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Why It Works to do. The contest promoted to a new client meeting and an
one of their clients (a local res- opportunity to bid on a major
“We deplore logo contests,” says taurant) and offered a $100 gift website redesign.
cofounder Norman Cherubino. certificate to a random winner.
“When designers are working Takeaway Tip
for free and only the winner Success Metrics
gets paid it sets up a terrible Boost your e-mail marketing readership with
precedent.” Langton Cherubino • The logo contest generated a contest and gift certificate giveaway that
Group believes that the best way 48 votes from an e-mail list of generates interest in the products or services
to design a new identity is to get 1,042 (a 4.6 percent return). you offer. Contests can be effective ways
to know the company and its to increase engagement with your target
target audience. Without access • The contest e-mail had an open audience—they appeal to our sense of
to the client, it’s very hard to rate of 27 percent, and the fol- competitiveness and our curiosity. They
create an identity that captures lowing month’s e-mail announc- can even allow you to toot your own horn
the right personality and meets ing the winner had an open rate graciously without appearing arrogant, as
your objectives. The twist on this of 31 percent. when an integral part of the contest invites
logo contest was that they did people to look at your products or output.
not seek logo submissions; they • The campaign increased
asked clients and prospects to Langton Cherubino Group’s
guess which logo belonged to branding capabilities and led
an East Village restaurant. To
find out, participants need only
go to the online Logo Portfolio
and search the gallery for the
answers—which is exactly what
the design firm wanted people
MUCH MO RE THAN JUST A W E BS I TE 64
