What is Complementary Contest?

Over the years, brands have discovered the power of contests as a powerful marketing tactic to grow their reach and interact with their audience.

A branch off this trend came in the form of a Complementary Contest. Instead of giving away their own products, companies started offering products related to their own in these contests. The intention behind Complementary Contests is primarily to lure in the targeted audience who might be interested in their products or services, in a cost-efficient way.

When the key objective is Traffic, Complementary Contests play a crucial role. Contests have been the go-to marketing strategy for many brands and have a long history concerning attracting an audience. Complementary Contests added a new dimension, allowing the audience to get familiar with products related to the company's offerings, thus increasing the chance of customer acquisition.

Examples of Complementary Contest

1. A Fitness App Contest: A fitness app could run a complementary contest in which they give away free gym equipment or fitness clothing. This would attract users interested in fitness, potentially leading to app downloads and user engagement.

2. Kitchenware Brand Contest: A brand that sells kitchenware might organize a complementary contest offering a free cooking class or recipe books. This can attract individuals interested in cooking who might need new kitchenware.

3. Tech Company Contest: A tech company could give away software or digital training courses related to the tech solutions they offer, drawing in individuals interested in technology.

4. Outdoor Gear Store Contest: An outdoor gear store might give away free camping trips or adventure experiences, attracting people who are likely to need outdoor gear.

5. Bookstore Contest: A bookstore could run a contest where they give away tickets to a literary festival or author signing. This would draw in book lovers who would likely be interested in the books the store sells.

Marketing Tactics Similar to Complementary Contest

1. Product Sampling: It revolves around giving out a small amount of product for free to consumers – it may not be directly related but helps in drawing the audience.
2. Cross-promotion: It is when two or more brands collaborate for a promotional campaign to reap mutual benefits. They may not be of the same industry but have a common target audience.
3. Content Marketing: Brands use valuable content (not directly related to their products) to attract, engage, and convert their target audience.
4. Influencer Marketing: Brands collaborate with influencers (who share the same target audience) to reach and attract more people. The influencer might not necessarily be related to the brand's industry.

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