We see many companies run the same promotion year after year. The key to that next year's success is to take the learnings from the previous year and make the promotion even better. Marketers win when those companies share those learnings with other marketers.Take, for example, the Subway Scrabble Game. It launched in 2007 and ran three years in a row. Their marketing agency shares how they made the sweepstakes successful by building on the following points.
1) Boost odds of winning by offering more lower level prizes. Consumers will enter if they have a chance at winning.
2) Communicate number of prizes and odds of winning at all touch points. Consumers want to win so communicate those chances everywhere.
3) Give away a free code. Get consumers to register to try the promotion for free.
4) Collect only the necessary data up front during registration. Collect the detailed redemption information when needed, when consumers actually win. This will help with privacy concerns.
5) Offer multiple ways to enter. Consider text. Some 10%-50% sweeps entries now come in via SMS.
6) Consider virtual prizes – music downloads and ring tones can be won instantly online. They are cheap, easy to redeem, and create instant gratification.
Check out the full article here:
www.chiefmarketer.com/disciplines/tips/contests/ways_win/index.html
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