Boost customer relatiohsr sales with online contests

f ooxtNc FoR wAys to increase traffic on your compaI-lny's website or Facebook page? An online contest can encourage customers to return to your site-and even get them to share it with others.

"Years ago, contestants mailed their entries and photos in," says Chris Fox, marketing manager at Universal Forest Products. "Those days are over with the advent of turnkey website tools."

For the past three years, UFPI has run its best deck contest through its Deckorators website. "We don't want to exclude builders or d-i-yers that aren't currently using Facebook," he says. "This may change in the near future with more builders promoting their business through social media activities."

Conducting the contest through its website also allowed uploading of large photos and comments from builders and consumers without any restrictions. "Facebook places certain restrictions on contests and sweepstakes, which can be a significant hurdle," says Fox. "You must use an approved Facebook application or risk having your account suspended."

However, submitted photos are periodically posted on Deckorator's Facebook fan page, as are contest winners. Past contest photos are also posted on Deckorators' Flickr page. By using more than one kind of online media, UFPI ensures that online visitors remain interested and engaged-in both the contests and in the company's products.

A successful contest will encourage communicating, subscribing, and sharing-all of which will increase traffic to your company's site. Just make sure social media buttons are prominently displayed and easy to use. Another way to build traffic to your site is to let online visitors rate contest entries, but be prepared to handle and post the feedback.

Viance keeps online visitors interested in its Ecolife Fish-More Deck Challenge by awarding monthly prizes. Professional deck builders and d-i-y-ers enter the contest by submitting photos and material receipts through the Ecolife website. The best entries are posted online, showcasing the company's decking products.

"We are excited to review the creativity of deck builders and homeowners across the country," says Christopher Kollwitz, director of marketing at Viance.

Once the final prizes have been awarded, Viance maintains interest in the Ecolife brand by posting photos of the best entries-providing inspiration for potential customers and creating an audience for the next contest.

Building and maintaining a fan base is one of the main reasons to conduct an online contest. That was the goal of CertainTeed's contest, which is conducted on its new Living Spaces Facebook page-which, in turn, promotes the company's exterior building products to consumers.

"This is our first major effort at social media," says Ken Warshaw, director of marketing communications for CertainTeed's siding products group. "Building our Facebook community was the motivation for the contest."

As for dealing with Facebook restrictions, he says that apps from third-party companies are needed to run contests on any social media site.

ACCEPTING SUBMISSIONS online has made participating in and operating contests, such as TimberTech's Deck Disaster promotion, easier than ever.

To enter, homeowners upload 30 to 90 second videos showing why their home needs a facelift. To keep online visitors engaged, the top l0 videos will be chosen by Facebook users. CertainTeed will select the grand-prize winner, who will receive exterior building productsincluding installation-and star in a "webisode" series that will be available on CertainTeed's Facebook page and