Promotions are contests or sweepstakes that generate qualified leads, promote awareness and/or leverage advertising and public relations efforts.

Promotions do not normally require cash investment, but there is a cost:

• In kind-trade (may include travel, lodging, admission to attractions, meals, entertainment, merchandise, etc.)
• Staff time (to develop and run promotions and distribute prizes)

For purposes of this primer, we do not define the following as promotions:

Advertising: Advertising enables your organization to purchase a certain amount of print space (quarter-page, half-page, etc.), specific amount of on-air time (30- or 60-second spot, etc.), or website presence (banner ads, etc.) Promotions do not usually permit you to specify the amount of space you will receive in print or the length of your on-air “spots.” They may include free banner ads or on-line exposure if web presence is part of the promotion.  

Donations: Fundraisers, charitable organizations, etc., may approach your organization for a contribution. While these are worthy endeavors, they do not normally generate leads or leverage advertising and public relations efforts.

Sponsorships: Involvement in high-visibility events may provide exposure, leverage advertising and public relations efforts, and in some cases generate leads. However, there is usually a fee to participate.

Arguably, the most desirable prize for a travel promotion is a complimentary vacation.

The prize may include:

• Travel: airfare, train tickets, driving tours, and/or rental cars
• Lodging
• Attractions (complimentary admission)
• Entertainment
• Meals
• Other (golf, spa experiences, VIP gift baskets, etc.)

Ideally, partners will provide all of the components in exchange for exposure during the sweepstakes. If that is not possible, you may need to purchase some elements.

You can also consider eliminating some prize components if the total cost is a concern.

For example, some prizes are for “ground only” and do not include complimentary air or rail fare or rental car. Some do not include complimentary meals.

You can also add components to make the ground portion more attractive: golf, spa, guided tours, wine tasting, etc.

When determining the value of a promotion, ask if the promotion provides:  

A measurable return on investment

• Qualified leads
• Print exposure (dollar value)
• Broadcast exposure (dollar value)
• Website exposure (dollar value, if available)
• Similar promotions that you can use as gauge of prospective success

Qualified leads of prospective visitors you can contact

• How many leads might you receive?
• Are they from your target market(s)?
• What information will they include? Name, e-mail addresses, mail addresses, phone numbers?
• Which information is more value to you?
1. Will your system allow you to send out hundreds, or thousands, of e-mails?
2. Will your budget permit you to contact hundreds, or thousands, of prospective visitors by regular mail?

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Print exposure:

• What type of exposure: name, logo, descriptive verbiage, website listed?
• What is the circulation of the publication?
• Does it reach readers in your target markets?
• Do its readers fit the demographic profile of your visitors?
• Is there a website for the sweepstakes page? If so, what will it include: name, logo, descriptive verbiage, website address, live link?
• What is the dollar value of the exposure?

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Broadcast exposure:

• How many “on air” mentions will you receive?
• Can you supply copy points/will the station use them?
• What is the audience of the station?
• Does it reach listeners in your target market(s)?
• Do its listeners fit the demographic of your visitors?
• Is there a website for the sweepstakes page? If so, what will it include: name, logo, descriptive verbiage, website address, live link?
• Will you receive qualified leads? If so what information will you receive: e-mail address, phone number, mailing address? How useful is that information to you?  (Note: radio promotions do not usually generate leads, as stations may not get, or keep on file, any information beyond the telephone numbers of callers. If listeners can enter the contest on the station’s website, e-mail leads MAY be generated.)
• What is the dollar value of the exposure?

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Website exposure:

• How will the on-line contest be publicized (advertising, print, broadcast, e-blasts?)
• What is the visitation to the website?
• How much information about your organization will be on the website: name, logo, descriptive verbiage, website address, live link?
• Will you have input in descriptive verbiage?
• Will you receive qualified leads?
• Have there been similar promotions that you can use as gauge of prospective success?

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Comparisons with past promotions:

Looking at similar promotions run in the past will be helpful, and can provide some basis for projecting results of future promotions. Be aware, however, that there are many variables.

What else is going on in the “world” of prospective participants? Here at VTC we take into account major holidays that occur during the sweepstakes; if fewer people visit Virginia.org during contests, there can potentially be fewer entries.

Appeal of prize: Some prizes “click” with prospective participants and others don’t. Finding the right fit is part science and part art…and part luck. Try to tailor prizes to the “audience” you’re trying to reach and research what has worked well in past promotions (if they have occurred)

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