Chapter 8, Sweepstakes & Contest
Sweepstakes – no purchase required
Contests – purchase may be required
Winners in sweepstakes are determined solely by chance, whereas contests require entrants to demonstrate some sort of skill.

Sweepstakes
+ Sweepstakes attract many more entrants than contests.
- Contestants often send in multiple entries, duplicates are received.

Contests
+Contests attracts people who have some interest in the product being promoted.
+ Attract more attention and interest than sweepstakes. (Effort in the entries)
+ Can be design to have public relations value.
+ Allow companies to solve marketing problems (contest about What the coolest computer can do)
- Most people enter only once or a few times.

Sales Force Contests
Designed to encourage company, distributor, or retail sales forces to work hard to sell the product. ex, reward the top salesperson

Spliffs – reward retail- or distributor-level salespeople with a certain amount of cash for each item they sell.
Mystery Shopper – usually consist of actors, hired by manufacturers, who visit retail outlets asking for assistance and recommendations. If salespeople respond by suggesting the “right” brand, they can win a prize.

Instant win – find out directly if they’ve won
Other sweepstakes may give consumers game pieces that include entry numbers or symbols; individuals must then visit a specific retailer, watch a particular TV show, or take some action to find out if the have won a prize.

Uses of Sweepstakes & Contests 1. Create consumer interest and excitement. 2. Joint promotion can be developed with manufacturers of relatively high-priced goods, who provide prizes at cost, or free, in exchange for the publicity value. 3. Attract free media attention, especially contests. 4. Good way to collect information about its consumers for a costumer