Strategy Session: 7 Ways to Win at Sweepstakes
I guess the idea of new lawn furniture or a great grill just didn't excite people.
3. Sweepstakes need to seem "winnable." That's why modest prizes often work better than more expensive prizes-people have to feel they really have a chance to win in order for them to take part.
For the same reason, multiple winners always outpull just one winner.
4. Sweepstakes benefit from involvement devices. If all I have to do is enter, then I assume everyone will. If I have to solve a simple problem, guess at a prize, or even remove a sticker and see if I've won, I will be more intrigued.
By the way, there are also legal benefits to doing this. Making people actually do something turns a sweepstakes into a "competition," which is usually easier to get approved.
5. Sweepstakes are all about credibility. I have to believe that I can win, that others have already won and that all prizes will be awarded.
If you're doing more than one sweepstakes, it always helps to list previous winners on your website, or even in your promotion.
6. Sweepstakes prizes need to be personal. I have never seen a business-to-business sweepstakes succeed, unless the winning prize was personal rather than for the business.
The only exception is for small businesses, where the owner benefited.
7. Don't forget your customers. Many companies use sweepstakes to attract new customers. There's nothing wrong with that.
However, I would strongly recommend that you include your existing customers, and let them know about it. So instead of (A) not being able to enter, which they'll resent, or (B) having to enter just like everyone else, why not make them feel special and enter them automatically?
The Hidden Benefit of Sweepstakes
Finally, there's a hidden benefit of sweepstakes that make them even more appealing—especially in this economy.