Dairy Foods Magazine Kicks Up Branding and Revenue with Contests



May cover

Jim Carper of Dairy Foods magazine tells us how they increased reader engagement, brand awareness and revenue with a successful contest program.

This is a part of Niche Media HQ’s Summer of Niche Magazines. We’ll be featuring niche magazines and their great ideas all summer long!

Who: Jim Carper, Editor in Chief

B2B Publication:  Dairy Foods Magazine

Great Idea: Create a contest program to expand your brand and ramp up revenue.

In Jim’s own words:

“We developed a “best new dairy products of the year” contest that drove traffic to the website, bumped up social media activity and even inspired one contestant to create a contest of their own.”

“How did we do it? The editors selected 25 great new dairy products introduced in 2012. We selected 10 as the Editors’ Choice. We also invited visitors to vote for their favorites among all 25 nominees, including a People’s Choice category.”

“We then followed up this program with a magazine article about the Editors’ Choice and the People’s Choice selections.”

“The 6-week-long campaign resulted in 28,000 votes.” (Not bad for a magazine with 20,000 circulation!)”

“One nominated company even created a contest through Twitter around their nomination. Those who re-tweeted with our hashtag were eligible to win coupons for their merchandise.”

“For us, as a brand, we benefited by:

  1. Reader engagement: On Dec. 4, when we announced the contest, page views were 5,677. (Page views on Dec. 3 were 2,405.)
  1. Increased web traffic: Over the course of the campaign (Dec. 4 to Jan 15, 2013) visits were up 70% and page views were up 77% –compared to the previous 43-day period (Oct. 22 to Dec. 3).
  1. Increased social media likes and followers:  We gained 35,000 new visitors during the campaign.”

“From this campaign, we created news stories for online and print, plus podcasts with some of the winners. Added benefit: Website advertising continues to grow as social media stats gain momentum. Great editorial content through articles, videos, podcasts, and photo galleries continues to lead to increased visits, which in turn increases exposure to the ads.”

Dairy Foods magazine turned an online contest into a huge boost in readership and increased revenue in its first year. Check out their current contest,  Vote for Dairy Food’s 2013 Plant of the Year.

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