Revolutionizing 'Best Of' Contests: How NERUS Strategies Delivers Turn-Key Profit and Ease for Media Partners
For years, many media companies have relied on "Best Of" or "Reader’s Choice" programs as a cornerstone of their community engagement and revenue generation strategies. These contests, which highlight local businesses and draw in substantial community participation, have long been a valuable part of a media outlet's portfolio. However, for those managing these programs in-house—whether for five years or twenty—the process can become overwhelming, even unsustainable.
Each year, management faces a familiar dilemma: Is it worth continuing the program, or is it time to call it quits? The reality is that running a "Best Of" contest requires a significant investment of time, effort, and manpower. It often consumes months of planning, multiple staff members, and diverts attention away from core revenue-generating activities. The local sales team, which already juggles numerous responsibilities, must carve out time to handle pricing, packaging, promotion, and sales outreach—often to the smallest businesses, which require the most attention.
It’s no secret that these contests bring in revenue. Typically, a 26- to 34-page newsprint tabloid filled with advertisements from local businesses represents one of the most profitable publications of the year for many outlets. Small businesses are often eager to purchase a quarter-page ad in the insert or secure a place at a celebratory event. On the surface, it seems like a win. But the hidden costs—particularly in human resources—are significant. The false sense of profitability that results from the intense labor required to pull off these contests becomes apparent when key personnel retire, leave, or are downsized. Suddenly, the workload feels unmanageable, and the contest itself becomes more of a burden than a boon.
In today’s rapidly evolving media landscape, where professionals are asked to generate more revenue with fewer resources, the “Best Of” program is increasingly being re-evaluated. What was once a "must-have" event for local businesses can easily slip into the "nice-to-have" category and, eventually, may not feel worth the time and effort at all. Rising costs and diminishing returns have many publishers questioning whether the revenue these contests generate justifies the strain on their teams.
Enter NERUS Strategies, a company that in 2017 recognized these challenges and sought to offer a better way. The brainchild of Bill Cummings and Neil Potter, NERUS introduced a partnership model that allows media companies to outsource the entire management of their “Best Of” contests. The results have been game-changing, producing not only more creative and efficient contests but also delivering higher profits to media partners. What started as a concept has now grown into a thriving operation managing over 50 contests across the U.S. and Canada.
Each contest that NERUS handles is approached with a custom-tailored strategy designed to meet the needs of the specific market. The backbone of this approach is their proprietary software, Optimum by NERUS. This Contestant Management Software (CMS) serves as the central nervous system for each contest, keeping track of every contestant and organizing the entire voting and balloting process. With an intuitive and attractive interface, the system enhances the voter experience, making participation seamless and enjoyable.
Behind the scenes, a creative team based in Salem, Oregon, handles all the design work needed to execute a polished and professional contest. This includes marketing assets for print, digital, and broadcast media, as well as the tools and strategies needed for contestants to stand out on the ballots. The team’s expertise helps businesses maximize their exposure, which in turn benefits the media companies hosting the contests.
NERUS goes a step further by offering educational resources for small businesses, helping them understand the importance of social media engagement. They provide these businesses with assets that can be used across their social platforms, websites, and even in physical storefronts, ensuring their participation in the contest is not just a one-time event but an ongoing marketing opportunity.
One of the most significant advantages NERUS offers is its dedicated sales team, which alleviates the pressure on media companies’ in-house sales departments. Rather than spreading already busy teams too thin, NERUS provides an on-call group of seasoned experts who handle the entire process of prospecting, selling, and building relationships with businesses for the contest. This strategic support allows the media company's core sales team to focus on their primary duties, ensuring they maintain momentum in their everyday operations while NERUS handles the contest-specific sales efforts.
NERUS assigns one or two full-time sellers to each contest, depending on its scope, but their system is highly scalable, enabling them to deploy a sales force of over 25 professionals when needed. This flexible approach ensures that even the largest contests can be managed efficiently without overwhelming the media partner’s resources. Most of the sales team members have been with NERUS for over a year, bringing a wealth of experience and insight into the unique demands of the "Best Of" program. Additionally, many of these professionals have firsthand experience selling the NERUS program as employees of media partners, giving them an inside perspective on how to best engage local businesses and maximize participation.
This depth of experience is critical in reaching businesses that may have been previously overlooked or passed by. With NERUS, even hard-to-reach advertisers find themselves engaged in the contest, further boosting participation and revenue for media companies.
The numbers tell the story. In 2023, NERUS collected 18,711,194 votes across its contests, worked with 132,000 business contestants, and engaged 5,882,684 voters. They awarded 9,900 winners and saw a year-over-year growth in voter participation of 45%. These figures demonstrate not only the reach and impact of their contests but also the efficiency of their system.
NERUS has grown to employ 65 people, with operations and creative services based in Oregon and sales representatives located across the United States. They work with a diverse range of media partners, including newspaper publishers, radio groups, and television stations. Their ability to provide a full-service, start-to-finish solution has made them a valuable partner for media outlets looking to maintain their “Best Of” programs without the headache of self-management.
In a time when the pressure to increase profits with fewer resources is higher than ever, partnering with an experienced resource like NERUS Strategies can be a game-changer. Their team of creative professionals, sales experts, and proprietary software ensures that media companies can continue running successful "Best Of" contests—without the stress, inefficiencies, and diminishing returns of self-management.
For more information about NERUS Strategies and how they can help your company, contact them at 503-584-1627.
Comentários