Is this competition above board?

Dear Aunty B, 

We have been running a competition for customers as part of our annual Christmas campaign that involves giving away a free “gift” once a week until Christmas.

Last week we gave away our big gift – a holiday – based on a competition of skill. We always make a big song and dance about the winner but the person who won the holiday (fair and square I might add) was a previous supplier who is a long-term customer and who is still friendly with some of our staff.

I am concerned it might cause a bit of comment, especially as our suppliers are not allowed to enter the competition but do chat, especially at all the Chrissie functions. Do I stay mum or be upfront? I have seen what has happened to Nissan and although we are just a little company I am scared of a social media backlash, especially as it is a holiday to a health resort he is sure to tell everyone about.

Deb,
Sydney

Dear Deb,

Hmm… For those of our readers living under an entrepreneurial rock, Nissan awarded a free car and money to a personal friend of a staffer in a Facebook competition. Poor old Nissan was upfront about it, announcing that the winner was a friend of a Nissan staffer and added that they wish he hadn’t won, but he had and it was all fair and above board. Even so, there was a social media backlash. Which just goes to remind us all that despite the reality of anything we do, we also have to deal with the perception.

This is something that all good journalists learn. You can be as pure as the day is long but if there is a perception of conflict in stories you write you can go down in a media storm. So we learn to always take “perception” very seriously.

But look here. Let’s examine the facts and the law of probability. You are a little company, not the giant Nissan. I am sure your holiday is to the health resort up the coast not an around the world extravaganza that is going to fire up the public’s attention. You have done nothing wrong and have abided by your rules. Your previous supplier is now a customer. So if I were you I would calm down, and simply do what you always do. Announce that a customer has won the holiday in a newsletter and make a big deal of the next prize.

Make sure at the same time that your suppliers get their Christmas hampers early and get an invite to drinks at a nice bar. And you can always point out to narky jealous suppliers that do raise it as an issue that they are always free to change the side of the fence and pay you money as a customer instead of you paying them as the supplier!

Be smart,
Your Aunty B

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