A well-known client of ours recently ran a well-promoted contest. They used a good mix of radio and print media, as well as POP, for promotion. The key to participation in the contest was product purchase. Naturally, we developed a method of entry for consumers to participate without having to purchase anything.
Since the contest was highly visible, we expected a large number of no-purchase entries and indeed we did. No doubt the message did reach the target market.
However, we were delighted to see that 26.1% of contest entries we tied to purchase. And that, folks, is one of the fundamental reasons to hold a contest — to stimulate sales.