Sweepstakes and contests can increase awareness of your product or service offer and drive traffic to your web store. How about hefty fines—and even jail time. 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, newsletters, updates, or possibly catalogs of your products. 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. By using your own products or services as a prize, this will target people who are interested in those products or services. In addition, sweepstakes are a great marketing tool. Ongoing? Right! You can run a sweepstakes monthly, weekly—even daily. Sweepstakes and contests can be an effective marketing tool, you must structure them properly to ensure compliance.

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