The sandwich chain Subway ran a scratch-off contest once, but you had to go online to see if you were a winner. Contests are a great way to get leads and generate sales.
Here’s a tip: always include an unadvertised “second place” that everyone who didn’t win will get. Joe Vitale did that last year, and used an email and voice broadcast to announce your “second place” prize. I would have included a sequence of direct mail as well, but the premise is the same.
Also, the Nathan’s hot dog eating contest is a great example of using their product in the contest itself. If your product or service lends itself well to this approach, consider testing it.
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