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Flori chats with Suki from OrigamiGlobe about how to drive ROI through digital competitions.

In this episode, Flori asks Suki all the hard questions on the ins and outs of creating a lucrative digital competition for your small business. Suki takes us through the step by step process she follows with her clients to build successful competitions that drive revenue.

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TUNE IN TO HEAR ABOUT

  • What competitions can do for your business
  • The steps to create an engaging competition
  • Case studies of how businesses have successfully used competitions
  • Suki's two must hear pieces of advice when running a business

 

 

ABOUT SUKI

She's a self-confessed competition nerd and guru on all things giveaway. And she channels all this wisdom thorugh her business OrigamiGlobe where she help startups and small businesses leverage the incredible power of competitions to help them launch, market and boost their businesses. In short, she shows business owners how to run compelling competitions that get real results.

 

 Suki-Sitting-On-Bench

 

CONNECT WITH SUKI

Website: https://origamiglobe.com/
Instagram: @origamiglobe
Facebook: @origamiglobe

 

TRANSCRIPT

Flori Pyke: [00:00:46] Welcome to Episode 43 of the Raising Her Game Podcast. And it's Flori here. And I have to say, are you excited about today? Because I really am. And you should really be, because I have come across the coolest expert in town if I might say so myself. She actually came recommended to me, by Helen and Jacqui from Two Girls and a Laptop, so shout out to you ladies. And as a digital marketer myself, when they suggested I connect with you, I was like wow, I've never come across such a thing, such a person, such a niche expertise, and without further ado I want to extend a massive welcome to Suki who is the head honcho at OrigamiGlobe. And before I hand over the reins to you Suki, I just want to give a little bit of background info on you. So, she's a self-confessed competition nerd and guru on all things giveaways. OK. And she channels all this wisdom throughout her business OrigamiGlobe, where she helps startups and small businesses leverage the incredible power that are competitions to help them launch, market and boost their businesses. So, in short, she really helps business owners how to run compelling competitions that get real results and revenue. I can see that is like a big thing for you, is that right Suki?

Suki Harrison: [00:02:14] Yeah, a 100 percent, yeah.

Flori Pyke: [00:02:15] I love it. Now you must be in a niche where you have very few competitors. Correct me if I'm wrong.

Suki Harrison: [00:02:22] Yes yes. So I guess my biggest competitors are just other marketing agencies who offer alternative marketing strategies, but to be honest, I believe that the pie is big enough for everyone. [Flori Agrees]. I usually just end up working with these people, but as far as I know, correct me if I'm wrong there are no other specific competition experts out there.

Flori Pyke: [00:02:43] No. Well that's it. Right? So when Helen, and Jackie recommended that I check you out, and I did. I was like wow this is so cool, because I've never come across a person who is such an expert, in such a specialised area of digital marketing. And I can see how there is such a demand for something like this. So props to you, I think you've uncovered a wonderful gap in the market.

Suki Harrison: [00:03:10] Yeah. it's been really awesome introducing competitions to small businesses, because generally the response that I get like oh yeah we did one of those didn't work. And so then we start a conversation about their marketing goals in general, and their business goals, and then kind of show them that OK cool well it's kind of like a puzzle, you know if you just jam the pieces in anyway of course it's going to look like a mess, but if you put the right pieces to go in the right places, and you end up with this beautiful picture. So yeah, it's been really interesting I suppose as well my business is like a two-step thing. So I have to explain to people the usefulness of competitions, and how

Flori Pyke: [00:03:46] OK there's an education process here, is that what you're saying?

Suki Harrison: [00:03:49] Yeah, definitely.

Flori Pyke: [00:03:50] OK. And I can see that, you know it's interesting you say that. Yesterday in fact I was speaking with someone, she's got a business called the Uniform Stylist, and she was expressing a similar challenge in her business, which the exact same thing. You know there is a big unknown around the process of how this works. And I was saying the same thing that you just said that, that's where you know for yourself as a business owner and a marketer you've got, you have a responsibility to educate the prospect around how that process works, you can't just assume, or hope that they're going to guess it, on how this all works. Right?

Suki Harrison: [00:04:29] And I guess that's why I think, a big part of our marketing for our business as well is content marketing. So we get a lot of customers attracted from Google, that people search you know how do I run a competition, or how do you run a proper competition, what are the rules? So that's like a huge area that we educate businesses on the rules and the right way to do a competition.

Flori Pyke: [00:04:49] Love it. OK. So I want to get into some of the hard questions now, you know as a digital marketer here. I'm just hanging out to pick your brains on this stuff. So, and I'm going to ask some questions for our listeners, and then also you know I am going to be a bit selfish, because I want to know for myself but I know this will help our listeners, and our audience a lot being small business owners as well. Really broadly speaking though, before we kind of dive into the specifics around competitions. Can you give me some examples and our listeners some examples around, exactly how powerful competitions can be, like what can they do for your business when they are done well?

 

WHAT COMPETITIONS CAN DO FOR YOUR BUSINESS

Suki Harrison: [00:05:28] Yep sure. So my response to that question is what can’t they do for your business. If you have a problem that you want to solve or a goal you want to achieve then competitions can help you get there. So, say for example your launching a product and you need some feedback from your target market. You can create an incentivised survey with a competition attached, to encourage people to complete the survey, and you get a higher completion rate, the higher engagement rate, and little list building because of the way that you target your competition, you'll be building a target database that you can then market to once the product is launched. On the other end of the scale say for example you have a super successful T-shirt business, and you run out of slogans and you want to crowdsource slogans from your target audience. You can just launch a super simple competition on Facebook, get people to comment, and get people to like their favourite slogans, and then hey presto you've got a whole bunch of marketing ideas and information and feedback from your target audience. People tend to get a bit caught up in like and follow competitions, because it's kind of the bread and butter, it's what people know and that's what people see most often [Flori Agrees], but to me those are at the bottom of the barrel that are really the last thing that you should be aiming for. For me the big aim is to get people's email addresses, or to get to invite them into your community at least, so that you've got an ongoing relationship with them.

 

Suki-Leaning-On-Rail

 

Flori Pyke: [00:06:51] Yeah I really agree. I mean it's interesting right. That whole premise of the like and follow. I think like you said there is a risk there, that first of all you're not attracting the right audience necessarily. That can be I think pretty it can be risky, and it can be relatively damaging, because I know for instance in running so many Facebook ads. Exactly. If you're pixeling all of these people who are visiting your website, because you know they've liked your page, or your tracking exactly like you're targeting your Facebook fans, and you've run a competition on Facebook to drive likes, don't even know if is permissible anymore but you get the gist here around what I'm getting at, is that the pixel is collecting data around people who are potentially not the right people, whereas like you're saying exactly when you get them to give you your email address there's more of a commitment. It's like a micro commitment that they make. Right? And so it's more conscious they are more committed. It's probably more aligned with the avatar that you have for your business. And I can see the value in that not to mention that it's so true you know, like I always teach our students that you've got many assets as a business. Right? And your social assets are all well and good, but the minute that the algorithm changes, or something stuffs up with your account and perhaps you know your band, or what have you you're left with nothing whereas when you have an email list, well that's yours. Right? And there's no algorithms to play against you. You send an email, your prospect receives that it's guaranteed. So I totally agree.

Suki Harrison: [00:08:18] A fellow business owner described it as basically being a tenant of Facebook and Instagram. [Flori Agrees]. Like you’re just renting the audience, it is renting the place and if they want to take it back or move in or do renovations or sell it, then tough you’ve lost access to that audience. So yeah so it's great having 50,000 followers, but if you can't access them, the space is taken away from you, then they're not your audience.

Flori Pyke: [00:08:40] Yes, exactly right. Whereas if you have those fifty thousand people on your email list. Holy moly! Right?

Suki Harrison: [00:08:46] Exactly. Like so much opportunity.

Flori Pyke: [00:08:49] Hashtag winning. Yes exactly. I always say like you know your email lists. There's just money sitting there. Always. [Suki Agrees] You know whereas your social list it's a lot more challenging, and every day those challenges are becoming greater and greater to get in front of the faces of the right people. So, I completely agree. OK cool. Now, you gave us some really great examples of different competitions, based on the goals that you're looking to achieve. I guess one of the questions that came up for me is so say with a given client Suki who has various goals because we all have various goals at any given point in time. How would you manage those and would you run you know a competition maybe every month to hash out one of those goals, or what's kind of like a healthy competition rate. I suppose before it looks a bit overdone.

 

FIRST STEP IS TO GET CLEAR ON YOUR BUSINESS GOALS

Suki Harrison: [00:09:37] So this is like the first thing that we do with our clients is we always have a long chat with them, and we chat not just about their goals for their competition, but the goals for that business as well. So, they may think that a goal for their competition is to collect a whole bunch of email addresses, that could put them in their funnels they’ve spent ages creating and refining. And then we talk, a bit longer and we find out actually what they're trying to do is drive revenue. So, they're looking to launch a new product and they need to raise revenue to launch that product. So, by having that chat we get to weed out the secondary goals, and the nice to have but not really essentials. And we get to the one goal that would really make a huge difference for that business. So, then work on that. I really like to tackle the big goals you know getting likes for a Facebook page is not really my bag these days. [Flori Agrees] It's kind of a secondary, you know it can happen naturally with the competition. Yes [Flori Agrees]. So, yeah I always say to people that it kind of depends on your audience in terms of the number of competitions that you run. So, if you're running a really long competition for the whole month, and it starts on the first, ends on the thirty first, and then the thirty first, you close the competition announce your winner, and then the first another competition is rolled around straight away again. And it runs for the whole month. Your audience are probably going to get a bit fatigued. [Flori Agrees]. They're going to be over it but also potentially, you know it’s kind of like when set printing companies constantly bombarded with emails, because you had business cards printed with them once and it's always like 30 percent, 40 percent, 50 percent discount. Black Friday Sale! you never going to pay full price for that products. So, if you’re running competitions every single month that essentially your clients aren’t going to convert to sales, and wait for the next competition to roll around in the hopes that they're going to win, and potentially never convert to a to a customer.

Flori Pyke: [00:11:26] Yes, I totally agree. I mean it almost reminds me of Pavlov right? It's your responsibility to create as a business and marketer, the behaviour that you want your customers to adopt and that's exactly right. If you start to condition them that they have the opportunity to buy your products or services, at a discount every month, or every three weeks or what have you. You're not going to be able to sell a full price item ever.

Suki Harrison: [00:11:48] Yes. And you're also not allowing yourself the opportunity to convert those new leads that you've collected from the competition. I would say the ideal setup would be quarterly. So the first month OK [Flori Agrees] prepping your database you know, getting rid of the ones who aren't interested, removing the bounces so that the deliverability on the e-mails is better. Flori Agrees] Then the second month you run the competition, and then the third month, is about trying to convert as many of those people to customers, or at least start segmenting your database you know who is a good potential customer and who just entered the competition and never intends to buy.

Flori Pyke: [00:12:24] Ok. like it. awesome! OK. So, quarterly. And what about you know I'd love to understand you know, as a small business owner. I've run a few competitions for our business. But I'd love to hear from the expert. Any advice that you have around how to create a competition, once you're clear on your goals. So for instance exactly like you said; if the goal is to secure additional revenue which is part of that is to secure additional e-mail addresses, so you can drive them down your sales funnel. Can you give maybe some examples around like, how to create one perhaps, like where do you get started with this.

 

Suki-Sitting-On-Pier

  

Suki Harrison: [00:12:59] Yes sure. So, these are the same steps that I use my clients. So, tried and tested. So, once you've decided on your goal that's the most important thing so, do not skip that step. [Flori Agreed]. Really think about it. And stress test it. So yes this is definitely my goal. I want to move ahead with it. So we've all heard of the who, what, when, where, why, how, and the same applies to competitions. So, the next step would be to work at your who. So, if you don't already have one you really need to get a client avatar for your business. You really need to know exactly who is likely to buy. [Flori Agrees]. And once you know who is going to buy your product you can then work out where they hang out. So, where they're likely to see your competition, where they're likely to enter your competition, where they're likely to show you competition even, then once you know who you're going to target, then you start thinking about your timeline. So, start with the date that you ideally want to launch, then fill in your duration, and then allow yourself at least two weeks before that to run a bit of a pre countdown teaser campaign. And then at the end of the competition make sure you allow yourself enough time to actually process and convert those entries. So, once you’ve worked out your timeline, then you would think about your budget. So even if you just open up a blank document and you start writing down everything you spend on your competition you know $500 Facebook ads, $30 for an app to manage the entries, you know a graphic designer, $10 to put together a post for you. So $10 per post etc. So, it's tracking what you spend on the competition, because at the end, you guess what I'm going to say, you're going to track your return on investment. So you know, likes are great but they don't pay the bills, they don't keep the lights on, they don’t pay your staff. [Flori agrees]. So you need to be going for the dollars and in order to track how much you made, you need to know how much you've sent. Then you’ll work out your entry method, and your entry method hinges very strongly on your goals. So, if your goals is to collect email addresses you're not going to want to comment campaign. So you need to make sure that you've got that all sorted and then your prize. So, big big tip is the best prize for your competition is always your own product or service. [Flori agrees] And the only other thing with that is if you're offering a package, and you're partnering with other like-minded businesses, and you're offering prizes which will complement each other, and you're all going for the same target audience or travel prizes if you've got a bigger budget, because they’re really tempting. But again, you have to tie that into your business. You know if you're a kickboxing trainer you don't want to be giving away a mountain climbing experience. It doesn't fit.

Flori Pyke: [00:15:29] I couldn't agree more with you. And part of that is also exactly ensuring that you're actually attracting people who are compelled by your offering, and not like a one hundred dollars David Jones card.

Suki Harrison: [00:15:40] Exactly. Yeah. And another tip is cash and vouchers are an uphill struggle, because when you see it all you see is one hundred dollars, and you think okay kids need school shoes. I've got to buy uniforms. Or you know that textbook costs x amount of dollars. So you start thinking in terms of you know what your family needs or paying off credit cards. So, cash is tempting but it's really not going to get the specific people for your business, who are going to turn into customers. It’s just going to attract people who need cash or vouchers.

Flori Pyke: [00:16:08] Yes. Yes exactly. And it goes back to exactly, ensuring that you're attracting and engaging quality leads. One question I have for you. I love that you said you know so that you can track your ROI at the end of the campaign that was like music to my ears because it's something that I think so often gets missed in the whole marketing game. You know people are so focused on tracking their financials, but it's equally as important to track your marketing data, and financials for that matter. So on that note of tracking can you give me some examples? So for instance if you were how would you gauge the success of a campaign? So say that you were doing a giveaway campaign with email addresses. Would you add a certain tag for instance in the email marketing platform, to ensure that you know after the fact you can see if that person purchased your product or how would you track? Can you give some examples around that?

Suki Harrison: [00:16:59] Yes. So, obviously what you have in mind is kind of a long term slow burn sale. So, you know, you may get three thousand entries into your competition, and you know 20 of them may convert the day after the competition, and the rest of them may need a bit longer depending on your sales cycle and your business cycles. So, yeah definitely with tags and you definitely would be specifically marketing relevant infoe to them based on the prize, and what competition they entered, but there are more immediate ways, and more kind of reliable ways to track the revenue from the competition as well. So, one of my favourite ways is using Google Analytics goals. So, based on what they click what that journey is on your site. And an important part of this is when you draw people to your site to enter, you need to make sure you have thank you page. So once they’ve enterer your competition it redirects to a completely unique U.R.L. That's a thank you page for entering, that way you can track the conversion; How many people went to the competition page and didn't enter? How many pages did enter and saw the thank you page? and then you can use that thank you page, to remarket using Facebook pixels, Google app, and all kinds of different things. My other favourite tactic is sending them an offer, that's combined with the winner announcement. So, if you're going to email, you'll wait to announce who your winner is. and then when you announce the winner by email, you would say something like you know that everyone's a winner with OrigamiGlobe because here's a discount or here is a special offer that’s for only you guys who entered competition as a way to say thank you. And that's a direct way to track revenue, because that discount code or that button, or that landing page even is only open to the people who entered your competition.

Flori Pyke: [00:18:45] I like it. That's really cool. OK. Love it. In terms of creating a competition as such would you be able to walk us through for instance like a successful product competition for instance that you have created for a client in terms of you know step by step kind of just saying what the logistics were when it drove and what the outcomes were.

Suki Harrison: [00:19:06] Yes sure. So, Just thinking about products.

Flori Pyke: [00:19:10] Yeah. I just think I would be really great to kind of have more of a tangible example that we can relate to.

 

PRODUCT BASED COMPETITION CASE STUDY

 

Suki Harrison: [00:19:16] Yeah sure. So, probably one of my favourite competitions I've ever done, was a competition for a sporting goods company. They wanted to give away a trip to a championship. You know the big event in that particular sporting niche which was mountain biking. And so we worked together we put together the competition. We talked about the goals. The goal was to grow the database and we talked about the person they wanted to target. So we got very specific. We named our avatar. And that's another big tip if you can name your avatar you can speak directly to them. No one is between 25 and 35 years old. [Flori Agrees] I am 30 something like I have a specific age. So yes.

Flori Pyke: [00:20:00] So I thought you were 21 Suki.

Suki Harrison: [00:20:04] Yeh every single year. [Both Laughed] Notice I didn’t say my age.

Flori Pyke: [00:20:09] I did. Like I was totally going to call you out on that. You just put the bait out there.

Suki Harrison: [00:20:13] Yes. So then we came up with a very specific Avatar. We wrote all of our messaging to appeal to that particular Avatar. And then once we get to this strategy, which is all those steps I mentioned earlier with the prize and the entry method, we then moved on to the promotional material. So a massive Suki-ism that I always say is…

Flori Pyke: [00:20:34] Sorry I just have to say that Suki-ism. I love that.

Suki Harrison: [00:20:39] That's a thing now. A successful competition is 20 percent strategy, 80 percent promotion.

Flori Pyke: [00:20:46] The 80 20 rule. Sorry I just had to jump in. That's just so golden. Yeah. Sorry keep going.

Suki Harrison: [00:20:55] So once you’ve got your strategy, that's only one piece of the puzzle. So then you need to promote the hell out of your competition and people worry Oh but what if I post too much on Facebook. What If my audience gets sick of me. Good. If they get sick of you they opt out. They're not your customer. If they're sick of your messages, they're not going to be your customer. So, there you know message as much as you want on your Facebook page, email people, get partners to promote it, put together a social media post. You need to have a schedule of promotional activities that you're going to complete ideally, put aside some space for ads as well as long as you know what you are doing there. So once we did that then we ran the competition, and we put out these reminders in these posts, changed the header Facebook page, and change the bio on Instagram, changed a header on Website. All of these things that promote the competition and tell people we're running one. When the competition was over, we then sent out an e-mail to everyone who had entered to thank them for entering. Used my other trick of the winner announcement with an offer. I think within 24 hours we generated two thousand dollars from that email alone, of the products they sell on the website. And then through the use of the Google UTMs, setting up goals and tracking in Google Analytics, for the campaign with a spend of six thousand, and that’s obviously for my professional fees and a good chunk of that, more than half was the travel prize itself. They ended up making over seventy thousand dollars from it. So, it was a 11 or 12 times return on investment. And this is what I mean it's important to track your return on investment, if you didn't know how much was spent, ww wouldn't know what our return on investment was. So that was a crucial part of the competition as well.

Flori Pyke: [00:22:35] Wow! That's amazing. And how long do you give yourself in terms of a timeframe because like you said you know some sales might happen immediately. Some might. You know the lifetime customer might take longer for them to purchase. How long did you give yourself to track that seventy thousand?

Suki Harrison: [00:22:49] So that seventy thousand was actually probably only about a week to 10 days after the competition, which is even more exciting. But yeah I guess it's kind of the long term and the short term, like the goal of this competition wasn't to generate revenue it was to generate those email addresses, and you know we hoped that people will purchase. But, yes for me within 10 days to generate that much return is awesome. But I would bet money on it, that they have made even more as a result of that competition, and the continued marketing to the database, and you know, it told us that we came up with a great prize, the prize is tempting. That we had a good page design because our conversion rate was really high. And it told us that the people that we were attracting and sending to the page, and sending through the funnel were their customers. So that return on investment was a great indication, that we got all the pieces of the puzzle in the right place.

Flori Pyke: [00:23:41] Yeah definitely. I so agree with you that you know absolutely over the course of one week afterward, they would have made so much more revenue from those customers who bought, because it goes back you know full circle to the idea, that an existing customer is that much more likely to purchase from you again if they've had a positive experience, versus having to acquire a new customer, and that element of customer retention. So, it would be such an interesting case study to look at exactly those seventy thousand dollars in sales that you made in one week after the competition, really what those are worth you know now or a year down the track and how much revenue they've generated from those people. That's pretty cool.

Suki Harrison: [00:24:15] And that is that's something that we do look at when we have return customers as well. Lifetime value. If they enter one competition, and then they enter another competition, and based on the previous competition we do a really in-depth debrief report. So It's not just Hurray!. You made 12 times return on investment. This is a success, thank for using us. We go into who entered, what was a demographic? what could we potentially target next time? What ideas can we use for a competition next time? So, the competitions aren’t just isolated little island marketing events that happen one off, and then that's it. [Flori Agrees] you need to integrate into your overall marketing plan, and business direction. So, yes the lifetime customer value is definitely a really importance piece as well.

Flori Pyke: [00:24:58] Yeah. No, I love it. And just going back to when you were explaining this competition that you did, for the sporting goods company you alluded to the promotional schedule, and how long typically would you run a promotional schedule for where you drive the entries to the competition?

Suki Harrison: [00:25:14] Yes. So, the duration of the competition depends strongly on the prize that you're offering. So, If you were offering, they were offering like a three thousand dollar travel prize. OK [Flori Agree]. The value was there it to hang on to wait for the competition announcement, I think that one went for between a month and six weeks. But then I've also seen you know there was a Mum in one of the groups that I belong to, who ran a competition to win like a ten dollar nightlight. It just went crazy went viral, because she nailed her target demographic. You know that mindset to get up in the middle of the night and take the kids to pee. So you know this nightlight was a lifesaver for them. So, yeah this competition completely went viral. But it was one of those kind of more flash competitions like he went for a couple of days rather than a matter of a couple of weeks. And that sort of wait. So prize value is important. And also what you're asking people to do. So, if you have to complete a 12 question survey and you have to really go away and think about your answers, you need to give them longer you can't just have it open for a few days, because yes your entry rate will be rock bottom. So, you need to take into account a few things.

Flori Pyke: [00:26:20] OK. No that makes sense. And now with this particular case study that you just walked us through and thank you for that. With a sporting goods company. Exactly your ROI that you achieved for them was around 11 to 12 times, which is absolutely extraordinary. And I have a question for you. Like you know, is on average with a competition like how much how much do you are you able to secure in terms of ROI for a client you know because that's an extraordinary number.

Suki Harrison: [00:26:45] Yes. I guess it kind of depends on how, it depends on a number of things. It depends on how involved you want us to be in the process. [Flori Agrees] We managed that start to finish. So we were in there every other day tweaking things, making changes. If we noticed the conversion rate drop we’d be questioning why. We were making changes to the landing page, we were sending out more messages on social media. And so, that's like one extreme end. And on the other end, you know we may just help you set up the competition, and then it's up to you to promote it. So right [Flori Agrees]. If you don't make the time, or you don't schedule in the post so your audience is disengaged or you've only got 400 followers on Facebook, then you know obviously it's going to be a different kettle of fish. But it also comes down to the goal. So the goal here was the email addresses. The ROI was a wonderful surprise. [Flori Agrees]. But we smashed our goal with the email addresses that we wanted to achieve. So, I guess to me the success of the competition depends on whether we achieve what we set out to achieve, whether it's emails, or visits, or conversions, or sales or whatever it is. The return on investment the sales versus the spend. That's a bonus I guess.

Flori Pyke: [00:27:51] Yeah. Okay, cool. Another question I had for you. You know you've talked a lot around the importance of nailing your avatar. Right? and ensuring that you are connecting with the right people. Now how do you, and I'm sure it goes back to this, but if you have any other insights. So, say that I were to you know, create a competition and drive it across my assets, so my social media, my marketing, how do I ensure particularly you know on my social media, that I'm engaging with quality leads? So you know you would assume that our fans and our followers are quality leads but they may not all be, and they may tag people which often happens around you know throwing their hat in the ring for this competition. So, how do you ensure that you're engaging the right people in that they're tagging the right people in that virality so to speak is reaching the right people.

 

THE PRIZE IS IMPORTANT TO YOUR AUDIENCE

 

Suki Harrison: [00:28:41] Yes. So a big part of it is your prize. So Obviously, if you're offering the night light, then you're going to be attracting people who have to get up in the night to pee, people who have kids, people who are scared of the dark. That's your audience that you're attracting. Someone who is totally fine to navigate their way to the bathroom in the middle of the night without a night light isn't going to enter, the same if you give away like an Academy membership. Anyone who doesn’t have a business is not going to enter. So, prize is a really big part of it. But also it's kind of about the work that you do post competition which is why I say you need to leave yourself enough time to convert those leads. So, part of that is segmenting. So, yes you may get some leads that aren't going to turn into customers, yes you make an effort for people who don't have businesses or who are in the stage where they're thinking about it but they're not committed, then it's up to you to use your e-mail segmentation.

Flori Pyke: [00:29:34] Yeah. To nurture them and put them through your own funnels. OK.

Suki Harrison: [00:29:39] Exactly. And also just asking, like say you know make sure you tag your other mums, other mum friends who have businesses. Make sure you tag your mate you love to ride with at the weekends. [Flori Agrees] Be careful with the tagging. Just make sure that you don't make it a criteria for entry. So don't say in order to enter the competition [Flori Agrees] all you have to do is tag a friend because that’s not allowed on Facebook. But you can be clever about it, and say you know if you won this prize, who would you share it with, then they are going to be tagging if they are interested in the prize.

Flori Pyke: [00:30:08] I like that spin on it. The other thing, and I would imagine and I'd love your insights here is that it's also, I suppose exactly to the point of asking is how you word things. Right? and ensuring that you're using copy that really is resonating with your avatar, that you're speaking in a tone, and using the language that compels, and draws them in. Right?

Suki Harrison: [00:30:28] Exactly. Yes. So you know, talking to the sporting goods fans, versus talking to this audiences who listens to this podcast. We can use to play different language. So, it's so important. And, even when people talk about branding they think it's just images and logos, but it’s the images it’s the colors, it’s the Logos it's the tone of voice, it's the words. [Flori Agrees]. Do they swear, or do they not swear? Do they use the word awesome, or is that seen as too young. What kind of words do they use? you're putting forward a personality for your brand, and those have to be reflected in your competition posts and messaging as well.

Flori Pyke: [00:31:01] Yeah, and interesting what you're saying about the ask. I know that in the past having run competitions you know rewind kind of three or four years ago. I remember running one, and I definitely asked too much, and I found that people got confused and it didn't work. So, can you talk a little bit around that and how it's important that you are articulate, and I think less is more with the ask. Any food for thought there?

Suki Harrison: [00:31:25] Yeah. Hundred percent, so I always say that people essentially are lazy.

Flori and Suki: [00:31:30] They are! They want to do. We are all lazy that lazy, and they need their hand held.

Suki Harrison: [00:31:36] So, don't ask too much of them. I always see these competitions that have name, address, postcode, email address, phone number. Are you ever going to mail them something? No. If you do is it after they’ve ordered and they put their mailing address for delivery. Yes well then why are you asking for it for the competition? It's completely irrelevant and the more they have to fill in the more they’re going to go oh this is too hard. It's like a horse race. You're just putting fences, and jumps and the more jumps they have to jump over, the more chance they are going to say this is too hard and fall, or just leave the race. So, you want to just lower the barriers every single time, but also for you, you want to keep it super super focus. So, I always say with competitions you only want to have one pot of the stovetop. [Flori agrees] You've got six things on the go and you’re asking them six things, and asking them to write an essay, like you on facebook, follow you on Instagram, like this page, tags some other people do it ….. you know they're just not going to do it, and you're trying to collect too much, and there’s no way you're going to need all of that. So, it's like having a stove top with six burners and six things going at once. Something's going to burn and something's not going to taste right. So just have one pot, one stovetop burner going, and just really nurture that, and really smash that goal. You can always run another competition, to achieve another goal at another time.

Flori Pyke: [00:32:54] Yeah totally. Less is more, keep it simple, like loving all the analogies by the way. Awesome. Well thank you so so much, Suki. I've really enjoyed extracting all this gold from your brain when it comes to competitions. It's been an absolute pleasure. In terms of where we can find more about you, and OrigamiGlobe can you just share a little bit more around where we can find you on socials, your website, what have you.

Suki Harrison: [00:33:21] Yeah sure. So the best place to get to know me is via the website which is OrigamiGlobe. So o r i g a m i g I o b e dot com. That's where you’ll find so much information, all the things we talked about today. You know I said content marketing is our big focus. So there's a huge amount of information on there and also we are showing people hashtag how to run a competition on Instagram which is @origamiglobe and our Facebook page is forward slash origami globe as well. Basically, any social media just type in origami golden globe, and you'll find us.

Flori Pyke: [00:33:54] So, tell me more about that Instagram, hashtag, how to run a competition is that taking people through the intricacies, and like the process of creating a competition is that kind of the idea?

Suki Harrison: [00:34:06] Yeah exactly. So, weekly we run themes so beginning we started with goal setting that we did a few posts on goals. We answered questions and we asked people questions and gave them an opportunity to ask the burning questions around goals and things, and then we moved on through the process. So we will be continuing that, and we probably will revisit it and go through the process multiple times. If you search hashtag how to run a competition you can see all the previous posts, and you can also follow the hashtag, and then you'll see the future posts as well.

Flori Pyke: [00:34:37] Oh good, im gonna have to check it out. Thank you. Now for our listeners, to check out the show notes. Don't forget to pop over to our site,the acedemy dot com forward slash podcast, and Suki parting thoughts. I know you have a lot of insight to share here, because we talked about this a little bit before, and I'd love to hear all your insights. So, give it to us. I'm all ears.

Suki Harrison: [00:35:00] I'm cheeky and I asked if I could have two. So, my mentor's mentor when she started her business gave her some advice that she passed on to me and that cash flow is king, and for me it's proven to be true. Time and time again. It's why we encourage our customers to focus on competitions that generate revenue or create lead generation opportunities like collecting e-mails, rather than just focusing on likes, and followers. You know it's a great feeling when people like to page, it’s a great thing when people follow. It's why you'll see on Instagram when you head over there we've got minimum minimal followers, but we got a super high engagement rate. People engage with us and they ask questions, and it's you know we prefer it that way because those small audiences is what we want. And also they convert into sales which comes back to the cash flow is king. And, then also finally a piece of advice that I try, and keep close to my heart, is not to let success go to your head, and failure go to your heart. Yeah it helps to keep me on a bit of an even keel. You know of course I celebrate when I get wins, when I win retainer clients, when I get an amazing twelve times return on investment on the competition I'll still remember there is work to be done getting the rest of those people generating sales, and the same when someone you know gives me a piece of feedback, oh that post tanked, and no one commented on it. Okay. That's alright. We can learn from it don't take it to heart.

Flori Pyke: [00:36:26] Exactly. Oh yeah. So much wisdom. Love it. So good. All right. Well, thank you so much again for sharing your time and all your competition nouse with us. It's been extraordinary. I've really enjoyed my time with you. And for our listeners, ladies remember be brave in your business.

 

HOW TO CONNECT WITH ANNA AND FLORI

Business School: www.theelevatory.com

Phone: 1300 634 230

Instagram: @theelevatory

Facebook: @theelevatory

Twitter: @TheElevatory

 

HOW DID WE DO?

We're incredibly excited to be able to share our business insights via the Raising Her Game Podcast. We aim to provide you the very best content each week to help you elevate your business game so you can take your life and business to the next level. We'll tackle the topics that will get you increasing your productivity, mastering your mindset and strategising like a marketer. If you're enjoying the show, you can help spread the love and pay it forward by leaving a review. It will make it easier for other female entrepreneurs in business like you, to find us and kick their own goals.

 

 

 

 

 

 

WHO ARE ANNA & FLORI

The Elevatory is an education hub for Women in Business. Founded by Anna and Flori in 2016. The Elevatory’s mission is clear - to deliver Women all the coaching, training & resources they need to ensure RESULTS in their small business.

The Elevatory Mastermind was later founded in 2018 in response to students who were progressing quickly through their signature coaching program, delivering advanced training to help them scale and break through the boundaries of those next income levels.

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