Prize Promotions Create "Buzz" about ProductsWord-of-mouth marketing is becoming more powerful than ever, since people can tell friends about things that capture their interest instantly through emails, blogs, Facebook, Twitter, and newsletters. Contests and sweepstakes encourage people to talk about a company, spreading the word about their products and services.
Sweepstakes Encourage People to Visit WebsitesA great product is worthless to a company if their customers don't know they exist. Online sweepstakes give people strong motivation to visit a company's website, and many of those people will continue to explore the website after they've entered to see what the company has to offer.
Companies Use Giveaways to Build their Email ListAn email marketing list is a great way for companies to strike up a dialog with you, and to be able to keep you informed about their products and services. This is why contests and sweepstakes usually include the chance to opt-in to the sponsor's mailing list. Because newsletters are a very valuable form of contacting potential customers, sweepstakes that are instrumental at expanding the mailing list are considered to be very successful.
Contests Generate Advertising Content at a Reasonable CostCreative contests where participants submit photos, recipes, or essays about products can oftentimes be used as advertising. In other words, instead of paying an ad agency to produce content, sponsors can pass the money that they would otherwise spend directly to their loyal customers in the form of prizes, benefiting sweepers and corporations alike.
Sweepstakes Provide Valuable Market ResearchMany times, you might see some optional or required survey questions while you are filling out sweepstakes entry forms. Why? Sponsors are trying to get some insight about how their potential customers think, go about their days, or use the company's products around the house. This can help them focus their advertising to be more effective.
Giveaways Strengthen the Relationship Between Company and CustomerSweepstakes strengthen the company-to-consumer relationship by building a sense of fun, by entertaining people while informing them about the company's products, and by giving customers a benefit for interacting with the company in the form of fun prizes. The chance to win creates a positive feeling toward the company in their visitors' minds, which can then carry over to a brighter attitude toward the sponsor's products.
Conclusion: Sweepstakes Only Work When Sponsors and Sweepers Work Together
Sponsors hold sweepstakes and contests for one reason: because prize promotions are an effective way of helping them make more profit. As soon as sweepstakes stop being profitable, companies will stop offering them. That is why it is so important to be a courteous sweeper and encourage companies to continue to hold more prize giveaways.
At the same time, sweepers have rights, too. Participating in contests doesn't obligate you to be deluged with spam or to make a purchase. By learning how to protect yourself from unwanted marketing mail and recognizing the signs of a sweepstakes scam, you can make sure that companies aren't taking advantage of you while you enter sweeps.