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07 oct

Sweepstakes 101: Sync’s Guide to a Successful Sweepstakes

By: Sync Marketing | In: Best Practices, Contests, Facebook, Instagram, Sweepstakes, Twitter

Clients run promotions for different reasons, but the list of steps to take below is a good rule of thumb to ensure you are on the road to a successful campaign; one that both accurately represents your brand as well as appeals to your target consumers. Need some help? See below for Sync Marketing’s Sweepstakes 101: Sync’s Guide for running a successful sweepstakes or contest:

Identify your goals:  Are you looking to increase your consumer database and/or social media following, or is your goal to promote a new product or service?  It’s important to determine these goals before you begin planning your campaign.

Consider your audience:  Is your goal to reach the millennial audience or are you promoting a new retirement community?  Know your audience and what type of campaign will appeal most to your target.

Determine the type of campaign:  Are you looking to collect cool user-generated content that you can use to promote your product?  If so, a contest might be your best option.  For a contest, keep in mind that the more you require from an entrant, the lower number of entries you will receive, but the better chance you’ll have of reaching people that are genuinely interested in your company.  Plus, gathering UGC can be helpful for your brand in the future. Or, are you looking to build your email database?  If so, consider running a simple random drawing sweepstakes. This will allow you to gather more entries and opt-ins and reach even more potential customers when you send future email blasts. If you want to learn more about whether or not you should pre-check your email opt-ins, check out our post regarding that subject here.

Select a platform:  What platform works best for you?  If your target audience is constantly on their phones, consider hosting your campaign on Facebook, Instagram or Twitter.  Cater to a more traditional consumer? A custom microsite that links from your website is a simple and effective place to host your sweepstakes or contest.

Prize matters:  How big of a prize do you need to offer?  What type of sweepstakes prizing should you give away? In our experience, it comes down to both quality and quantity.  First, you want to get entrants excited about winning your prizing so make sure that what you are offering is appealing to your target.  Think of a grand prize experience; something your consumers don’t have access to on their own such as a celebrity meet-and greet or tickets to an exclusive event.  Second, the more you give away, the better chance your entrants have of winning, so consider offering several secondary prizes.  More winners equal more happy customers. Lastly, it all depends on your sweepstakes budget. If your total approximate retail value is $5,000 or more, you will most likely need to bond and register. If you have question regarding prizing ARV, check out this article by Sync Marketing.

Have very clear and accurate official rules:  Has the fear of possible legal ramifications stopped you from running a sweepstakes or contest in the past?  One way to put that fear to rest is to utilize an agency that specializes in promotion law (hint Sync Marketing).  Our legal teams stay up-to-date on all of the changes in the field and will make sure that you are following the rules to the letter of the law.

Promote your campaign:  Do you believe in the saying, “If you build it, they will come?”  It’s not always the case.  You have created a compelling sweepstakes concept, fun entry method and are offering awesome prizing.  Let people know about it!  Advertising is key to ensuring success.

Hire a sweepstakes agency: This should really be the first items listed for sweepstakes 101, but we will end with it as it’s the most important. There are many reasons why you should considering hiring a sweepstakes agency for your future sweepstakes. A sweepstakes agency can help you with all aspect of a sweepstakes or simply pieces. Sync Marketing can handle all aspects of a sweepstakes campaign including, but not limited to; ideation, strategy, management, design, programming, legal, and prize fulfillment. So whether you need a big idea including the creative around your sweepstakes, or you already have the concept, but need someone who specializes in promotion law (official rules, abbreviated rules, winner release forms, bonding and registering, etc) to handle the legal, hiring a sweepstakes agency that lives and breathes sweepstakes and contests if the way to go. For more information and reasons to hire a sweepstakes agency for your next campaign, click here.

It’s exciting to know that a successful campaign can be right around the corner.  All you need to do is just remember to plan, know your audience, consult the legal experts (like Sync Marketing) and get the word out.  It’s a win, win for you and your consumers!


22 sep

Facebook Bans Like Gating for Promotions

By: Jennifer French | In: Best Practices, Contests, Facebook, Legal and Prize Fulfillment, Marketing, Sweepstakes

Planning to run a sweepstakes or contest on Facebook in the near future?  There is an important change that you should be aware of before you proceed.  Today the latest Facebook change and how Facebook bans like gating for promotions, i.e. requiring people to like a page before they can enter the sweepstakes or contest.  Here is Facebook’s reason for the change.

You must not incentivize people to use social plugins or to like a Page. This includes offering rewards, or gating apps or app content based on whether or not a person has liked a Page. It remains acceptable to incentivize people to login to your app, checkin at a place or enter a promotion on your app’s Page. To ensure quality connections and help businesses reach the people who matter to them, we want people to like Pages because they want to connect and hear from the business, not because of artificial incentives. We believe this update will benefit people and advertisers alike.

It’s Facebook’s aim to make sure that the almighty “like” retains its value.  If you are required to like a page for the purpose of entering a sweepstakes rather than being an actual fan of the page, it may tend to water down the user experience, which may equate to the user spending less time on Facebook.

Obviously, increasing your likes is still an important goal, so this just means you will need to think of other ways around the ban.  One idea is to offer a Facebook “like” icon on your entry page and gently invite people to like your page rather than making it a required step.

In addition to this major change, there have been other important changes within Facebook’s promotion policy that were rolled out throughout the year. This is why it’s imperative to hire an agency like Sync Marketing who specializes in promotion law to administer your sweepstakes and contests. At Sync Marketing, we stay up-to-date on all of these important changes and can help you formulate a plan to increase your reach on Facebook (and beyond) despite this new restriction and future changes.


23 jul

Using an Agency to Handle your Sweepstakes Legal and Prize Fulfillment

By: Sync Marketing | In: Best Practices, Contests, Legal and Prize Fulfillment, Marketing, Sweepstakes

There are many benefits as to why companies, large or small, should consider hiring an outside agency, like Sync Marketing, to be their administrator for their legal and prize fulfillment needs. We’re breaking down our top five reasons as to why your company or agency can benefit from contracting sweepstake fulfillment agency, like Sync Marketing, to oversee all of your sweepstakes legal and prize fulfillment elements for your next campaign.

1. We eat, sleep and breathe promotion law. You may have an internal legal team, but typically they are there to handle a broad scope of legal work for your company. At Sync Marketing, our legal team specializes in promotion law and stays up-to-date on all of the latest legal actions and changes in the field – specific to sweepstakes and contests. They even attend all of the promotion law conferences and are quite frequently speakers at these events. Especially when it comes to running a social media sweepstakes, the sweepstakes rules change monthly, sometimes daily. If you were to hire Sync Marketing to handle your sweepstakes legal and prize fulfillment needs, we handle so much more than official rules and winner release forms, we also review all of your marketing materials and social media posts to make sure they’re legally compliant.

2. Let your legal team do what they do best. They’re there to protect and advise you. If they’re simply reviewing the legal documents for a promotion (official rules, abbreviated rules, affidavit of eligibility and release forms, and travel companion forms) that are created by Sync, they’ll have more time to focus on the promotion’s legal documents and ask questions, rather than spending valuable time creating them from scratch. We even review all of your social media posts and marketing materials to make sure they are legally compliant and are consistent with the promotion.

3. Verifying Potential Winners. This is an extremely important step that often gets overlooked. Sometimes winners are simply selected without being verified for their eligibility or compliance with the official rules. At Sync, our project managers oversee the campaign from start to finish and know the campaign better than anyone, so when it’s time to select potential winners and verify if they’re eligible, you can trust that it’s being done right.

Winner Selection

4. Prize Fulfillment. We know that you don’t have time to fulfill hundreds of prizes, so let Sync Marketing help you with that task. We can handle procuring your prize and can fulfill everything from gift cards to booking travel; just let us know what you need and we can help.

5. Sometimes time is of the essence. You’re busy, we know that, and that’s why if you come to us when you’re in a jam and need Official Rules turned around ASAP, we are ready to jump in and start immediately. Plus, we won’t charge you rush fees to do so.

If you need help, or simply have questions, please don’t hesitate to reach out to us today. You can either call us at 323.596.7962 or email info@syncmarketing.net.

 


10 apr

Keeping Winners Happy – Even During Tax Season!

By: Jennifer French | In: Best Practices, Contests, Marketing, Sweepstakes

Since we are almost down to the wire for the end of tax season, I thought it fitting to bring up a few thoughts about sweepstakes prizing and paying taxes.  Yes, the reality is if you host an online sweepstakes or contest and offer consumers the chance to win exciting and sometimes expensive prizing, Uncle Sam will be waiting to receive his fair share from the winners come April.  Despite this, running a sweepstakes or contest is a great way to engage and excite consumers, and if you keep the few items below in mind, there won’t be any surprises at tax time and your winners will walk away with positive feelings due to their winning experience.

  • Clearly outline in the official rules that the winner is responsible for all taxes and fees associated with the prize.
  • Provide the potential winner with an affidavit of eligibility and release form that again reminds them that if they agree to accept the prize, they are responsible for all taxes and fees associated.
  • Suggest that the potential winner speak to their tax consultant regarding their personal financial situation and what accepting the prize will mean to them.
  • Refer them to http://www.irs.gov for more information on paying taxes on sweepstakes prizes.

These are just a few suggestions, but my number one recommendation, if your budget allows, is to offer a cash prize to offset the winner’s taxes. Your gesture of providing cash to ease their tax burden will go a long way!  Ultimately, the main reason you run sweepstakes is to engage and reward  new and current consumers, so make sure that in addition to their great prize, you reward them with the best possible experience.

 winning


20 mar

Marketing the Insanity Better Known as March Madness

By: Sync Marketing | In: Contests, Marketing, Sweepstakes

Today not only marks the first day of spring, but kicks off the start of March Madness;  a great time of year for marketers, especially in the sweepstakes and contest arena. Many companies create tournament bracket challenges that offer huge cash payoffs for the lucky entrants as they know the appeal is undeniable to the young, sports-minded, social-preoccupied market. And since this dedicated (or obsessed) demographic will be entering into pools regardless; whether it’s with work, friends or family, it’s a winning opportunity for marketers.

Quicken Loans partnered with Yahoo! Sports this year to present their Quicken Loans Billion Dollar Bracket Challenge, aka the Tourney Pick’em 2014. Even though the chances are slim, it’s a fun way to get in on the spirit of March Madness. Once you place your bets, you can’t help but think that your bracket has a chance – at least until you realize 50% of your picks are out in the first round.

Another popular bracket bonanza is the ESPN Tournament Challenge, giving participants a chance to win a $10,000 Best Buy gift card. And for those who didn’t start off on the right foot for March Madness (Ohio State anyone?), there is always the Fox Sports Second Chance Bracket.

It’s seems that regardless of whether you’re a marketer, college basketball fan, or just playing for the chance to win, everyone goes a little mad for this month that is March.

 


06 mar

To check or not to check, that is the question.

By: Jennifer French | In: Best Practices, Contests, Marketing, Sweepstakes

We are continually asked our opinion on whether or not a pre-checked opt-in is recommended when running a sweepstakes or contest.  I always reply with the question, “What are you trying to accomplish?”

If it’s a true numbers game where quantity rules out over quality, then pre-check away!  Critics of this suggestion may say that you aren’t necessarily reaching your target audience by “tricking” entrants into opting in.  My feeling is that if you have even one shot at capturing their attention you’re ahead of the game.  Let’s be honest, on more than one occasion I’ve received an email from a “deal” website that I opted into and ended up purchasing a weekend getaway I wasn’t planning on or looking to take.  Sometimes, it just works!  It’s all about the content and the timing.  However, I would like to offer a few caveats –

Let them know what’s in it for them.  We always recommend that the opt-in copy clearly outline exactly what the entrant is agreeing to receive.  Emails, mailings, whatever it is; be transparent.

Speaking of trickery, this one always gets me…Don’t hide the opt-in check box and copy!  Both should be located within the entry form and not hidden in small print at the bottom of the page.

If you love someone, set them free..!  You must offer consumers the option to easily remove their information and prevent themselves from receiving future communication if they so choose. We advise this not only because it’s the right thing to do, but it’s the law!  See CAN-SPAM Act here

So again I ask, “What are you trying to accomplish by pre-checking the opt-in box?” If you want to gather a high number of possible new customers so that you may provide them exclusive and one-of-a kind content, then I highly recommend the pre-check.  Pre-checking the opt-in may produce more loyal customers than you anticipated.