Sponsor (Jan-Apr 1957)

SPONSOR ASKS continued . . is it to secure added product e\] insure? Dealer traffic*? A contest could he tailored to fit. and until \ <>u can define the marketing objectives your contest is to accomplish, you'll be working in the dark. There is a verv definite ratio of onsumer exposure to contest returns. Devote full commercial time to the "determine marketing objectives" contest. Don't try to sell the product and then, as an afterthought, tag on a contest announcement, lor the duration of your contest promotion, selling the contest is the most important advertising objective. You are competing with every other merchandising device; the other contests; the 10^-off coupons — all fighting for the attention of Mrs. Housewife and fighting for her hu\ ing dollar. In broadcast media we do not have the same flexibility that a print advertisement offers. Generally speaking, print media allows sufficient space and time to tell the complete contest story, entry rules, and other contest requirements. In broadcast advertising, time is of the essence and you cannot belabor any one particular point. Consequently, make your prize structure as compact as possible. Offer many prizes but only a few varieties. Because of the limited commercial time, it can be very expensive to "plug ' brand name prizes that you might have received free in return for the commercial. In some cases, it may be far cheaper to purchase the prizes outright so that you have full control over your commercial and can limit the extraneous commercial "'plugs/ One of the most successful ways of naming consumer attention and enthusiasm for a contest is to build it into \>>ur show with realism and beli<\ ability. For example, we recently ran a Nabisco "Name the Puppy" contest based on an episode in the Adventures oj kin Tin Tin. Hi n I in Tin's puppy had been stolen and later heroically recaptured. At the end of the episode, ltu~t\. the show s hero, announced the "Name the Puppy" conin which the contestant was re quired to submit the name he thought best suited for the Rin Tin Tin pup. It was a natural. The puppy had been the subject of various trials and tribulations, and possible puppy names Honed from the imaginations of \oungsters and their parents. It was a highlv successful contest. By the same token, using the television or radio shows' personality to deliver commercials also helps insure the success of a contest. You capitalize on his or her personal reputation and their loyal fans. The public is rather leary about contests. Many consider contests to be "rigged" and that major prizes are won by professionals. It is important to stress the believability of a contest as well as the fact that your contest judging is completely objective and based on contest rules. What makes for a successful contest? It isn't returns alone. There are too many other factors involved. We know that for every entry received, perhaps two and more people were motivated to buy the product or to see "your authorized dealer'" or whatever was asked of them. Perhaps those people who did not send in entries, although they did follow contest instructions, were discouraged with the quality of their entry or were "too busy" to sit down and complete the entry requirements. Take a stated set of marketing objectives and then evaluating against these objectives the number of entries, displays, dealer stimulation, etc., that resulted and you will have the best "tip on making broadcast media contests pay off." Harry Hart, Andlee Associates, Inc., A civ York, contest specialists Money may be a big attraction on quiz shows, but runs a bad second in contests. On the give-aways, the average person gets his kicks out of watching someone else win big dough. Although there is subconscious identification, the viewer is aware that he wouldn t stand a chance personally. But it's a different story with contests. First of all. it's a mistake to throw a big cash prize at the general public. The inevitable reaction is — "Me, I'd never make it." But just offer them the equivalent in merchandise. Then they feel they have a fighting chance. Somehow cash seems to be end-of-therainbow stuff, but not hard goods. There is a familiarity with merchan dise that people don't feel for an equal amount in greenbacks. For instance, Cadillacs they see every day and hope someday to own. They have small hope, however, of having $5,500 in the palm of their hand. Contest experience has taught me that an even bigger draw than one big piece of merchandise is a lot of small packages. Then even the timid have the confidence to enter. It's a lot of work for us, though — keeping me. m\ associate, Irv Lieber, and our staff on a round-the-clock basis. As far as entries go, the simplified t\pe is the best. Don't but don't get complicated. An impulse to enter a contest is a spur of the moment thing, but if \ ou have to be a Phillv lawyer to figure it out enthusiasm will cool fast. The best method is to simply ask for a short comment plus name and address. The comment can be connected with the contest's special rnoney runs a bad second in contests" ized gimmick or it can be a simple product squib. Personally. I don't favor the squib type. Sending in something that begins "I like because" somehow fails to capture the imagination. Furthermore, it appears to be an incredible act of arrogance on the part of the advertiser. It lacks appeal because people feel that they are having words put in their mouths and even shoved down their throats. Prize-wise, I've always found it inadvisable to give awav the advertiser's product. It leads to unpleasant associations in the mind of the public. Then they feel that the advertiser is using a peculiar means to push his own product and the effect is not good. However, it is a good idea to make the products given awa\ as prizes supplemental \ to your client's own. For instance, a tire dealer can give away an auto. When a supplementary product is given away, you have unlimited opportunities of co-operative advertising. The other fellow's outlets become available also. A suggestion of utility to the prizes helps, but beauty and romance are most important. ^ SPONSOR 13 april 1957