Creating Killer Sweepstakes Partnerships
At the CM Show, Real Simple's Kimberly Miller described the dynamics of two partnerships resulting in two successful sweepstakes that generated valuable leads.
At the 2008 CM Show in June, Kimberly Miller, marketing director, Real Simple, described the dynamics of two partnerships—Real Simple with The Container Store and InStyle with DSW—resulting in two successful sweepstakes that generated valuable leads.
“It’s a way to introduce new consumers to your brand and create value for existing consumers,” Miller said. “Over the course of a year, we introduced close to one million consumers to our brand, just from sweepstakes.”
The Container Store—which partnered with Real Simple to give away organizational items for the kitchen—and DSW—which partnered with InStyle to give away a pair of shoes every day for 30 days—promoted the sweepstakes on their Web sites and via email. The corresponding titles ran full-page advertising and the retailers promoted the sweeps in store via display.
Miller said that the approach is key to success. “Our sweeps don’t just give away a prize. Instead, we work hard to find a partner who fits our brand and our consumers will appreciate. Then, we develop the sweepstakes theme to coincide with what our consumers are thinking of during that time of year. Finally, we design the prize to be of true value to our consumers.”
Recently in Consumer 
Most Read on Audience Development
 |
 |
 |
Career Center
Join the Audience Development Group on mediaPRO
Connect with Magazine, eMedia & Publishing Industry Peers
Latest Audience Dev Discussions
Upcoming Webinars
No Upcoming Webinars
Recent Webinars
