Sweepstakes (or sometimes referred to as giveaways) are a marketing tactic that brands small or large can benefit from. Before we dive in on why you should run a sweepstakes, let's have a quick chat about what a sweepstakes even is.
In simple terms:
A sweepstakes is a promotion where participants enter and a winner is selected randomly to receive a prize.
Using gamification in your marketing strategy comes with a list of rules you must follow to be considered legal. A promotion must not meet more than two of the following criteria:
A sweepstakes involves prize and chance- consideration must be excluded. Typically this means a sweepstakes must have a way for consumers to enter without purchase or significant effort. You’ve probably seen this wording before: “NO PURCHASE NECESSARY.”
Now that you understand how to run a sweepstakes, we can talk about why you should be using a sweepstakes in your marketing strategy.
If your marketing goal is to gather data, a sweepstakes or contest is your jam. With a sweepstakes, companies can gather valuable data with each entry. From consumer information (names, emails, address, etc.), to data on your brand. You can grow your email list by adding an opt-in checkbox at the bottom of each entry form. You can see which prizes consumers are interested in most for future campaigns. You can discover where consumers were best engaged with your program. The best part about a sweepstakes, is the data you get from each campaign can be used to create an even better sweepstakes next time.
Promote & Advertise
Consumers aren't the only ones that can win with a sweepstakes. Gamification in marketing can be a fun way to promote your brand. With a sweepstakes, brands can promote specific products by tying entries to the purchase of said product. As mentioned above, don't forget to create an alternate means of entry (AMOE) for your consumers that doesn't involve a purchase in order for your sweepstakes to be considered legal.
In addition, a social media sweepstakes can generate free advertising for your brand. You can tie sweepstakes entries to social media likes, comments, follows, shares, etc. By giving your consumers an incentive to interact with your brand, you can increase your brand awareness on social media.
Easily integrate into any marketing campaign
Perhaps the best selling point for a sweepstakes is its versatility. If you want to add gamification to your existing marketing strategy but aren't sure how, a sweepstakes is the perfect solution. By adding a grand prize to your marketing campaign it can give consumers the boost they need to interact with your brand.
In addition, a sweepstakes is a great way to add a fun and exciting element to any promotional campaign. Run a sweepstakes with your loyalty program to increase sales and participation during your slow season. Or, use a sweepstakes to incentivize repeat participation for your instant win game.
A sweepstakes can be a simple solution to increasing consumer engagement with your brand. The best part: the data gathered from every sweepstakes will give you the information you need to make an even more successful sweepstakes next time. And with MRi’s IDEA process at your back, our promotional experts will guide you through the process, from strategy to execution. We will identify your promotions unique purpose so your sweepstakes will resonate with your consumers. In addition, we gather the data and provide you with the tools and insights you need to continue your success on future promotional campaigns. Ready to get started with a sweepstakes? Contact our experts today.