Running a prize competition is one thing. Getting people to actually enter it? That's the hard part. I've seen loads of operators struggle with this, so here's my take on what actually works.
And before the marketing gurus come at me – this is practical stuff, not theory.
Where Your Customers Actually Are
Let's start with the obvious: you need to be where your potential customers spend time. For UK competition entrants, that's primarily:
- Facebook – Still massive for competitions. Groups, pages, ads all work
- Instagram – Great for visual prizes (cars, holidays, luxury items)
- TikTok – Younger audience, growing fast
- Competition forums and sites – People actively looking for comps
What Actually Converts
1. Show Real Winners
Nothing sells tickets like proof that real people actually win. Photos of winners collecting prizes, video testimonials, tagged posts from genuinely happy customers – this stuff is gold.
Don't have winners yet? Be honest about being new, and document your first draws extensively.
2. Live Draws
Going live to pick winners builds trust AND acts as free advertising. People share live draws, tag friends, and it shows up in feeds. Do these consistently and well.
3. Urgency That's Not Fake
"Only 100 tickets left!" works when it's true. "Last chance!" loses impact when you've said it for three weeks straight. Create genuine urgency through actual deadlines and limited tickets.
4. Clear Prize Presentation
Professional photos of the prize. Clear value statement. Obvious odds. People are scrolling fast – make it immediately obvious what they can win and what it costs.
Paid Advertising Tips
Facebook/Instagram Ads
These can work brilliantly but burn through budget fast if done wrong. Start small, test multiple creatives, and track your cost per ticket sale obsessively.
Target lookalike audiences based on existing customers once you have data. Cold targeting is expensive.
Google Ads
Tricky for competitions – lots of restrictions. But can work for branded searches and specific prize types. Don't expect this to be your main channel.
Influencer Marketing
Can be effective but choose carefully. Micro-influencers in relevant niches often beat big accounts with generic followers. And for God's sake, make sure they disclose it's an ad.
Organic Growth Strategies
Build a Community
A Facebook group or engaged Instagram following is more valuable than any ad spend. These people become repeat customers and bring their friends.
This takes time and consistent effort. Post regularly, engage with comments, share behind-the-scenes content.
Referral Programmes
"Share with a friend and get a bonus entry" works. Just make sure your terms are clear and you can actually fulfil the bonus entries.
Email Lists
Old school but still effective. Collect emails from entrants (with permission) and notify them about new competitions. People who've entered before are way more likely to enter again.
What Doesn't Work
- Spamming – Posting your competition in unrelated groups will get you banned and damage your reputation
- Fake scarcity – "Only 10 tickets left!" when you actually have 5,000. People aren't stupid
- Aggressive DMs – Messaging people who haven't asked to be contacted. Just don't
- Copying competitors exactly – Your brand needs to stand out. Be inspired by others but find your own voice
Budget Realities
Here's what nobody tells new operators: customer acquisition is expensive. Expect to spend significant money building brand awareness before seeing consistent returns.
A rough benchmark: if your average ticket price is £5, you might need to spend £2-3 in marketing to sell each one initially. As your brand grows and you get organic customers, this should drop.
My Top Recommendations
If I was starting a competition business tomorrow:
- Focus on Facebook initially – biggest audience, best targeting
- Document everything – build a library of winner content from day one
- Go live regularly – builds trust and gets free reach
- Build an email list immediately – your most valuable asset
- Reinvest early profits into marketing – growth now pays off later
The Bottom Line
There's no magic formula. Success comes from consistent effort, genuine engagement, and building trust over time.
The operators who succeed long-term aren't necessarily the best marketers – they're the ones who treat customers well, deliver on promises, and keep showing up.
Do that, and the marketing becomes much easier.
