How to Create High Performing Sweepstakes for Lead-Gen Efforts
This makes zero sense to me in so many ways …
Unless this publishing company is uploading an app on the iPad with a free online subscription to one of their publications, I don't see the relevance for the end-user. This publisher will likely wind up with thousands of leads, but they will be unqualified, irrelevant people looking for a free electronic device and not in the other information products they offer.
Plus there's an out-of-pocket cost for the product and shipping of the product.
This, in my opinion, is typical of the "old" sweepstakes offers where little strategy and direct response knowledge seemed to go into planning the campaign.
However, one website I discovered in my research for this article seems to hit the nail on the head and offer something synergistic to their leads, as well as qualifies the lead for future potential sales via cross-sell and upsell efforts.
Take skin care company, Dermagist. Their sweepstakes offer is for lead generation, touts a "$200 shopping spree," and is featured on their website and Facebook page. The tactics they are using can be applied to most any industry.
Leads have to "register" by liking Dermagist's Facebook page, as well as post on Dermagists' Facebook page why they love the product. Winners are chosen monthly and given a promo code worth $200 toward anything in their store. No purchase is necessary.
What I Like …
The offer is ongoing, so it's a continuity of new leads (email addresses) coming in on a monthly basis to help build the list and offset any attrition.
The prize is realistic, targeted and qualifies the recipient based on relevant interest—it's appealing to those interested in skincare products and is a great way to get repeat and referral sales.
Often referred to as the "marketing maven" by industry peers, Wendy Montes de Oca, MBA has nearly 20 years of experience in marketing, media, and publishing with expertise in multichannel, direct response, and Web marketing. Wendy has generated more than $150 million in total revenues for Fortune 500 companies, top publishers, consulting clients, and her own firm, Precision Marketing and Media, LLC. She is the creator of the groundbreaking SONAR Content Distribution Model and author of the best-selling book Content Is Cash: Leveraging Great Content and the Web for Increased Traffic, Sales, Leads and Buzz [Que Publishing, Paperback].