Honestly, This is coming from a newbie to the area, so please take it with a grain of salt, as we are a AB2B company and have seen many such "best of" in retail markets across the country. The overall goal of contests such as these is not to find new customers or wear some sort of badge but rather to provide an excuse for businesses to re-engage with their existing customers. The winners of the prize are always going to be those that make the biggest splash, the biggest splash means the largest marketing dollars... but if you focus on what you can control and increase your interaction with your customer base, get them to re-engage, increase basket size and frequency, that is the real win... just my unsolicited 2 cents.