This post is a continuation of ‘How to Integrate Prize Promotions into Your Business Strategy.’
As we previously discussed, you first need to lay the groundwork for a promotion to successfully engage your customer base and add value to your brand. Once you have covered the basics, deciding on a concept is the next step. Concepts can make or break a promotion. You need to evaluate your audience, location, and the desired actions of your campaign. Promotions can be executed on a large and small scale. Here are a few platforms to consider:
- Listen, Watch & Win
- Interactive Kiosk
- Game Show
- Text & Win
- Social Media
- Match & Win
- Scratch & Win
- Sports Contest
- Taste Guarantee
- Online Instant Win
- Money Back Guarantees
- Loyalty Programs
The above concepts are merely launching pads. You have the ability to customize each idea to fit your brand image and style. In fact, unique execution and creativity means higher effectiveness. Taco Bell is known for doing exactly this and they knocked it out of the park with their MLB sponsorship during the World Series. If any player hit the floating target in McCovey Cove, every U.S. resident would receive a free taco. Taco Bell received a total of 4 billion brand impressions!
Need a few more examples? Take a look at these:
- Star Trek and The Texas Lottery
- Lebron James and Carmex
- Long John Silver’s and NASA
If Long John Silver’s and NASA’s partnership isn’t proof that the sky isn’t the limit, then we don’t know how else to tell you! It might be our Texas roots, but going bigger can really amplify your campaign. People often confuse this just to mean monetarily. While big-money prizes are always eye catching, grand prizes in promotions, contests, and games can include a variety of big ticket items such as the following:
- Dream home
- Vacations for life
- Home makeover
- Sports tickets for life
If you’re interested in a mega-prize structure, make sure you have guaranteed prizes such as gift cards or store merchandise to support it. You can do this by partnering with other companies that can help extend your promotion’s reach in multiple channels. Select brands that your audience has or can develop an affinity for that will help your brand.
Prize Specifics & Rules
Each prize should be considered in terms of the exposure, objective and attempts. After you have selected the number of prizes you want to offer, create a plan that will determine how each one is won. Also consider how many times people can enter and how submissions will determine the odds of a participant winning. Shoot for a ballpark or a range instead of exact numbers. If your promotion is on the national level, you might need additional research.
Clear rules should always accompany your promotion. It serves as a contract between you and participants and you should have legal counsel* review them prior to launch. Although rules tend to vary from campaign to campaign, the following are a few of the most commonly used:
- No purchase necessary
- Limited number of entries
- Method of determining winners
- Odds of winning
- A listing of the prizes and the value of each
- Eligibility requirements and exclusions
- Length of the contest
- Winner selection process, date, and winners’ list
- Limitation on the sponsor’s liability
- States in which participation is prohibited.
Media & Promotion
Your promotion will need other vehicles to get it off and running. Ask yourself, how will your target audience will find out about your promotion. What media channels should you utilize to maximize awareness? Traditional channels like radio, print and TV can reach a broad audience, but also keep in mind online advertising and social media. Customer touch points can also help grow awareness, so try to use those that match your brand, promotion and goals.
- Point of sale
- Partner web sites
Every promotion is unique and this guide may only cover the basics of what you want to accomplish. If you have questions on promotion execution, a member of our team can walk you through the process on a more personal basis. Call us for immediate assistance at 1-888-860-3770 or fill out a contact form. Want to know what promotion SCA is up to next? Get social with us!