Re: ONLINE-ADS>> Contest?

Kristine Loosley (kris_at_concentric.net)
Mon, 17 Mar 1997 14:09:57 -0800

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Kevin, the answers to nearly all your questions are yes.

1) Yes, you can charge advertisers a premium to have products included in
the drawing. I may not choose to advertise, however, if you want me to
include a prize AND pay a premium. It is whatever the market will bear here.

2) Rule of thumb? Yes, but it is usually paying a prize in consideration.
Your model is new to me, but makes some sense.

3) Are there legal issues? Yes, about a bazillion. This is where a good
agency can help you. There are legal issues related to eligibility, rules
(is it skill or luck?), gambling law may apply. If you take one piece of
advice from me, it is: DON'T DO THIS without talking to a lawyer.

4) Best way to run it? Yes, there surely is, but it depends on your goals.
If your goal is to generate leads, you need to focus on getting folks to
register. If your goal is to build mindshare by distributing product, you
would want to give away thousands of copies of your product. If your goal
is to generate media coverage, you should give something cool away, like
maybe an elephant! (Just kidding).

In other words, Kevin, no easy answers. If you have any budget at all I'd
suggest getting an agency that is familiar with contests involved. Write me
privately if you want a referral to an agency I've worked with.

Kristine

Kristine Loosley kris_at_concentric.net
Director of Online Strategy Concentric Network Corporation

I think At 05:20 PM 3/14/97 -0600, Kevin Leathers wrote:

>My questions are:
>
>1) Can we charge advertisers a premium to have products included in the
>drawing (they will get exposure and have a link from the sign up page)? They
>will have to agree to supply the product to be given away.
>
>2) Is there a rule of thumb for pricing this premium.
>
>3) Are there any legal issues that we should be aware of, for running a
>drawing (state, US, or other country laws).
>
>4) What is the best way to run it (monthly give away, price range of
>product, offer a choice of prize desired, archive a list of past winners)?

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