The power and the benefit of hosting a contest is "Entrants will inadvertently become ambassadors for your brand" (Astuti, 2019; Marse, 2013). So, entrants will automatically help us to raise our brand or company.
We all know that in this modern era, business competition is very fierce. Every brand or every company is trying to raise their image in society. One way to raise their brand's image in society is by make a marketing advertising. If we talk about that, there are so many types that we can choose. I think the best one is Hosting a Contest.
WHY HOSTING A CONTEST?
Hosting a contest actually is one of old fashioned ways of marketing, but this way is still successful nowadays. Hosting a contest means that company makes a contest and host it.
The contest will be joined by entrants which is depends of company's target, for examples students, women, mothers, and so on. The contest usually challenge the entrants to make a video, picture, or other things, and then entrants will post it on social media, like Instagram. But, before we can join the contest, usually the organizer will ask us to follow the organizer's Instagram account and share the poster on Instagram story and also mention 3 people to also join the contest.
After that, The contest also usually ask the entrants to collect likes as many as possible they can, so the entrant will mention or ask their friends to like and help them to win the contest. By this way, when many people share about the same contest, they will influence their followers to search what contest is happening and who is the organizer. Automatically, the entrants will be the brand's ambassadors.
When a company wants to use this advertising type, my suggestion is you have to be consistent. Consistent means that company will always make the contest, for example always make the contest once a year, or always make the contest in August which is identical with independence day. This Consistent on the contest will be a sign about your company, so people will easily to know the brand.
The above statements are the reasons why hosting a contest is the most favourite advertising type in this modern era.
Reference:
Publication of limited circulation, Unit 13- Advertising
