A Practical Checklist for Planning, Building & Running a Promotion
| Most promotions don’t fail because of the idea. They fail because of how they’re built. Everything can feel ready internally: – the concept is signed off – the creative is approved – the mechanic is chosen But once the campaign goes live, that’s when the real test begins. And that’s where gaps in structure, execution and planning start to show. This checklist is designed to help you pressure-test a promotion before it launches – not just so it can run, but so it delivers the outcome you planned. ✅ 1. Start with the outcome – not the mechanic It’s easy to begin with: “Let’s run a prize draw” “Let’s build a competition” But the more effective starting point is: What are you trying to achieve? What behaviour are you trying to drive? Because different mechanics produce very different outcomes. Choosing the mechanic too early often locks in the wrong behaviour. ✅ 2. Choose the right mechanic for that outcome Once the objective is clear, the mechanic needs to support it. For example: prize draws → scale and participation competitions → deeper engagement instant win → repeat interaction If the mechanic and objective don’t align: You don’t optimise your way out of that later. ✅ 3. Build the campaign structure early – not at the end One of the most common issues: campaign design happens first structure (T&Cs, validation, rules) is added later This often leads to: – rework – delays – compromised solutions Instead: define structure alongside the concept, ensure mechanics and rules work together The earlier structure is introduced, the less disruption it creates. ✅ 4. Put Terms & Conditions at the centre – not the edge Terms & Conditions aren’t just a legal requirement. They define: – how the campaign works – how participation is managed – how outcomes are delivered A robust approach includes: – clearly drafted T&Cs – alignment with the mechanic and entry flow – consistency between what’s promised and what’s delivered Weak or late-stage T&Cs are one of the fastest ways for campaigns to unravel. ✅ 5. Design a clean, low-friction entry experience This is where campaigns succeed or fail in the real world. Ask: is entry simple and easy to understand? are users clear on what to do? are there unnecessary steps? Even small friction points: reduce participation impact data capture affect performance What works in testing doesn’t always work at scale. ✅ 6. Ensure the digital journey is fit for purpose Where promotions use: microsites landing pages QR codes digital entry systems These need to be: reliable scalable tested under real conditions Small technical issues – for example: broken links traffic limits QR code constraints can have a disproportionate impact. Campaigns often break in execution – not in concept. ✅ 7. Plan for data capture and validation upfront Promotions generate: high volumes of entries consumer data potential edge cases You need clarity on: what data is required how it’s captured how it’s validated Without this: results become unreliable compliance risk increases and campaigns are harder to manage Data and validation aren’t admin – they are core to how the campaign functions. ✅ 8. Prepare for winner management from day one Most planning focuses on entry. Fewer teams plan for: how winners are selected how they are verified how they are contacted and fulfilled Depending on the campaign, this may involve: identity checks eligibility reviews prize logistics (travel, events, fulfilment) Winning journeys are part of the campaign – not an afterthought. ✅ 9. Protect against misuse and edge cases High-visibility promotions can attract: duplicate entries attempts to game mechanics fraudulent claims This means: validation processes must be robust rules must be clear anomalies must be manageable If the system can be tested, it will be. ✅ 10. Pressure-test the campaign before launch Final check before going live: Has this been tested under real-world conditions? Are all elements aligned (mechanic, T&Cs, journey, data)? Are there any late-stage assumptions? Campaigns rarely fail in planning – they fail where planning didn’t go far enough. ✅ Final sense-check Before launch, ask: “Are we confident this will work once real people start interacting with it?” Not: “Is it ready?” But: “Will it hold together under real conditions?” ✅ The bottom line A campaign going live is not the point of risk – it’s the moment risk becomes visible. And: The difference isn’t the idea – it’s how well the campaign has been built to work in practice. ✅ Signature line (keep consistent across all scenarios) Compliance ensures a campaign can run. Structure ensures it delivers. |
