March 13th, 2023

​The power of contests
Want to supercharge your following on social media? Or expand the trove of guest data you have at your fingertips? Try hosting a contest or giveaway. According to a study from Tailwind, this one move can help you boost your following 70 percent faster in three months than if you hadn’t hosted a contest at all. A recent report from Entrepreneur suggests restaurant operators follow these rules for launching successful contests: Make it easy to run. Make it easy for guests to take part in it. Consider it not as an end goal but part of a larger strategy to support your marketing efforts (engagement or lead generation, for example). Finally, communicate the contest end point and result with guests upon the contest’s completion. Let what is happening in your restaurant guide your contests. Looking to change your lineup of wines by the glass? Challenge your guests to suggest their favorite wine to be added to the menu. Looking to test the popularity of a new shareable appetizer board? Invite guests to like your Instagram or Facebook page for a chance to win a free one to share with friends — then ask for their feedback about it. Toast suggests a contest idea that can help a small restaurant rapidly expand its social media engagement: If you have a signature item on your menu, challenge people to vote for the one they want to eat that weekend. (Toast mentioned a small breakfast restaurant that challenged guests to take part in a Waffle Off, for which guests submitted their favorite waffle variety and the person who suggested the option that received the most “likes” won a free waffle that weekend. Even if just a few people vote, their sharing of the contest on Facebook generates exponential attention for the promotion.)

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