.

Results: 40% Increase in revenue (Saucony salesonly) YOY 03/13 - 13/1445 - emails captured327 unique visitors viewed the campaign

Conclusion: The photo contest did not have thesame level of engagement as the sweepstakescontest. Their audience mostly engaged with thecontest at the social run and road race. However,when combined with the staff sales contest, socialrun and road race the campaign resulted in afavorable increase in revenue.

MARCH 2014

4.CASE STUDY

Pairing well thought out Facebook contests with othercomponents can be a great way to drive sales duringslower periods. Consumers will always follow the path ofleast resistance, so if your goal is to engage youraudience while acquiring their Email then thesweepstakes is the better option. If your goal is to haveyour audience engage with you at a social run or roadrace, the photo contest is a great way for your businessto be a part of the event experience. This also providesan opportunity to drive participants back to yourFacebook page and ultimately your stores.

Quick Tip: With the major decline in Facebook's’ organicreach, implementing paid advertising will increase thereach and effectiveness of your contests. Sharing andhosting the contest on multiple social platforms (Twitter,Instagram etc.) are also great ways to increase theeffectiveness of this type of promotion. It's important tomake sure that your contest does not come across asspammy. Instead, your objective should be to engageyour audience and provide value.Here are some app recommendations that will help youhost contests - Offerpop, Heyo and Woobox.