Facebook Contests ROI: How a Contest Helped an Insurance Firm

stolly

How a Facebook Contest for a non-sexy business (insurance) achieved great success!

I’ve heard it many times before and in many variations but usually it goes something like this,

“Our business doesn’t lend itself well to contests. We’re not sexy, we’re a service.”

Well, here’s a case study on a business that could have said that but didn’t!

Stolly Insurance serves central Ohio with insurance services.  The standard types, personal, commercial, health, life, and more.

THE CHALLENGE:
Insurance is not something people buy every day!

So the challenge can be to keep their audience connected and engaged, particularly on Facebook.  Their marketing agency, NOW Marketing Group, has helped them gain steam and build an active social community through engaging posts and promotions.

One key promotion with such great ROI was their Facebook Photo Contest.

THE PLAN:
The “Stolly Hustle Award” that involved local athletes and high schools in the communities they serve!

Stolly Insurance Group, in partnership with Motorists Insurance, conducted a contest on their agency Facebook page searching four Ohio counties for the Stolly Hustle Player of the Year.  Players from 14 schools in their area were nominated for demonstrating “the willingness to do whatever it takes to win.”

HOW IT WORKED:
On social media, Stolly asked each local high school boys basketball coach or Athletic Director to nominate one player.  The entries were posted using a TabSite Photo Contest. Once all nominations are in, fans  voted for their school’s nominee for about a month.

 

The player with the most votes was named Hustle Player of the Year and wins a Buckeye Prize Basket.

photo contest facebook

METHODS:

  • Facebook posts announcing upcoming contest to build awareness
  • Facebook posts announcing launch of contest
  • Posts giving updates on contest
  • Posts sharing when contest is ending and the need to vote
  • Facebook Ads used on posts to increase visibility
  • Like Gate on the contest app so voters needed to “Like” the Page to vote

 ww_facebook_com_stollyinsurance_sk=app_140027096128579&app_data=sp0

THE RESULTS:

This Facebook Contest generated for the page:

  • 116 new fans
  • Fan interaction on Facebook went from 215 the previous month to 1.7k the month of the contest.
  • Page impressions went from 12,769 by 4,890 users to 27,426 by 10,897 users

All in all, a successful way to ENGAGE the fan base, ATTRACT the community their business serves, and GROW both fans, interaction, and a positive rapport!

Your business may not be “sexy” but involving the community you serve can be a great way to run a contest that builds your business connections!

See all the TabSite contest apps here: www.TabSite.com/apps

 

About Mike Gingerich

Author: Mike Gingerich, President of Digital Hill & TabSite Marketer and Consultant. Part geek, part marketer, part strategist, total distance running junkie. Mike is an author and speaker, having presented at Social Media Week Lima, Social Media Camp (Canada) and more. He writes a tech column, podcasts, and shares about social media and business strategies at MikeGingerich.com. Mike is a marketing, social media, and business startup enthusiast with 10+ years experience building apps, consulting, and training businesses with winning integrated strategies. Mike loves deploying tactics to increase awareness, sales, and maximize ROI in both B2B and B2C markets via digital media.