I am always interested to see how organisations in Ireland are using Pinterest in their marketing.
This week, Marks and Spencers Ireland launched a competition which I came across through their newsletter with the prize of a 10,000 euro shopping spree.
The entry to the competition is very simple – you do not even have to enter the answer to a question. However it is clearly a way for the organisation to grow their newsletter list and database.
Once you enter the competition you are encouraged to share the competition to Twitter, Facebook and Pinterest which will increase the chances you have to win. The competition page also enables people to access the URL so they can share it through other platforms as they wish, such as someones blog or Instagram account.
I should also note, you can also enter the competition instore – details are in the terms and conditions on the competition page.
However when I tried sharing the competition to Pinterest you will see that the programmed share is not ideal.
If you are using Pinterest for your business, you will be aware that there are competition guidelines you need to comply with. However this is not a competition that is being hosted or run on Pinterest so the guidelines will not apply. Pinterest is however a good platform for sharing your content especially in the case of a retailer such as Marks and Spencer which has a presence on Pinterest.
Here are some things I would look to refine if I were the Marks and Spencers Ireland marketing team:
1 – change the image for the Pinterest share to be portrait size as that is more effective for Pinterest marketing and include a call to action that would encourage people to click through to the competition page
2 – change the copy for Pinterest – you will see that the copy does not render correctly when shared to Pinterest and this will not be seen until the contestant has pinned it to one of their boards.
An example of what the image might look like is below which I created in a few minutes using the images from the competition page.
One of the things we need to be aware of for visual content marketing through social media channels is that using one image size will not give you optimum results for your campaign, so it is important if you are working with an agency or creating visual content in-house that you plan this in your work flow and budget.
I have to add that I am a huge fan of Marks and Spencer and really like the fact that they have enabled the social sharing for their competition. I hope that if their agency reads this article they might consider refining it.
If you want to check out the competition you can see it here.
And one final thought for the Marks and Spencer marketing team – I really wonder why the competition will not be drawn until 19 September 2014 when entries have to be in on the 31 July 2014? Surely that is too long to hold the attention of today’s consumer?
What ideas does this give you for using Pinterest to promote your competitions?
For more Pinterest education watch my recent live event here – it is almost 45 minutes of solid tips!