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!