Interactive

As we sit firmly entrenched in the Information Age, marketers are presented with more and more methods in which to connect with the consumer. Different sources may yield varied responses, but in my mind the biggest trend in Interactive marketing this year is the advent of branded interactive applications accessible on a growing number of third generation (3G) mobile phones.
Many agencies and brands now believe mobile devices will eventually replace TV as the most important advertising medium. Marketers now possess the ability to deliver branded interactive applications directly on the consumer’s mobile phone. These mobile applications allow marketers to engage in ongoing relationships with subscribers as opposed to a one-time transaction with traditional text-messaging campaigns.
As third generation technology infiltrates the marketplace, these types of mobile initiatives will become commonplace.

Simply put, Above-the-line (ATL) refers to ‘traditional’ marketing channels striving to reach a mass audience. Examples are TV, Radio, Print Ads, etc.
Below-the-Line (BTL) refers to initiatives designed to develop relationships between marketers and consumers. Examples include Direct Mail, Interactive Marketing, Event Marketing, etc.

Base prices for sweepstakes can vary greatly on several different service/feature dimensions. I’ve seen interactive sweepstakes that have ranged in cost from $5,000 to $200,000. It is important to look at the differences in deliverables between the upper and lower ends of this range. Some groups will provide you only with technology, and no consultation related to the administration and legalities of sweepstakes. Some will focus on rich media.

You need to pick what is right for you and your brand. Maybe rich media is too ostentatious and processor-intense for your consumers who may not be early adopters of the latest computers and browsers.

Maybe you need to be cutting edge – and only the most eye-melting features will impress your tech-savvy customers.

Establish what services you need, and which can be handled by your legal, agency or marketing resources you have at your disposal. Do you need prize fulfillment services, do you need an expert in rules and regulations? Do you need animators, lawyers, copywriters?

Balance which capabilities you can contribute to the project which you can get at a cheaper hourly rate than paying the sweepstakes supplier, but if the supplier has economies they can offer you, then pay them for those services.

The first thing you must do is get your company’s name and brand out into the hands of the people you wish to solicit. I would suggest a good way to do this would be a high-quality, well put together direct mail piece addressed to the right people. Indicate you will place a call to the recipient of the marketing literature within the next week or so. Sponsoring and attending industry relevant trade and awards show is another way to meet these “right people”.

Develop a sample of what your organization is capable of doing (i.e. sample video on CD or DVD for use in self-promotion). Be sure to include your contact information in this piece should anyone wish to investigate further.

Upon placing the call, gauge their interest in your product. Ask if they would like to opt-in to receive e-mail updates/newsletters from you (interactive marketing/promotion 101). Start to build a database of potential customers in this fashion.

Be persistent. Don’t be discouraged if you get the cold shoulder. Be happy with small victories at this point (i.e. enrolling in newsletter). It takes a while to establish credibility.

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