Contests

Does your store exhibit at consumer shows and other public events? If so, a great way to stimulate the acquisition of contact information (and often the single most important reason for participating at such gatherings) is to offer a prize drawing. The prize need not be elaborate — just something valuable enough to make it worth peoples’ time to fill out a form. Frequently one of your vendors will donate a prize in return for exposure.

You can use your standard mailing list form as a contest entry blank, or you can design one that is specific to your prize drawing. The latter may be worthwhile if there are contest rules that you want to have appear on the form. In any event, it is important to have your mailing list policy appear on the form as well — and a check box for people to indicate if they do not want to receive mailings from you.

Few things will aggravate potential customers as much as feeling they were somehow conned into helping you build your mailing list under the guise of entering a contest.

Be up front about this and you will have few, if any, complaints.

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