​Running successful local contests is all about getting a solid plan in place, talking with the legal department, and learning how to say “no” occasionally to ideas from the sales team when they run afoul of FCC rules.

Those were the key messages delivered Wednesday at the third installment of PromaxBDA’s Webinar Wednesday series, “Local Contesting: How to Run a Successful Contest On-Air and Online.”

Chicago-based attorney Jerry Glover, a partner at Leavens, Strand, Glover & Adler, LLC, kicked things off by explaining the differences between sweepstakes and contests, and emphasizing how important it is to run all contesting ideas by legal counsel.

It might seem like a burden, but it is better than being hauled in front of the FCC, Glover pointed out.

“Quite often, when sales people are brought in to work with marketing on promotions, they sometimes have conflicting goals,” Glover said. “It is my job to make sure whatever resolution comes about is wallpapered in the rules and in the scripts that are used to announce on-air, to make sure those compromises still conform to the regulations.”

KOMO Promotions Director Will Harris discussed his station’s successful campaigns with “Wheel of Fortune” and “Live with Kelly and Michael.” The key to those successful partnerships, he said, was laying out in a clear, concise pitch exactly what they show will get in return, and how much promotional spending the station is prepared to commit.

Sometimes, he also looks for a national news angle. When he found out that Macklemore and Ryan Lewis—two hometown Seattle musicians—were gearing up to perform on “Good Morning America,” Harris reached out to the show and to their local airline partner to create a contest that would send two viewers to watch him perform.

“You first have to have a client in mind, work with the sales manager, and put together a good schedule,” he said.

You also have to learn to say no to sales people, sometimes, when it comes to certain ideas.

Harris outlined a successful year-long “Puzzle of the Night” promotion during “Wheel of Fortune” that offered prizes from a local casino. He said that “Wheel” was excited to participate, and it was a great way to drive viewers both to the show and to KOMO’s digital platforms, because viewers had to watch to get a specific code, and then head to the web to enter it for a chance to win.

And one of the most important things for promotions teams is to always be in touch with the syndicators, and never ignore their emails.

“These are the most important emails to read,” Harris said. “They offer cool things throughout the year.”

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