Q: I ran a great promotion, but nobody entered. What can I do to make sure this doesn’t happen again?

A: Even the most well-constructed promotion will fall short of its goals if it is not properly marketed.  In essence, you need to promote the promotion.  Communicating the offer via email, banner ads, onsite announcements or through traditional means is a function of an understanding of who your audience is, and where they are.  Obviously, budget is also a consideration and will ultimately drive the degree to which you can give the program exposure, but promoting the promotion is a key factor in its success.

Q: What are the registration requirements for sweepstakes/instant win games run in the US?

A: If a sweepstakes/instant win game is conducted in connection with the sale of consumer products or services, and if the total value of the prize structure exceeds $5,000, registration is required in the states of New York and Florida.  In the state of New York a promotion must be registered including application, final rules and bonding within 30 days prior to the start of the promotion.  In the state of Florida, the promotion must be registered including application, final rules and bonding within 7 days prior to the start of the promotion. In the event that a Florida registration does not adhere to this timeframe, the client will incur a fine due to late registration and late rules.  The state of Rhode Island requires registration where a promotion is offered at retail and where the total prize value exceeds $500.  There is no bond requirement in Rhode Island.  There are filing fees involved for all three states.   

Q: What legal copy should be included on promotional materials?

A: The answer is: it depends.  Factors such as the size of the ad, the amount of information disclosed in the copy and other variables can affect the legal mandates.  As a general guideline, the following disclosures should appear on promotional materials that advertise a sweepstakes:  No purchase necessary. Void where prohibited. Promotion start/end dates, eligibility, how to obtain official rules, and the Sponsor’s name and location.

Have your own questions?  Send them to info@strobepromo.com. Maybe you’ll see yours posted here.

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