Online sweepstakes are great at driving web traffic in the short-term, but realistically, what kind of long-term benefits should I be expecting to see?
Instead of looking at a sweepstakes for just traffic-generation, look at it as an entry point to developing long-term customer relationships. When you run an online sweepstakes you can almost guarantee that people will respond, it’s what you do with those responses that will impact your bottom line in the future. Most sweepstakes require participants to provide certain information (data) in order to enter and this is where you start building the rapport that will eventually result in revenue generation. Sweepstakes registration is the perfect opportunity for you to assess subscriber preferences, customer demographics and behaviours that will benefit you as you plan future marketing campaigns. By gathering relevant data during the registration process you have the ability to develop future preference-based marketing messages that are relevant to that particular participant. And experience tells us that the more relevant a message is the better response it will get. This information is a
