Why Running a Competition Might Be the Best Marketing Move You Make in 2026
If you’ve ever won a competition, you’ll know the feeling — that mix of disbelief, excitement, and “wait, is this real?” joy.
Back in 2017, I somehow had my lucky year. I won not one, but two amazing trips: a holiday to Florida with Heart Radio, and a dreamy trip to Sardinia thanks to a promotion by Corona. Both were national competitions, and I still don’t quite know how I got that lucky — but I’ll never forget that buzz.
It got me thinking: we all love the idea of winning something. It cuts through the noise. It makes people stop, smile, and interact. And that’s exactly why competitions can be such a smart tool for small business marketing — even if you’re not giving away trips to paradise.
Recently, I put this into practice myself by running a real Christmas tree giveaway to celebrate the launch of a new Ludlow business, CollybrookFarm.com — and I’d love to share what worked, what I learned, and why I think it’s worth considering for your business.
Why Competitions Work in Small Business Marketing
Running a competition isn’t just about giving something away — it’s about creating a moment that invites people to engage with your brand in a fun, low-pressure way.
Here’s why they work so well for small businesses:
They Boost Visibility
Competitions give people a reason to talk about your brand. Whether it’s a tag, a share, or a comment, your business gets seen by new audiences — without the hard sell. Even better if people start saying things like “You should enter this!” or “This reminded me of you!”
They Build Warmth and Connection
A well-run giveaway shows personality. It makes your business feel more human, approachable, and generous. People remember how your brand made them feel — and a bit of festive or feel-good energy goes a long way.
They Grow Your Audience
You can use a competition to grow your email list, social followers, or website traffic — as long as you keep it GDPR-friendly and clear. A simple “sign up to enter” or “follow and tag to win” mechanic can bring in fresh contacts who genuinely want to hear more from you.
They Drive Action
The sense of urgency (“enter before this date!”) gives people a reason to act now. If you time it well — like the lead-up to a product launch, event, or seasonal offering — it can tie into your wider marketing without feeling forced.
🌲 Case Study: Launching a Ludlow website with a Festive Giveaway
When I launched the new CollybrookFarm.com website, I knew I wanted to do something that would not only create a little buzz — but also support the local business in a warm and engaging way.
The idea? A giveaway for a real Christmas tree, just in time for the festive season.
Here’s what worked:
✅ It tied in perfectly with the season – Everyone loves a Christmas tree, and it gave people a reason to get involved without much thought.
✅ It supported a new local business – Collybrook is a beautiful new tree farm and it was great to shine a spotlight on their launch.
✅ It helped grow my email list – To enter, people signed up for the newsletter. It was GDPR-friendly and meant I could build future connection with potential clients.
✅ It created an opportunity for photos and follow-up content – The winner collected their tree in person, and we captured the moment to share online. This added to the reach and gave me a great story to include in my December and January newsletters.
And while I didn’t shout about it at the time, I also used the opportunity to quietly test a Facebook ad campaign with A/B creative — a nice reminder that competitions can be part of a broader strategy, not just a one-off moment.
Tips for Running a Simple, Smart Competition
You don’t need a huge budget or hundreds of followers to run a competition that works — you just need a clear purpose, a relevant prize, and a simple entry method.
Here are my top tips to get started:
🎁 1. Choose a Prize That Makes Sense
Pick something connected to your business or community. It doesn’t have to be expensive — it just needs to feel valuable to your ideal client.
A product or service you offer
A seasonal bundle or gift set
A voucher or local collaboration
Bonus tip: If your prize links to a new launch or offer, even better!
📣 2. Promote It Where Your Audience Already Is
Think about where your customers hang out. Use your social media channels, your email list, and even your website or blog.
Create a clear, eye-catching post or graphic
Add a deadline and simple instructions
Post it more than once — people need reminders!
📨 3. Use a Simple Sign-Up or Entry Method
Make it easy for people to take part:
A short form (using your CRM or a Google Form)
A “follow and tag” post on Instagram or Facebook
A website landing page with email opt-in
Make sure you’re GDPR compliant and explain how their data will be used.
📷 4. Plan Your Follow-Up Content
A good giveaway doesn’t end when the winner is picked.
Share a photo or story about the winner
Thank everyone who entered
Offer a “consolation” bonus like a small discount or invite to your mailing list
Reuse the visibility for future posts or blog content
Competitions are just as much about brand building as they are about giving something away.
Final Thoughts: Giveaways That Give Back
You don’t need to be a huge brand to run a successful competition.
In fact, small local businesses often have an edge — we’re more connected to our communities, more personal in our approach, and able to turn a simple idea into something really meaningful.
Whether you’re launching something new, growing your list, or just want to spark some engagement, a competition can give you a reason to show up, be seen, and share what you do in a way that feels generous and fun.
So if you’ve been wondering how to stand out without shouting — a well-timed giveaway might just be your secret weapon for 2026.
And who knows… maybe it’ll be someone else’s lucky year too. ✨
Thinking about running your own competition but not sure where to start? I’d love to chat. Whether it’s a simple idea or a seasonal campaign, let’s bring it to life together.
How to Run a Competition for Your Small Business
The Smarter Way to Build Engagement, Visibility & Your Email List
For more information about running a competition for your business, fill out the form below for your marketing blueprint.