STAY COMM

In today's world of information overload, getting the attention of a potential customer requires creativity.  It's true that email marketing continues to be an effective way to reach a massive number of customers and prospects at a time, but we are all familiar with the drawbacks.  Purchasing lists is expensive and often not targeted enough to be effective, and even opt-in lists within a company's database are subject to fatigue if marketers aren't careful.

Fortunately, the Internet gives organizations many avenues towards lead generation.  One particular strategy, creating contests to engage an audience and generate leads, is now feasible for companies of all sizes thanks to a few easy-to-use platforms that have recently emerged. 

Promotional marketing is nothing new - many of us fondly recall the days of cutting out bar codes from cereal boxes and peeling the labels off of Pepsi bottles to participate in contests and sweepstakes - but it was once reserved for big corporations that had the capacity (read: money) to administer, track, and award prizes for contests.  However, thanks to advancements in technology, even small Mom 'n' Pop shops can run effective contest campaigns to increase brand awareness and provide a dynamic experience for their audience. 

There are several new platforms that help brands of all sizes to simply create, automate, and execute powerful online contests at little-to-no cost.  Here is a brief rundown of 4 online contest platforms that are quickly gaining visibility in the niche space:

Strutta is the front-runner here because of its simplicity.  They offer a Basic (Free), Pro ($499), and Custom plan that allows companies of all sizes create dynamic contest campaigns in minutes.  One of the key features of the Strutta pricing structure is that they charge per-lead and offer a la carte pricing for the Basic version for things like ad-free, custom CSS, and custom domain, creating a win-win situation for themselves and the user.  The UI is clean, simple, and unintimidating, allowing even the smallest organizations and most technologically inexperienced users to create a professional and effective contest campaign.

Wildifre comes in second to Strutta only because it takes a tech-savvier individual to use it.  At its core, Wildfire is an application that integrates with social networks like Facebook, Twitter, and Ning to create truly interactive and viral experiences that "spread like wildfire" (cleverness points).  Wildfire has received tons of recognition as of late from major credible influencers like BusinessWeek, CNET, and TechCrunch, making it a top choice for companies that have or want to build a strong online presence.  Like Strutta, Wildfire's solutions run the gamut from basic, low-cost options for small-scale initiatives to customized campaigns for large enterprises.

ContestMachine is a low-end solution for a contest campaign, but it proves to be very effective for individuals and small businesses.  They offer a free version, and even the most comprehensive package costs a mere $175 a year, making ContestMachine a low-risk option for brands and individuals with a light marketing structure who want to dabble and test the idea of contest campaigns.   It's a great solution for bloggers!

We're a little confused about Votigo.  At STAY COMM we are fans of streamlined, on demand products that are easy to use and understand.  While Votigo seems like it has a good product and some notable clients (Sharpie, Gamefly), the product site itself may be confusing for a novice.  Like Wildfire, they offer Facebook integration  With the absense of visible pricing information on their site, Votigo turns away users that are eager to get started right away.  However, their case studies would boost the confidence of any potential user, and if you don't mind having to call and talk to an actual human being to set it up, Votigo looks like a good option.

For insight and ideas on how to generate leads, engage users with your brand, and create buzz via contests, contact Sarah[at]stay-comm[dot]com.