Insight: Instant-win promotions are the fastest growing category because consumers are hooked on instant gratification and marketers like promotions with quick turnarounds.
Trade secret: A field group of more than 600 law enforcement and FBI people guarantee that random instant-win caps, labels and scratch-off tickets are indeed randomly distributed.
Tip: Sweat the small stuff. One tiny mistake in a key-chain giveaway can cost a marketer millions.
Watch for: More promotions awarding vintage items; marketing materials using computer chips; promotions centering on the millennium.
Surprising fact: Major marketers use us to do background checks on contest winners and even celebrities presenting prizes so there are no surprises during the post-promotion publicity.