June 2005
Step-by-Step: Contests and competitions

Five steps for planning, organizing and managing show contests

By Dawn J. Grubb

1. Determine your objective
Ask yourself: What am I trying to accomplish? Contests and awards have many goals, including:

Increasing numbers. Skills-related activities are a great way to build excitement and keep attendees on the show floor longer. During the Las Vegas International Hotel & Restaurant Show’s hospitality competition, area casino teams compete in housekeeping (making beds, vacuuming, etc.).

Creating a buzz. Tailor your contest to gain publicity. The press always turns out for the National Hardware Show when Popular Mechanics conducts its Editors’ Choice Awards. The magazine’s editors select their top picks and then recognize winning exhibitors during a special awards reception.

Boosting exhibitor value & ROI. At the Computer Security Institute attendees receive a passport at registration and must visit participating exhibitors’ booths, ask about products and receive a stamp. Fully stamped passports are entered into a drawing for prizes.

Creating prestige. Nothing beats industry notoriety. For 25 years, the International Hotel/Motel & Restaurant Show has hosted its Gold Key Awards for restaurant and lodging property design excellence. Industry experts and prominent designers choose winners in eight categories who are recognized during a glitzy breakfast sponsored by Interior Design and HOTELS magazines.

2. Explore your options
Show contests and competitions vary greatly. Talk with attendees, exhibitors, peers and partner organizations to determine what excites your target audience. Then design your program to fulfill their needs. For example:

Brand exposure. Outdoor Retailer exhibitors want their products in as many attendees’ hands as possible, so they eagerly donate products to be raffled.

Bragging rights. At BookExpo America, a spelling bee in honor of the book The Bee Season lets booksellers vie for the smartest wordsmith title.

Beating competitors. Modeled after Food Network’s “Iron Chef” series, F&B at G2E’s Neon Chef competition pitted leading Las Vegas chefs against each other. TV personality Robin Leach emceed the event, which was judged by local celebrities.

3. The devil’s in the details
Some aspects to consider:

Time. Contests and awards programs will consume lots of it. Do you have adequate staff to help solicit product donations, follow up with exhibitors, monitor participants and fulfill sponsor requests?

Format. Will your program be driven by prizes, publicity or prestige? Getting product donations will probably be cheaper than giving away a major prize — whether it’s cash or a product.

Entrance fees. Some believe charging money boosts perceived value, while others say no-obligation formats attract greater participants.

Judges. Who’ll select contest winners? Enlisting industry experts and following industry standards — such as adhering to American Culinary Association guidelines for a cooking contest — can add credibility to your program.

Recognition. Will winners be recognized with a prize, a handsome plaque or a formal full-blown bash?

Cost. Think in terms of your staff’s and vendors’ time. Are you paying for prizes or will sponsors? What about necessities to pull the event off: gas, electric and equipment for cooking contests; honorariums for judges; and funds for promotions and publicity.

4. Promote the competition
Promotion budgets vary depending on the contest’s scope.

Consider such cost-effective marketing as Web ads, e-mail blasts or piggybacking with a scheduled mailing.

Try a trade publication ad if your contest carries prestige or offers a grand prize.

Issue press releases to spread the word about a “People’s Choice” event at which attendees vote and select the best new product.

Encourage early registration with a contest. Early Outdoor Retailer registrants’ names are entered into a drawing for a vacation package supplied by Salt Lake City.

Unique events also pique interest. BookExpo America gained consumer and trade press coverage with a competition tied to the anniversary printing of the Guinness Book of World Records. Booksellers competed to shelve the most books in one minute.

5. Sponsors offset costs, add value
Besides cutting costs, sponsors help with organization and staffing needs.

Offer one-time deals or package options. CSI’s Passport to Prizes offers a great value to smaller companies. For $1,000, they get their logos on the passport show guide map and exposure during the giveaway. The event is such a hit, it sells out (20 exhibitors allowed) consistently.

Consider limiting sponsors to three to five companies, unless one wants a high-value exclusive sponsorship. If you sign up too many, you risk diluting the sponsorship’s value. Quality beats quantity.