So you launched a Sweepstakes or Contest yet no one is entering. While there could be multiple factors for this lack of consumer response, the first thing to check is your media plan. If you do not promote your own Sweepstakes or Contests, chances are no one else will. You must use media to drive awareness and traffic to your website or Facebook page.
Here are some examples of different media tactics – both online and off – that can be used to promote a Sweepstakes or Contest.
Online Media Tactics
-Google Adwords: Set predetermined keywords and then ads will appear when a consumer’s internet search includes any of those words. You can set this up on a cost-per-thousand (CPM) or pay-per-click (PPC) basis.
-Native Facebook Ads: Ads appear as posts based on other “liked” pages, interests listed in consumer’s profiles and activity.
-Tell-A-Friend: Include an option for consumers to send the Sweepstakes or Contest link directly to their friends via Email by including an easy sharing method. Some promotions offer an extra Sweepstakes entry for this action.
-Social Media Share buttons: Always include easy share buttons so consumers can post directly to their Facebook, Twitter, and other Social Media accounts and help spread by word-of-mouth.
Offline Media Tactics
-TV or Print Ads: Perfect to reach large audiences but also for those with larger budgets.
-Radio: Good for smaller budgets and you can localize targeting with spot radio buys.
-On Packaging: Include your message right on your product, but only if you have ample lead time for printing.
Regardless of the method used to reach your audience, in any good advertisement there is a compelling call to action. Keep the message simple yet enticing enough for consumers to want to click through to view more details. You can include these additional details and other sales messages once you get them to your website or Facebook page. Consider the type of reports or analytics each tactic provides you with at the end of the campaign so you can determine if it was the proper method of advertising for your specific goals.
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