Showgirls and iPads are prize-less entertainment

The exchange of a business card for the possibility of winning an iPad; the latest in tablet computing for a trivial portion of paper. A tempting offer, with the potential gain far exceeding the insignificant loss.

To anybody who has recently attended a business conference or networking event, the sight of two attractive showgirls further subsidised by the offer of a technology prize is familiar. Two fit girls gagging for your phone number, it seems too good to be true and how often it is. To the few who have ever triumphed in one of these raffles, the remainder of this blog may seem an excessive tirade. To the thousands of executives who never win with iPads or pretty trade show girls; immerse yourself in this rant.

There are several changes to the current format of prize raffles at corporate events required, if the respect of executives is to be retained. The Sirens that are the permi-grin execs, part-time models and iPads can seemingly go far in luring potential clients to give up their contact details. However, those experienced in attending such networking events may be growing immune, or just plain cynical, to their shallow charms.

The quest for greater clarity and fair treatment in prize promotions is now essential if the current format is to retain the industry’s respect and get results. Perhaps most importantly the mythical prize has to be visible; a realistic target. At present, nobody is sure who wins the prize leading to confusion and a greater sense of disappointment for those who entered. Imagine if the same occurred at a sporting event, with the champion hidden under a cloud of anonymity. Not only would it represent a severe lack of drama, but would also soon lead to a lack of interest.

The likelihood of someone giving away their personal contact details and winning a prize should not be overstated. Exactly where the all-conquering victor should collect his modern day laurels should be clearly established and this must happen on the same day. The re-occurring explanation that the raffle will be inconveniently drawn in several weeks time helps nobody. Who has the time these days to chase up a potential prize? By this point, many people have probably forgotten they entered the prize in the first place. That is until they receive their first email marketing message from the competition holders. It now becomes desperately apparent that the cute showgirl will never call back, a large, ungainly bloke almost certainly will and a pang of regret creeps in.

Marketing and PR, have long used the incentive of a prize to lure people to sacrifice their personal details. It offers a chance to formulate a huge database of particular clients and people with whom future business may be done. This can often benefit both sides of the deal, so why the need for the sideshow, that is a potential iPad and the chance to talk, without fear, to a pretty girl? For the majority of people, the result of such an encounter is not hours of fun playing with said iPad, or the love of a pretty girl, but just the odd email from time-to-time for products and services they may or may not want.

A much simpler system, and the one adopted by Parker, Wayne and Kent, is to offer, on receipt of a business card, a chance to win numerous cash prizes on demand, immediately. This offers immediate gratification to winners of the draw, and helps to prevent obvious logistical difficulties in trying to forward the prize to a winner weeks later. Not only do competition champions experience the quick but memorable elation of receiving a tenner on the spot, but it also remains cost effective. With an iPad retailing at close to £500, using the Parker, Wayne and Kent tactic gives more gratification to more people for less money. Using this procedure also helps entrants as they are not required to chase up a mythical prize they secretly know they have not won, reducing the likely disappointment. Instead, they can gleefully accept their cash prize, dash to the nearest bar and congratulate themselves over a few pints.