What is the most logical next event?

How to run a sweepstakes
Have the infrastructure to support it.
You will need to have a server that can handle the load. The world is full of people who want something for nothing and a lot of those people invest a lot of time in it! Infrastructure would be :
Server mail list support database support (for the information received when they fill out entries )
Do some research into various organizations that do data collection.
Learning, and utilizing, the demographics is one of the many uses of data received in a sweepstakes. Be sure the one you get will work for you.