Keep in mind that although sweepstakes and contests can be an effective marketing tool, you must structure them properly to ensure compliance with federal and state laws. Ongoing? Right! You can run a sweepstakes monthly, weekly—even daily. How about hefty fines—and even jail time. By using your own products or services as a prize, this will target people who are interested in those products or services. Do a search on Yahoo! for sweepstakes and you'll come up with hundreds of sites listing tens of thousands of sweepstakes in which consumers can participate. But we'll get into this a little later. You can announce your sweepstakes to newsgroups, online sweepstakes groups, and search engines. Another marketing trick is to build a list of potential customers by asking them to check a box if they would be interested in receiving email,.

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