But we'll get into this a little later. 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. In addition, sweepstakes are a great marketing tool. 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. Sweepstakes and contests are one of the most popular promotion gimmicks on the Net today. 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. Great promotion tool, right? So what's the downside? Ongoing? Right! You can run a sweepstakes monthly, weekly—even daily. Another marketing trick is to build a list of potential customers by asking them to.

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