First time running a sweepstakes? Here's a few tips.
While many of our clients have been running sweepstakes and contests for years, we get plenty of inquiries from awesome brands that have never run a giveaway! And, while coming up with the basic idea surrounding your sweepstakes is easy, there are other important questions you need to ask yourself so you can be fully prepared for launch.
Here’s what you should be thinking about when deciding to run a sweepstakes.
WHEN WILL YOUR RUN YOUR PROMOTION?
While it’s impossible to ensure the success of a sweepstakes, its important to consider the time frame your going to run it. Timing can make or break your promotion, but it also depends upon your brand and when your audience engages most. For example, if you’re interested in launching a promotion with a “Back to School” theme, you probably want to start advertising and allowing entries before that first week of school starts.
WHAT WILL YOU AWARD?
Prizes are everything and a surefire way to get people entering (or totally avoiding) your sweepstakes. While offering lots of prizes is great, lots of small prizes that require more than just a simple entry form submission to qualify might not be too appealing.
On the flip side, one large prize (like, a vacation home) sounds great, but there’s a huge tax liability involved in that (and that’s cash out of pocket most winners won’t have). Make sure you think your prize structure through and hire an agency that can help you navigate the pros and cons (we might no someone...hint, hint :))
HOW WILL YOU ADVERTISE?
If you’re not advertising your sweepstakes, your probably not going to get many entries. Develop an advertising strategy that has many arms. In addition to conventional advertising like print and on air media, think outside the box and in the now: co-sponsorships, social influencers, fan sharing, and more.
ARE THERE ANY LEGALITIES TO CONSIDER?
Once you’ve got the basics covered, considered the legalities (this is where an experienced agency comes in). Are you requiring a purchase or other consideration to enter? If so, you need an AMOE. Is the prize pool over $5,000 and advertised to residents of Florida, NY or Florida? If so, you need to bond & register. Does your brand belong to a regulated industry (like the financial industry or alcohol)? If so, there are things you definitely can’t do.
We are here for you every step of the way. We’ll help you brainstorm, navigate the various legalities involved in the promotion structure, write the official rules, pick the winners, fulfill prizes and deal with IRS paperwork. Contact Us with all your questions, big or small.