Stupid Vs. Strategic Sweeps

Stop and ask yourself, “Do I know a Stupid Sweepstakes from a Strategic Sweepstakes?”

First, answer these three simple true/false questions.

1. Sweepstakes are a volume driving tactic (T/F)

2. Sweepstakes drive significant consumer interaction and response (T/F)

3. Sweepstakes are used to communicate new and tangible product differentiation (T/F)

If you have used a sweepstakes for any of the above, you have experienced a “Stupid Sweepstakes.” The answer to all three statements is “False.”

Stupid Sweepstakes

Sweepstakes are a volume-driving tactic. Your brand needs a volume-driving tactic to reverse declining sales, so your agency recommends a sweepstakes to reverse brand sales. STUPID SWEEPSTAKES!

Sweepstakes entries cannot legally be tied to purchase. Therefore, don’t expect a sweepstakes to drive significant volume for your brand.

Sweepstakes drive significant consumer interaction and response. As brand manager you decide you need to drive significant levels of consumer interaction with your brand to foster loyalty. Your agency recommends a sweepstakes. STUPID SWEEPSTAKES!

When was the last time you entered a sweepstakes? Why would you take the time and effort to enter where the odds of winning are literally one in a million? By the way, a million is not a big number given free-standing inserts reach more than 40 million individuals. In fact, you can anticipate less than 0.5 percent response to a sweepstakes. People simply do not enter sweepstakes in significant numbers.

Sweepstakes are used to communicate new and tangible product differentiation. Your brand’s R&D department just figured out the perfect mousetrap, the tangible product differentiation and the quintessential “silver bullet” product benefit. Your agency recommends a sweepstakes to introduce this historic breakthrough. STUPID SWEEPSTAKES!

Sweepstakes are not used to succinctly and clearly communicate a new or improved product offering.

Strategic Sweepstakes

So, when do you use a sweepstakes? Answer these three simple true/false questions.

4) Sweepstakes are a means to add dimension to your brand’s positioning (T/F)

5) Sweepstakes will elevate consumer visibility to your brand’s sponsorships (T/F)

6) Sweepstakes are used to increase brand readership/viewers in lieu of any other pertinent communication (T/F)

The answer to all three statements is “True.”

Sweepstakes are a means to add dimension to your brand’s positioning. Your brand is the taste of the Caribbean. One sip mentally transports your consumer to a beautiful sand beach with beautiful bikini-clad women and muscled men wearing those very little bathing suits. Your agency recommends a sweepstakes in which a lucky consumer and 100 of their closest friends may win a Caribbean Island for a week. STRATEGIC SWEEPSTAKES!

This drives home the positioning and reinforces it in consumers’ minds.

Sweepstakes will elevate consumer visibility to your brand’s sponsorships. Your brand is sponsoring a NASCAR car for the consumer visibility and the retail leverage that NASCAR offers. Your agency recommends a sweepstakes in which a lucky consumer can win a ride in the car or a chance to be part of the pit crew for a race. STRATEGIC SWEEPSTAKES!

Sweepstakes provide brand credibility and spotlight the sponsorship. Who else but a true NASCAR sponsor can get you into a NASCAR car or onto the car’s pit crew?

Sweepstakes can increase brand interest in lieu of any brand “news.” This is the year that your BBQ sauce brand is being “milked.” No new flavor introductions, no line extensions, no new product news. Your agency recommends a “franchise-building sweepstakes” to win the ultimate outdoor BBQ grill and cooking area makeover. STRATEGIC SWEEPSTAKES!

Sweepstakes, as an overlay, can bring consumer interest to a brand that is on hiatus as well as providing the sales force with news to sell and drive display.

Shari Brickin is executive vice president of Catapult West in Los Angeles.