James had been running his national marketing agency for several years, helping businesses across the UK craft campaigns that boosted their visibility. With an annual turnover of £1.8 million, his agency was thriving, but recently, he noticed a slowdown in new customer inquiries. Many of his clients had been with him for years, but attracting fresh business was becoming more challenging. James knew he needed to try something different to generate excitement around his brand and bring in new customers.
That’s when he decided to try a simple but powerful tactic: running a giveaway. It wasn’t about pushing hard sales—it was about engaging potential clients and giving them a taste of what his agency could offer. Here’s how James successfully ran a giveaway that attracted new customers to his marketing agency—and how you can do the same for your business.
Creating the Perfect Giveaway
James knew that a giveaway couldn’t be just about giving something away for free—it needed to offer real value that would resonate with his target audience. He thought about what his potential clients would find most valuable, and after some brainstorming, he decided to offer a free consultation and strategy session for one lucky business.
This prize wasn’t just any consultation; it was an in-depth session where his agency would provide a detailed marketing plan tailored to the winner’s business. The offer highlighted the expertise and value his agency brought to the table, giving potential clients a real reason to participate.
By choosing a prize that was relevant to his audience and aligned with the services his agency provided, James ensured that those entering the giveaway were genuinely interested in what his business had to offer.
Promoting the Giveaway
Once the prize was decided, James focused on promoting the giveaway. Instead of overcomplicating things, he kept it simple. His team created a dedicated landing page on their website where people could enter by providing their email address and answering a quick question about their business needs. This approach was designed to gather valuable insights about the participants, which James could use to tailor future offers and marketing campaigns.
To get the word out, James leveraged his agency’s social media platforms, email list, and existing clients. He created engaging posts on LinkedIn, Facebook, and Instagram, encouraging businesses to enter for a chance to win a customised marketing strategy. He also asked his current clients to share the giveaway with their network, further expanding its reach.
Within days, entries started pouring in. People were excited about the opportunity to win something that would directly benefit their business. By keeping the entry process straightforward and using his existing channels for promotion, James was able to reach a wide audience without spending a lot of money on advertising.
Building Engagement and Buzz
One of the biggest benefits of running a giveaway was the buzz it created around James’ marketing agency. His social media channels saw an increase in engagement as people liked, shared, and commented on the giveaway posts. This not only boosted visibility for the giveaway itself but also increased overall interest in the agency.
The key to this engagement was the excitement around the prize. Businesses that entered felt like they were getting something valuable even before they won, which made them more likely to engage with James’ brand. The giveaway wasn’t just about generating leads—it was about creating a positive buzz that positioned his agency as approachable, generous, and invested in helping businesses grow.
Turning Participants into Clients
When the giveaway ended, James had a list of potential new clients who were genuinely interested in his agency’s services. But he didn’t stop there. After selecting the winner, he sent a personalised email to every participant thanking them for entering. In the email, he offered a special discount on their first project with his agency, turning the excitement of the giveaway into a direct sales opportunity.
Many businesses that hadn’t won still took James up on his offer, eager to work with an agency that had already demonstrated value through the giveaway. The personalised follow-up showed that his team cared about every participant, not just the winner, which further strengthened the relationship between his agency and these potential clients.
The giveaway not only attracted new customers but also gave James a way to nurture those leads into long-term business relationships.
Why Giveaways Work
James’ experience highlights why running a simple giveaway can be such an effective strategy for attracting new customers. A well-planned giveaway does more than just generate short-term buzz—it builds trust, engagement, and loyalty. Here’s why it works:
Low Barrier to Entry: A giveaway makes it easy for potential customers to engage with your brand. By offering something valuable for free, you remove the risk for participants, making them more likely to take that first step and interact with your business.
Building Relationships: Giveaways create an opportunity to connect with potential clients in a meaningful way. Even if they don’t win, they’ve engaged with your brand and are now on your radar for future offers.
Increased Visibility: Running a giveaway encourages people to share your business with their network, amplifying your reach and attracting new customers who may not have discovered you otherwise.
Creating Excitement: Giveaways tap into the natural excitement people feel when there’s something to win. This excitement builds positive associations with your brand and creates a lasting impression.
Ready to Run Your Own Giveaway?
Running a simple giveaway like James did can be a highly effective way to attract new customers to your business. By offering something valuable, promoting it in a targeted way, and following up with personalised offers, you can turn participants into loyal clients who will keep coming back.
If you’re ready to learn how to run a successful giveaway that attracts new customers and boosts your sales, contact Mark A Preston, Customer Growth Coach & Speaker. Mark can help you design and implement a giveaway strategy tailored to your business, ensuring that you reach the right audience and grow your customer base with ease.
