The Prize Is Always Right
Giving away a prize as an incentive to sell a product or solicit a
donation is a time-tested marketing ploy that never fails. The
only problem is that the market has become oblivious to
sweepstakes.
Promoters are giving away the same old prizes time and time again.
Without adding anything exciting to the sweepstakes, you might as
well offer $10million or your efforts (or your product or
charitable cause) are likely to be ignored.
In this age of mega-million lotteries, the type or value of prizes
offered speak the language of the market.
If your product is just as good as that of your competition, or if
your charity is just as worthy as any other that seeks donations,
then you;d better spike your campaign with a sweepstakes that is
unique as can be.
THE PRIZE
A few years ago, a church in Daly City, a bedroom community west of
San Francisco was planning a fund raising campaigtn that involved
selling "raffle" tickets to the congregation.
The plan was to sell the tickets for around $5 each, and for which
one lucky ticket holder could win the grand prize oaf a brand new
Toyota Tercel.
To say the least, the idea was worn out and unimaginative.
A friend coordinating the project decided the raffle could be
improved, and consulted me on what the fund raising committee can
do to make the sweepstakes more attractive.
My suggestion was to give a different prize. Why not give away a
business - a store!!!
VIDEO STORE PRIZE
We went to a new strip mall that was being constructed and leased
a storefront for $1,100 a month.
Next we ordered signs and shelves and an initial inventory of 1,200
used video DVDs for which we spent a total of $15,000.
For under $20,000, we were able to put together the basic framework
of an operational video store. We hanged a banner outside that
says "You can win this store. Call for info"
$200 A TICKET
Because the church wanted to raise $25,000, we decided to sell 250
tickets at $200 each - for a total of $50.000.
Out of this amount, $20,000 will pay for the grand prize, $25,000
goes to the church, and $5,000 for my friend for organizing the
project which lasted for 6 weeks.
To achieve the same results, and using instead an $8,000 car as a
prize, it would require the church to 8,000 tickets at $5 each, a
much more difficult fund-raiser by comparison.
