Most competitions use some extraneous product or service as a sales catalyst. Prize offers are great where the product is fun, but they tend to supplant any serious product (people want the benefits of the prize more than they want the benefits of the product).

The best prizes are those that relate to the product, such as a free scanner with a new laptop, and they only work then if the lure is sufficiently tempting. The prize isn't necessarily something expensive. New technology is often appropriate for software. Digital cameras attracted a lot of recipients when used as prizes until the prices dropped.

Tip If you contact manufacturers directly, they will often give you products for competi tions at reduced rates, as they appreciate the free publicity. They can also help you / draft the key points to make and give you a few tips from their experience.

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