November 10, 2020 Vanessa Niragira
As The World’s First Sweepstakes Marketing Agency, not only do we know the ins and outs of how 80Eighty’s Dream Car Giveaways run (what we call “shop and win” programs) run, we also understand what’s needed to take on such a campaign.
We are approached by a number of brands and small companies that would love to run one of these shop and win programs. While we understand why, as 80Eighty has proven that shop and win campaigns can be successful, they help build your brand, your following, and of course, one of your loyal customers gets to win a car! Unfortunately, we have some news to share… If you don’t already have an established loyal following, you’re simply not ready… Yet! We’re sorry if that came off as harsh, but let us explain!
Let’s start with the base of why your brand simply isn’t ready to take on such a campaign. First off, you need to have a very large following (think ‘Hardtuned’ large), this is not something you can do if you’re just starting out. Think about it, 80Eighty already had an established eCommerce store and a loyal following when they started these programs. Your brand needs to stand on its own before you plan a shop and win campaign. People are aware that the odds of winning the vehicle are very slim so it needs to be worth it for them to participate.
Speaking of the vehicle, we need to make it clear that it needs to be a desirable car. There’s really no nice way to say this; but if you wouldn’t want to win this car, why would anyone else? There isn’t much else to say on the matter.
If you weren’t already uncomfortable, you may want to brace yourself for what’s to come next. Now we get to talk about the money! This isn’t cheap, we’ll just start there. Not only will you need to obtain the vehicle, but you’ll also want to consider sending the winner some extra cash to offset the costs for taxes and other fees associated with a title transfer. Remember that you want to make this an entirely positive experience for the winner, so helping them avoid the tax obligations will go a long way!
Additionally, don’t forget that budget is needed to hire an agency to run the program (while you focus on running your business) and any marketing dollars you’re putting behind the campaign. Keep in mind, the smaller your following, the more ad spend you’ll need to try to turn a profit on the campaign.
Do you need to give the winner cash as well? No, but you’d be doing them a favor, plus you may run into someone turning down a prize. So how much is a shop and win campaign? Feel free to take a look at our pricing.
If you’re still here and are thinking that at this particular moment your brand may not be ready for an 80Eighty program, that’s no problem at all! Why is that no problem? Because that means your brand is ready for a sweepstakes!
A sweepstakes will increase brand awareness, build your email list, grow your social following, gather data, distribute coupons or offers and create positive brand sentiment, and hopefully get you closer to a position where you are able to run a successful shop and win program.
Curious if you’re ready for a sweepstakes? Still, think you are ready for an 80Eighty program? Complete our Contest Request Form and we’ll set up a meeting with you to fully discuss next steps for your brand.
Vanessa Niragira, Oakville, Ontario, November 2020