Strategy Session: 7 Ways to Win at Sweepstakes
In the weeks while the sweepstakes ran, people spent more on their Edgars store cards than they ever had in the past-boosting store revenues by millions of dollars.
The reason: Imagine how you'd feel if you won the sweepstakes, and you only owed Edgars $17.25?
So people spent more, with the hope of winning more. This became our most successful sweepstakes and one of the only ones we repeated (by popular demand) year after year. Some credit card companies have copied this, but I don't think it's ever worked well for them. I think it's because we were working in a smaller market, and people really thought they had a good chance to win.
7 Ways to Win at Sweepstakes
The examples I've used were all business-to-consumer, but we've had good success with business-to-business sweepstakes, too. My sweepstakes experience also includes being a actual prize.
When I did a series of seminars for Australia Post in 2008, registrants could win "Alan Rosenspan in your Boardroom for 2 hours."
I assume second prize was four hours.
Here's what I've learned about sweepstakes and how to make them work as effectively as possible.
1. Sweepstakes are all about fantasy. The prizes have to be above and beyond the ordinary, preferably something that money can't buy.
When we did a sweepstakes for Quaker, the grand prize was a free trip to Hollywood. But that's something anyone can get on her own.
So we included a few extras you couldn't get—including having breakfast on the set of the most popular TV show at the time, and meeting the actors and crew. We called it "The Best Seats in the House" sweepstakes.
2. Sweepstakes need an exciting theme. One of the sweepstakes I did that failed was for Scotts LawnService. It was called "The Great Outdoors Sweepstakes," and we offered $10,000 to spend on anything for outside your home.