MasterCard has the right idea when it comes to creating a contest women will love. In their holiday promotion, they promoted a contest where you can win two identical gifts – one to keep, one to give away.
Here's why this strategy will work especially well with women. Women are all about relationships. It's great when they can win a prize. But if they can share that prize with others, that's even better.
When a guy enters a contest, he might be thinking, "Yup, wait til my buddies see me drive up in this hot set of wheels."
Women may be thinking something similar. But they're also thinking, "The kids are going to love carpooling in this car. And my girlfriends and I can take this on our next road trip."
For guys, it may be about status. But for women, it may be about social status. What's the difference? For men, status is about separating yourself from others. For women, social status is about making connections with others.
If you really want her to get excited about your contest, allow her to share the prize with others. Either give away an experience where she can bring several of her best friends or family. Or, as in the MasterCard example, create a prize that includes multiple quantities so she can keep one and give the other or others away.