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Laughton Marketing Communications, Inc.
US Sweepstakes & Fulfillment Co./A Laughton Marketing Communications Enterprise Over 25 years experience – Industry Knowledge & State of Art
Seasoned Staff – Sales Promotion, Marketing, Account Service, IT, HR/Finance
Sweepstakes, Contests, Rebates, Games of Chance, Insured Programs
National Fortune 500 Clients
Automotive, Supermarket, Alcoholic Beverages, Financial Services, Fast Food, Magazine Publications, Supermarkets, Consumer Package Goods, Entertainment, Pharmaceutical, B2B, B2C
Doug Laughton – Owner/President 1975 - VP Blair/BBDO – Full Service Advertising Agency
1983 – Founded Laughton Promotional Marketing
1988 - Founded Laughton Marketing Communications, Inc.
2003 – Founded US Sweepstakes & Fulfillment Co.
2004 – Web Development Partnership Grip Media
Barbara Laughton – Managing Partner/Vice President 1987 – University of Rochester, VP Marketing & Public Affairs
1995 – McCann Erickson WorldGroup/IPG - VP/Account Services & Marketing
2007 – LMC/US Sweepstakes – VP Client/Services & Marketing
2008 – LMC/US Sweepstakes – Managing Partner/VP Client Services
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LMC/US Sweepstakes & Fulfillment Co.
Doug Laughton - President Barbara Laughton - Managing Partner/VP Client Services Aaron Steve - Director of Account & Technical Services Tammy Truax – Director of Finance & Human Resources Pascal Sureau - VP Client Services & Alliances Dan DeFelippi - Director of Web Development Ann Holstrom – Account Supervisor Lisa Smith – Senior Account Executive Lee Pfeil – Web Lead Designer Seth Whitaker – Web Developer Nicole Welshhons – Account Coordinator Kathy Behringer – Administrative Assistant
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Sweepstakes & Contest Administration
Promotional & Tactical Ideas Legal Advice and Counsel Writing of Official Rules Procuring Surety Bonds State Registrations/Filings Providing PO Boxes/"Mail-to“
Addresses Online Hosting/Interactive
Services/Creative Design Contingency Insurance Winner
Selection/Confirmation
Procuring Affidavits of Eligibility & Publicity/Liability Release
Procuring/Warehousing/Fulfillment of prizes
Creating/Distributing Winners Lists
Indemnification - $5 Million Liability & Errors & Omissions
Issuance of IRS 1099 forms Data Entry Rebates
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Promotions & Rebates
Promotions Grand Openings New Product Launches Traffic Builders to Retail Traffic Builders to Websites Database Marketing Surveys Merchandising In-store merchandising
programs Premium Incentives Couponing Programs Tie-in’s & Cross Promotions
Rebates Dedicated Program Manager Rules Development Legal Compliance Data Analysis Indemnification Financial Management Implementation & Setup Claim Receipt/Verification Data Entry/Storage Check Stock/Pressure Seal Customer
Service/Compliance File Uploads/Reports
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Web Development
Custom Web applications
Custom business applications
Database-driven Web sites
Web portals (online sweepstakes and registrations - ticketing)
Website Design
E-commerce
Custom database applications
Data Analysis & Metrics
Backend Administration
Equipment Online Configurator
Online Sweepstakes
Online Store
Database-driven Web sites
Ticket Sales and Management
Registration Portals
Content Management System
Enterprise Resource Planning
CRM System
Online Quote System
Inventory Management
Student Tracking/Assessment
Games
Educational Software
Front Ends to GIS
Hotel Online Reservation Interface
Modeling Software
Services & Capabilities Project Examples
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Online Sweepstakes Development
Creative Design Programming
Send-a-friend, referral links, bonus entries for referrals, public voting, RSS feed, viral mini-games, widgets, email campaigns, and social networking site integration and submission.
Event Sweepstakes Run on-site during special
events such as concerts, trade shows, retail promotions or sporting events
Database - Data collection/manipulation
Hosting 24/7 Admin to track all
aspects of a sweepstakes or contest
24/7 admin to track progress, monitor prize distribution, grade contest entries, export database, check stats and much more...
Traffic stats report Outbound broadcast e-mails Viral marketing
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US Sweepstakes Online Tool - Enhanced Features
Automatically changes content Before start time After end time
Sends friendly error messages Limits total number of entries Returning entry without re-entering everything Entry or Pin Codes for Log-in Vanity URLs, Custom Domains Flexibility
New features can be built on request Rapid deployments of updates
Instant-Wins
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Server Configuration and Security
Tier 1 data center 24/7 guard, biometrics, mantrap Redundant power and AC
Commodity servers Faster deployment and replacement
Limited physical access to servers Locked cabinet Limited personal allowed access
Low resource utilization
Live monitoring Automatic notification of service
downtime
Daily log review for any suspicious activity
Hardware load balancing
Segmented network Dedicated switch Hardware firewall Software firewall
Controlled system access Sys admins have full server access Developers have limited access
Physical audits performed regularly
Quarterly security scans by McAfee to maintain PCI DSS compliance
Daily backup Onsite backup to SAN and tapes Offsite backups to Iron Mountain
Time Inc. Information Security Questionnaire for Outside Companies available with additional details
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Data Security and Fraud Prevention
SSL Encryption Database files are encrypted on the server Data transfer always encrypted
Download from web control panel (SSL) Never sent through email
Data is stored separately for each promotion Admin features provided on an as-needed basis CAPTCHA & CAPTCHA alternatives Advanced fraud tracking and prevention
Active monitoring for anomalies Removal of PII after set period of time
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COPPA Compliance
Different entry forms based on age Under 13
DOB, parent's email, nickname Under 18 from ME 18 and over
Standard entry form
Send parent notification email
Parent can block their child from promotion
Blocking entry to children under minimum age Cookies harm experience on
shared computers Block by email used instead
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US Sweepstakes Client Experience
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AAA
AOL
Alberto-Culver (VO5)
Adventure Golf
All American Pet Food
American Express
Andy Capp Snacks
Arbor Mist Wines
Audubon Magazine
ARC Worldwide
AVA Living
Auto Zone
Bakers Shoes
BI-LO
Baby Center.com (Div. J&J)
Boots Retail
Birds Eye Foods
Buick
BMW Motorcycles
Canmark Technology
Carters
CA Travel & Tourism
Chattam (pHisoderm)
Christopher Bean Coffee
Circle One
Clearwater Seafoods
Coastal Living
Cooking Light
Cooper Vision
Corning, Inc.
Darien Lake Theme Park
DodgeDotster com
Dum-Dum Pops
Family Dollar (P&G)
Fed Ex
Food Lion
Food Network
FrenchToast.com
Frontier Communications
General Motors
Golln Harris
Graybar Electric
Heilman's Old Style Beer
Herbal Essences
Hoover
I.E. DuPont (Tyvek)
InBev (Labatt Beer)
ING Direct
IHOP
JC Penney
Kodak
Kohl's Dept. Stores
McDonald’s
Labatt USA
Lennox Industries
Little Debbie
Lowenbrau
Marc USA
McDonald’s
McMillan Study Guides
MyHomeIdeas.com
MyRecipes.com
Mobile Messenger
Nationwide Insurance
Nioxin
Nestle
Nickelodeon (Viacom)
Novamex
OC Post
Orlando Visitor's Bureau
OshKosh
OurPets
Paramount Home Entertainment
Parker-Hannifin
PBS
Pelco Security Systems
Pemmican Beef Jerky
Pendaflex
Pocono Raceway
Pontiac
People Magazine
President’s Cheese
Prime Retail Outlets
Quark
Raymour & Flanigan Furniture
Real Simple
Rhino Linings
Rainforest Café
Rustoleum
Rite-Aid
Safeco
Sapporo Beer
Seneca Foods
Sharpie
Shutterfly
Six Flags
Southern Living
Southern Living
Spike TV (Viacom)
Spy Master Games
Stella Artois
Stein Mart Stores
Subway
Sunset
Tastykake
Tequila Rose
The Dohring Company
Time Inc.
Tourism Tasmania
Tracker Marine
Trek Bikes
TRIS3CT
Valero Energy
Veg-All
VH-1 (Viacom)
Wendy's
Wheatley & Timmons
Whole Foods Markets
Xerox
ZooToo
Promotions 2.0 – The Second Generation26
Promotional sweeps, games and contests – no longer marginal add-ons.
Have become core to the marketing mix and are increasingly being utilized by companies not only to drive traffic to their Web sites but also to build their brands.
Marketers have to learn about their customers. The old enter-and-win promotions no longer cut it in the age of relationship marketing.
Sweepstakes have become the new “audience development” tool.
Promotions 2.0 – The Second Generation
Just look at some of the latest innovative promotions: Doritos executed its second annual Crash the Super Bowl
Contest, resulting in a 60-second ad that consisted of a consumer-generated music video.
Pepsi launched its biggest promotion ever with a Justin Timberlake advertisement promoting its new Pepsi Stuff loyalty program.
Unilever's Sunsilk hair care brand kicked off its Life Can't Wait consumer-generated contest promotion featuring Madonna, Shakira and Marilyn Monroe.
P&G's Tide brand created a My Talking Stain promotional microsite that invites consumers to submit their own stain ad and enter an instant win game.
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Promotions 2.0 – The Second Generation
The days of mass audience prizing are over. Consumers now want targeted brand/lifestyle experiences.
Online sweepstakes, user-generated contests and instant-win games. These drive brand engagement, and as a result create definitive and measurable results.
Want to motivate people on the Internet? Then offer them interactive promotions like these.
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Interactive Content
Games Optional, not part of promotion Integrated (e.g. Instant-Win)
Videos Ad spots and promos Movie trailers / previews
User voting/rating
Comments and feedback
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Why Sweepstakes?
Relationship Marketing: Hundreds of thousands of
contacts can be garnered and can now be used for future, cost-effective, one-to-one, brand-to-consumer dialogue — which is typically the end-goal of any sweepstakes.
Cost Effective: Results can be attained at a
fraction of the cost and time it takes to generate the quantity and quality of consumer brand interaction used with traditional media and methods.
Consumer Motivation: Sweepstakes are simple
promotions that can resonate with your target. Given current economic climate, consumers are more actively looking for promotions offering a chance at winning items of interest that are free.
Lifestyle Marketing: Thinking strategically about
the target audience and their lifestyles, and giving that audience opportunities to win, can result in successful, cost-effective incentive campaigns.
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What About Prizes?
Prizes must align with consumer’s interest. The more a giveaway item aligns with the target audience's
interests and the more directly it ties to the consumption of the brand, the greater the participation.
Prize must be relevant and interesting. Developing a prize that is both relevant and interesting to the
audience is critical in generating maximum participation.
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Prize & Sweeps Frequency?
Multiple Prizes and Multiple Sweeps It's the dangling carrot — the incentive that motivates a
consumer to take an action. With tight budgets, you can offer a handful of “baby carrots”
rather than one large carrot. Instead of investing in one grand prize for one winner for a new
promotion — like $1 million, one big trip or a new car — you can offer a handful of smaller giveaways to a greater number of winners.
Websites – opportunity to host multiple sweeps at the same time and at multiple levels with different frequency – daily, weekly, monthly, annually.
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InStyle Weddings – Spring “Diamond Giveaways”Multi-Prize and Weekly Frequency
Perfect example of Lifestyle Marketing that can engage the bridal market and appeal to InStyle’s “Invaluable Enthusiast” Target as well. Cross-promoted on both InStyle.com and InStyleWeddings.com
Prize Appeal – Brides, Diamonds and Glamour – Align prize to consumer’s interest.
Multi-prize tiered sweepstakes for Spring and Fall bridal market with weekly winners – high frequency and motivation to return to the site each week and re-enter.
Drive traffic back to site and drive traffic within site to increase page views and stay longer.
Total Entries: Over 175,000 - 60 days Total Unique Visitors: Over 20,000 – 60
days
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Instant-Win Game – Bed Bath & Beyond40
The "Bed Bath and Beyond Take a Spin Game and Sweepstakes" was developed for Brides.com.
This Promotion consisted of forty-three daily "instant win" and six weekly prize winners. Entrants had to spin the slot machine and receive three of a kind to be deemed a winner.
Demo: http://www.idealsweepstakes.com/demo/sweeps/spinandwin/
Instant-Win Game – Collections Etc. Catalogue
The Collections Etc. Bruce's Jolly Jackpot Sweepstakes was part of the online and catalogue retailer's holiday promotion featuring the brand's cartoon mascot, Bruce. Entrants played a spin-to-win style instant-win game and received coupons and notifications via email immediately upon entry. The promotion awarded a Grand Prize of $2,500 and coupons and discounts to the Sponsor's online store. Over 75,000 entries.
Demo: http://demo.idealsweepstakes.com/jollyjackpot/
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What Works?42
Consumers are more likely to sign up for a sweepstakes or contest if they feel their chances of winning are enhanced.
The “Wow! I could really win this” factor, is truly a powerful motivator.
Creating a positive brand experience is beneficial with more than one winner.
By selecting 50 people to win $1,000 versus one person to win $50,000, marketers are able to build an army of loyal brand ambassadors who will continue to promote the brand.
People love winning free stuff — Period! — and that's true in any economic climate.
Consumers are paying more attention, and even the smaller prizes are generating a great deal of interest.
Capitalizing on smaller, lower-value items allows you to imprint your logo or message, which permanently reinforces consumer loyalty and provides a little more “bang for your buck.”
Sweepstakes with SMS (text) integration - Tastykake
The Tastykake Eagles Football Promotion is an ongoing effort to increase brand awareness among its target audience in the mid-Atlantic states. The Sweepstakes features an interface that allows text messaging (SMS) and online entries. The Sweepstakes offered weekly prizes of ticket packages to Philadelphia Eagles home games and a Grand Prize of 2009 Season Tickets to the Philadelphia Eagles.
Demo: http://demo.idealsweepstakes.com/tastykake/eagles08/
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Viral Mini-Games
Viral Mini-Games are perfect for spreading your offer in a fun and engaging way as friends distribute the game to each others. Your brand and message can be part of the game play so it becomes something users interact with and remember. Mechanisms are built in to allow people to easily pass it onto others.
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http://idealsweepstakes.com/instant_win/www/
Social Media Integration
Send to a friend Minisite with blogs Social media services
Share links Facebook app Twitter
Widget Display entry form on any website Only a few lines of code
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Contests & User-Generated Content
Essays Uploads
Media (images, videos, audio) Documents (DOC, PDF, text) Anything!
Media gallery and video player Judging done through management
panel in database View contest essay without PII Grading
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User Generated Content “Schick”
User-generated content (UGC) Contest refers to various kinds of media content that are produced by end-users and submitted into a contest. SHICK's Transform into Wolverine User Generated Content Contest includes video upload, video management admin and grading tool.
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Referrals
Bonus EntriesThis gives incentives to your sweeps entrants to refer others. Now you can
leverage your Send-A-Friend by providing a referral mechanism that is
easy for visitors to use. You can decide how many bonus entries each referrer
will be entitled to receive.
Referral LinksReferral Links are special links that track all registrations to the referrer, allowing
them to receive additional entries, coupons, or other bonuses. A referral link can be posted anywhere such as email signatures, chat forum profiles, or social
networking sites.
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Send-A-Friend
Send-A-Fiend is a tool that allows visitors to share with others info on your sweeps just with the click of a button. One friend tells another, who tells another, who tells another…
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Email Campaigns
Email can have a powerful viral component. Take the opportunity of a registration email to promote your website or products. Include a referral link and encourage entrants to forward the email to friends. By running a reminder email campaign you can periodically encourage previous entrants to comeback.
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Consumer Engagement – Uploading RecipesCooking Light “Ultimate Recipe Contest”
The Cooking Light Ultimate Recipe Contest is an annual contest conducted by Cooking Light Magazine.
USSweeps is handling all administrative and legal compliance services. We also provided design, development, hosting, and data collection with a specialized grading tool for the contest.
The data collection administration section includes the entry grading tool which has a searching and sorting capability.
When Time Inc. requested a specialized list of entrants to assist with grading, USSweeps delivered by providing an easy to read, comprehensive list of entrants sorted by recipe category and in a word format document, easily accessible to them via web on a daily basis.
https://www.idealsweepstakes.com/cookinglight_recipe/
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Real Simple "Lindt Simple Indulgence" Sweepstakes“Push Trial” – Advertiser Product
The Real Simple “Lindt Simple Indulgence” Sweepstakes is both an online (at realsimple.com) and retail store (hard copy) sweepstakes. It has multi-level advertising support and prize packages, with an enticing product message.
It’s an excellent example of a magazine/advertiser tie-in that enhances the Real Simple brand while pushing product trial of the various Lindt chocolate assortments.
US Sweepstakes is responsible for all sweepstakes administration, legal compliance, promotion materials review and prize fulfillment. It’s an interesting mix of a significant grand prize (a year’s worth of chocolate), daily winners and bonus retailer prizes.
Promotional support materials included an FSI with a magazine subscription offer as well as a header card, tear-off pad and magazine advertorial.
https://www.timeinc.net/rsn/secure/sweeps/docs/lindt/index.htm
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Sweepstakes 200962
National Exposure: Promoting a particular product through a free drawing can bring nationwide, or even world-wide exposure through the wonder of the world wide web.
Increase Business/Traffic to Web Pages: Online Sweepstakes can be a boon to business and increase web page traffic, length of stay on your site and ability to get readers to “sign up” for more newsletters and messages.
Industry Wide: Unique form of Advertising : Used to support traditional consumer products (e.g. cars, food etc.) and non-traditional (e.g. drugs, surveys, etc.).
Audience: Covers breadth and depth of the advertising spectrum, with people from key demos/target groups gaining exposure to products and services.
Cost-Effective: Project cost, fulfillment – all upfront costs that are far less than traditional banner and print advertising to support a promotion.
Cross Promotion and Referrals: Refer a Friend – Passes on to countless others; sweepstaking networks" are comprised not only of those who love to win prizes, they are also valuable consumers who are gaining exposure to new products and services each and every week, thus broadening the consumer base for a business.
Interaction with Consumers: Ongoing opportunity to dialogue in variety of ways –Mobile Text Messaging, User Generated Content, Social Networking, RSS Feeds
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