Second Street’s National Sweepstakes are a great opportunity to engage with your audience, grow your database, and of course – Generate Revenue!
Promotions can bring in significant revenue from sponsors, and National Sweepstakes are a great way to start generating that revenue. There is no one size fits all approach to selling National Sweepstakes, many of our partners try different approaches and they are all successful! Check out these three sponsorship models that will increase revenue and drive results!
Annual Bundle to One Sponsor
This model is what we recommend as best practice – work smarter, not harder! Selling all four National Sweepstakes to one sponsor secures an annual buy for your media company and is a consistent way for your advertiser to drive leads each quarter. Once you’ve secured a sponsor for all four National Sweepstakes you can focus on nurturing the advertiser relationship, tweak the campaigns as needed, and deliver powerful leads to them all year. As always, local prizes drive local participation, so make sure you have your sponsor add a prize that is relevant and valuable to their target audience to each National Sweepstakes to help incentivize engagement.
For more information on selling annual campaigns, check out our Ultimate Guide to Recurring Revenue Campaigns!
One Sponsor for Each Sweepstakes
Another way to sell Second Street National Sweepstakes is selling each one to a different sponsor. This allows you to sell these sweepstakes to four different advertisers throughout the year. By only having one sponsor you can add lead-generating questions and an opt-in on the registration form exclusively for the advertiser. As always, local prizes drive local participation, so make sure you have your sponsor add a prize that is relevant and valuable to their target audience to each National Sweepstakes to help incentivize engagement.
Need help with creating a Sales Package? Download the How to Package and Price Promotions Kit!
Multiple Sponsors for Each Sweepstakes
The final example of how we see our partners sell National Sweepstakes is by having more than one sponsor for each one. While it can be more work to have multiple sponsors we see it bring in big revenue. Make sure you have a relevant but diverse mix of advertisers for each campaign. We suggest category exclusivity for this model. For example, One HVAC provider, one real estate company, one bank, etc. Having multiple sponsors will make your local prizes more exciting as well. Each sponsor should be able to supply a prize that is relevant and valuable to your target market. Limit opt-ins and lead-generating questions to one per sponsor. A long registration form can lead to form abandonment. Meaning less entries and results for you and your sponsors. Our suggestiong would be to have two tiers of sponsorship – Top level should be limited to two advertisers, and they are the only ones who get lead-gen questions and opt-ins on the registration form. Other sponsorship packages would include logos on the contest page, emails, and all other marketing materials.
For more help with creating sales packages, Download the How to Package and Price Promotions Kit!
For ideas on what advertising categories to pitch these National Sweepstakes to, make sure you grab the National Sweepstakes toolkit. It has everything you need to start running these on your site!
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