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A sweepstakes promotion takes careful planning
A Sweepstakes promotion is an effective promotion in increasing awareness of readership of your advertisement. It will also enhance your products image, get support from the retailers with point-of-purchase displays and provides you with an opportunity to build a database of potential customers. Sweepstakes can be very expensive, however, no other promotion vehicle offers more control of its costs. They also have several legal restrictions and requirements that must be followed as they are legally controlled and regulated by Federal, State and local authorities.
Santella & Associates recommends that you carefully plan your sweepstakes promotion and we suggest the following guidelines:
1. Identify and define your objectives and marketing goals for your sweepstakes promotion.
2. Plan your sweepstakes promotion as part of your total marketing strategy not as a stand alone promotion. Utilize in-store displays, TV, radio to support your promotion.
3. Determine the areas of responsibility, who to assign the responsibilities to and the schedule for completion.
4. Establish the budget for the sweepstakes promotion.
5. Determine where the sweepstakes will be held, the geographic area of participation, duration of the promotion, age requirements, entry requirements, prohibited affiliations and legal requirements.
6. Select a theme for your promotion (who is your target audience for the promotion based on your marketing objectives), the number of prizes or winners. List prize descriptions and limitations. Develop your artwork depicting the prizes.
7. Your offer should be clearly defined and easy for the customer to understand. Your company's name and the product should be prominently featured in the ad copy.
8. Determine the criteria and method for judging and evaluating results and determining the winner.
9. The sweepstakes form should be carefully proof read and approved by all assigned parties including marketing, brand management, finance, legal, etc..
10. The legal department should review all areas of the sweepstakes promotion to ensure that it complies with all Federal, State and local laws.
Your ad copy should indicate the following:
A. The legibility requirements to enter the sweepstakes, prohibited affiliations, prize description and limitations;
B. How the winner will be chosen (judging);
C. The mailing address for submitting entries;
D. Where official entries can be obtained;
E. The deadline dates for receiving entries;
F. If there is a limit on the number of entries per person;
G. Identify the geographical areas for participation, age requirements, conditions of entry such as no purchase necessary;
H. Indicate the odds of winning or that the odds of winning are based on the number of entries received;
I. Indicate how the winner will be notified;
J. Whether the winner may elect cash or merchandise;
K. Disclaimer of Liability of Error;
L. Releases, if required.
You should also indicate that "reproduction of sweepstakes entries will not be accepted" and identify those states in which the "promotion is void". Require signed affidavits from the winner, if applicable and identify where a list of winners will be available upon written request. You may be required to file a Final Sweepstakes report in some states.
Source: BonusGambler.com Editors' Choice
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