Email Insight

Competitions - could you be onto a loser?

The Institute of Sales Promotion reports that the use of competitions as an online promotion tool has grown by a massive 650% over the past 12 months. New Media Age, too, talks about the huge increase in usage. So are you looking at a sure fire winner for your internet marketing strategy?

Not necessarily. The Institute of Sales Promotion also found out that in the past year the number of consumer complaints about competitions rose by an alarming 750% even faster than the channel itself! Prizes weren't being delivered, information was unclear and some competitions were still being shown as 'live' after the official closing date. All were reported as reasons for customer discontent with online promotions.

Stick a CAP on it

If you're considering competitions as a means of online promotion or the backbone of your future internet marketing strategy, you can see why it's vital to get it right. So check out the CAP code which governs online promotions. If you're considering online coupons then you should also check the guidelines recently published by the ISP so you're aware of your obligations as a promoter.

With the competition for customers getting fiercer by the day, and the tightening of budgets, the last thing you want to do is lose customers or damage your reputation. So before you decide a competition is right for your internet marketing strategy, check that the mechanics work. Make sure everyone in your organisation is clued up on the timescale of the online promotion, that prizes get delivered and that your Webmaster is aware of the closing date.

Further reading

you can read the CAP code listing all the regulations and rules regarding online promotions at www.cap.org.uk/cap/codes/cap_code/.

The electronic couponing guidelines provides information on using electronic coupons as part of your internet marketing strategy. www.isp.org.uk