Contests and sweepstakes are popular promotional tools for almost any brand or product. However, there are a few major differences between a contest and a sweepstakes.
Here are few of the advantages and disadvantages of each type of promotion to help you decide which option is better for your business.
Reach a Broader Audience With a Sweepstakes
If your goal is to real as many members of your audience as possible, there are a few reasons why a sweepstakes is the better choice.
First, a sweepstakes offers an easier method of entry in comparison to a contest. That is because entrants typically only have to enter a name, email address, phone number, and street address.
In contrast, a contest requires entrants to submit content that they’ve created themselves or have had to put in extra effort to locate, in addition to, their contact information. That means that it takes longer for an entrant to join a contest versus a sweepstakes.
As a result, when you run a sweepstakes you’ll always attract a broader audience.
No Judging Means Sweepstakes Are Easier to Manage
Unlike a contest, there’s no judging with a sweepstakes, so everyone has an equal chance of winning. Also, there’s no extra manual work needed to ensure that entrants submit valid and complete entries.
With fewer steps needed to identify winners, a sweepstakes requires less work on the part of your company to manage it.
Get Feedback on Your Brand With a Contest
Since users who participate in a contest have demonstrated a deeper connection to your brand, a contest creates the perfect opportunity to get feedback on your brand.
From the contest entries, you can review user-generated content that entrants submitted in order to get a better idea of how your customers perceive your brand.
You can also directly ask for feedback on your company by making a user survey part of the contest entry process.
When to Use a Contest Versus Sweepstakes
The debate about whether a contest or sweepstakes is best for delivering results for your business isn’t only about your audience, it’s also about your environment.
Generally, a sweepstakes is faster to enter, making it ideal for events and in-store retail promotions. However, if you’re trying to grow your brand’s social media following, a contest has the potential to go viral.