Ah, the Blog Contest. Who doesn’t love a good blog contest. You may be think from the title and first words (and perhaps the by line) that this will be a bit of biting criticism calling out the blog industry for selling it self short. Or perhaps you think it is ridiculous self promotion for our current blog contest. Well, this is neither. It is the perspective of those two people who can agree on one thing: Blog Contests work!
One of the values at Schipul is Win/Win. This means that in an interaction or agreement or business-dealing, both sides walk away feeling like they have gained something. When we do work for our clients, we earn their business, and in turn they are provided with a service they need. The Blog Contest is, on most scales, a true example of Win/Win.
The Blog owner can be seeking PR, attention, an urge for traffic, or perhaps they just have extra stuff. To accomplish their goal, they can utilize traditional advertising, but this does not always help them reach their audience in a fun and interesting way. Even online advertising can be a poor fit for the audience or the budget. The flexibility of the Blog Contest allows you to give away pretty much anything, from a Wii Fit to netbooks to cat T’s.
From the reader perspective, generally very little is asked of you. Leave a funny comment, become a fan on facebook, mention something on twitter, etc. Much of the time your odds of winning are quite good compared to a business card fishbowl or a clearing house sweepstakes. And generally there is a high amount of transparency in seeing who wins. Unless a contest gets out of hand (see Wii Fit above), then the contest is contained to the community of people who read the blog, with maybe a few outsiders who are just around for the contest.
Even after a winner is announced, many great things have happened. Either a new reader has won something, which may keep them coming back as a reader, or an old reader has won something, which rewards them for being a part of the conversation. Attention is gained at a cost (like all advertising), but in this case the readers profit, not an Ad agency. Aside from some twitter contests which can be quite annoying (i.e. planet-orbiting-berry), the old-fashioned blog contest is a Win/Win event.
In all seriousness, these contests are really good for everyone and are turning into a great advancement in online economics. The scale of costs and attention help to create a happy event for all involved. A small giveaway creates a small burst of traffic, and giving away something large can create bigger waves on the internets. As a blog creator, you control the size and expense. As a blog contestant, you can control what contests you enter, and what is worth your time/attention/info. Everyone remains in control, traffic goes up, and someone is a winner.
In the words of Michael Scott, this is Win/Win/Win. One Win for the blogger, one Win for the contestants, and a Win for me for explaining it here and encouraging you to create a blog contest. There’s another Win too if you follow me on twitter, because all of my followers are winners.