All it takes is just one person to derail a promotion. One person who may have had a bad experience, received a prize that didn't work, or - even worse - deliberately took advantage of a loophole in your carefully-planned campaign (yes, those people do exist). One way to protect your agency, your client and your sanity is to spend time crafting a set of solid Terms & Conditions (Ts & Cs) or, what we can call, the campaign "bacon saver".
Some Ts & Cs will include points about fraudulent activity, natural disasters, loss of electronic information, change of promotion details, etc. This type of information sounds like excessive "legal-eese", but it is this that will cover your client for every eventuality that could arise and help to deter dishonest entries.
Ts & Cs are your first line of defence against opportunists and cheats. An important point to note is that most of your genuine entrants will never read the Ts & Cs, but you can guarantee that scammers will examine every single word!
Ts & Cs not only have to be tailored to suit your promotion, but they will need to suit the country(s) you run the promotion in, therefore it always pays to get a lawyer to eyeball the Ts & Cs before you release them into the wild.
Once the Ts & Cs are finalised you will need to house them somewhere. Check to see if your country has particular advertising standards that specify where Ts & Cs are to be located and how you shoud reference them within your campaign.
If your campaign has its own website, microsite or landing page, you can include a "Terms & Conditions" link. Otherwise you can put the Ts & Cs on your client's company website with a vanity URL to make finding them easier.
Within your campaign elements (which could included printed collateral, radio ads, TV ads, etc) you should reference that you have Ts & Cs for this promotion and where they can be found. For example: "Terms and conditions apply. Please visit our website www.abc.com for further details." or "Offer available for a limited time only. Terms and conditions apply."
You can run a promotion or competition without Ts & Cs, but it's a major risk. If your client wants to proceed without Ts & Cs, then I suggest you do two things. Firstly have a conversation asking why they would want to forego this formal protection, and let them know - loud and clear - your recommendations. If they still insist, then you should get their instructions in writing (via email would be legally sufficient in many countries - check your own laws to make sure). That way at least your agency will be protected if anything goes awry during or after the campaign.
Comments will be approved before showing up.
Keeping clients happy will lead to repeat business and word-of-mouth referrals. Keeping suppliers happy could mean sharper pricing and improved turnaround times. Keeping your team happy will allow you to move work around your agency quickly and without fuss. And, most of all, it will mean people will like working with you, which should open more doors than you could ever imagine.
Our gift to you!
SIGN UP TO RECEIVE REGULAR ACCOUNT MANAGEMENT TIPS FROM AM-INSIDER, AND YOU WILL RECEIVE 100% OFF THE PURCHASE PRICE OF ANY ONE RESOURCE FROM THE AM-INSIDER WEBSITE. THAT'S ONE RESOURCE
CLICK HERE TO SIGN UP NOW!
It's our way of saying THANK YOU for subscribing, plus a BIGGER THANK YOU for caring about your career and wanting to become the best account management professional you can be. We're in behind you all the way.