Using Contests and Sweepstakes to Increase Your Business

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by Kevin Nunley

I spent many years working in radio. During that time I never worked for a radio station that wasn't carrying on a major contest at all times.

Radio people feel almost naked without a car giveaway, CD blow out, or vacation getaway up for grabs.

Not everyone will play a contest (in fact, there's a consistent percentage that think all contests are rigged). Nevertheless, about 20% of the public will play a contest. In total numbers, that's a lot of people. If you could increase your customer base by 20% you would be doing significantly more business. That would be even more substantial if the 20% were very active customers (which contest players tend to be).

Contests can be a very good way to get a lot of people more involved in your business and increase sales. There are two basic methods of incorporating a contest into your marketing plan: You can run your own contest, or you can sponsor one.

Sweepstakes or contests are a staple of business promotion. Even if only a fraction of your customers are interested in winning, many more will enjoy the increased excitement a contest brings your Web site or store.

If customers are comparison shopping and your competitors' prices are about the same as yours, many customers will buy at the last place they visit. It is simply more convenient.

However, if they registered for a contest at your site or store, they will return to see if they won. Sweepstakes can make your business the last stop, the place where comparing customers finally make their purchase.

Get customers excited about your prize by describing how their life will change when they win it. Don't just tell them they can win a boat, include how a relaxing weekend with sun and waves can bring tranquility, family harmony, and better state of mind at work.

Try to find prizes that closely fit the theme of your business. Even small inexpensive prizes are appealing if offered to a niche audience who deeply appreciate them. Also, Be sure to follow-up after the contest and let customers and visitors know who won the contest and how they are using and enjoying the prize. This follow-up can often be the part people remember the most from your contest campaign.

Another way to reach a particular group of prospects using contests and sweeps is to find a business that regularly works with them. Offer to sponsor a contest.

You can get your name involved by giving the business what it needs to run the contest. You can contribute prizes, money, help, or resources.

For example, if you are looking for ways to recruit people into your business opportunity, sponsor a contest through a well-known ezine or Web site that specializes in biz opps.

Your contest will get more attention and enjoy more legitimacy when coming from a trusted name in the industry. Your association with an established business can also make you look important and noteworthy.

When I worked in media we often searched for sponsors for our contests. An electronics store sponsored a mud fight on election day (that one brought out the TV cameras!) A car dealership sponsored a treasure hunt and offered a major clue to anyone who came by.

Customers are always looking for "extra value" in their purchases. Use this to your advantage by giving your prospects the chance of winning something -- It will make your business a winner as well!