Money Mailer has launched an online sweepstakes program available at the local, regional and national levels that allows advertisers to combine direct mail campaigns with interactive online promotions.
“We know promotions aid a response and allow advertisers to accentuate their brand and collect data on consumers,” Steven Gray, Money Mailer COO said.
“On a local and regional level that becomes difficult, so by presenting this opportunity we can bundle the sweepstakes with our shared and one-to-one solution to allow advertisers to harvest data and promote the brand,” he continued.
The program is the result of a partnership with interactive sweepstakes agency ePrize’s Caffeine program, which allows small to midsize companies run sweepstakes for a lower upfront investment.
Recipients of Money Mailer envelopes will be given advertisers’ individualized URL addresses, which will have the same look and feel as the printed mail piece. When they sign on to the site, consumers will be asked to register for a chance to win a $10,000 cash sweepstakes.
By asking consumers to register for this prize, Money Mailer gains names, addresses and e-mails of interested consumers, which its advertising partners can use in other marketing efforts.
The company already keeps a database of income and demographic information for mailing zones. Money Mailer works with close to 300 franchises in 33 states, as well as with national companies such as Budget Blinds.
Money Mailer and ePrize will provide full support for advertising partners, including database reporting and in-store and online banner advertisements. The duo is also preparing to add a mobile coupon component to its bundled services.
Money Mailer works with the ad agencies of its larger, national clients to produce the creative for the ads, but for smaller, local clients, Money Mailer does most of the creative work in-house.
The first and second quarters of 2008 will be an evaluation period for the partnership. Mail pieces featuring the sweepstakes will be sent out, and results will be audited.
If successful, the partnership will continue for an unspecified length of time, with ePrize hosting two major sweepstakes drawings this year.
