Behind every great promotion should be a set of terms and conditions drafted to protect both the promoter and the consumer.
Many disasters have been avoided as a result of having carefully crafted T&Cs; as seen with this recent voting competition, but can they ever be ‘on brand’ too?
Great promotions should engage with consumers and create a positive relationship with them that enhances their connection with the brand. Think of Volvo’s dynamic treasure hunt or the irreverent packs of Dairylea which mooed to alert purchasers that they’d won a dream holiday. Whilst care and attention is lavished on the main marcomms, all too often there is no thought given to the T&Cs.
Promotional terms and conditions are essentially a contract between the entrant and the promoter, guarding both sides from abuse and omissions by communicating key conditions such as start and end dates, details of prizes offered, any restrictions to entry and so on. Although many may not bother to read them, T&Cs are a requirement of the CAP Code in the UK and are mandatory for most social media platforms worldwide. But this doesn’t mean that they need to be boring, or at odds with the overall personality of the brand. There can be a unity between legal and marketing.
Different styles of Terms and Conditions
PromoVeritas draft thousands of sets of terms and conditions each year for all types of promotions globally and have long realised that a brand may have their own unique way of speaking to their customers and this personality should be reflected in their T&Cs too. So the company’s in-house legal team now offer three different styles of writing for terms and conditions – Clear, Standard and Friendly.
In this way a brand’s Tone of Voice can be perfectly reflected in all written work. So a promotion for financial institution might use the Standard clause “Please allow up to 28 days for the delivery of prizes…” whereas a youthful fashion brand might use the Friendly version of “If you’re a lucky winner we will arrange for your prize to be with you as soon as possible but before 28 days…”. The trick is to find a balance between being both approachable whilst still be professional and solid – terms are of cours
It’s not just what you say but how you say it…here are our top tips for promotional T&Cs.
Make sure that you cover all the CAP Code requirements in your te a legal document and must be taken seriously.
erms- Stick to clear, simple language that reflects your brand’s personality
- Do not be too informal however – T&Cs are a legal agreement
- Be consistent in your tone and style of language.
- Don’t be tempted to copy someone else’s terms. They need to be crafted for you
- Signpost each section clearly using numbers, headers and subtitles
- Explain legal terms clearly – if they have to be used
- Use a legible font in a readable size and colour
- Always have your T&Cs checked, drafted, translated and localised by a professional verification service, such as @PromoVeritas– to make sure they are compliant
For help and advice with terms and conditions or any aspect of running promotions contact info@promoveritas.com or call +44 203 301 7360.
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