Before you say the words “enter for a chance to win,” you should take a step back. Make that a few steps. Promotions, through either Sweepstakes or Contests, are great tools to use for marketing a new product or campaign, engaging your audience, or attracting new customers. The key is deciding on the right type of promotion to run and clearly defining the parameters of the promotion at the outset. This can be tricky.
Step 1: Upfront Planning
First, you need to decide what type of promotion you should run by defining your goals. Ask yourself, “what is the primary objective for running this promotion?”
Two of the most common promotions are Sweepstakes (games of chance) and Contests (games of skill).
Sweepstakes are primarily used to generate awareness and are simple to implement. They are also easy to understand, economical, and if done properly, can impact short-term behavior.
Contests are used to engage an entrant more fully in the product or service. They leave the consumer with a stronger brand impression because they are spending more time engaging with your content, site, and sometimes, your product.
Step 2: Determining the Promotion Details
Next, you should align on the mechanics of the promotion. Some questions include:
- Who is eligible to enter?
- How many entries per person will be allowed? and
- What is the contest duration?
Here are a few things to keep in mind that can help generate a great promotion:
- Create a great promotion name — something catchy that fits within the promotion theme.
- Have a clear call-to-action. This explains to consumers what they need to do in order to gain entry (for example: “Tell us in less than 200 words why you deserve to win a dream vacation” or “Fill out the entry form below for a chance to win”). Keep it simple or it could result in fewer – and possible lower quality entries.
- Make the promotion shareable. Include prominent social media share buttons so consumers can easily post to their Facebook and Twitter feeds.
By following these tips, you can rest assured that you are getting your promotion off on the right foot.
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