Happy Friday, everyone!
Here is this week's poll question:
What are some of your most successful "Enter-to-Win" or "Box" promotions?
a. What prizes have proven to be the most attractive to your listeners?
b. What's the typical price of participation for a merchant? Does it include a traded prize?
c. How many stores usually participate?
d. Do you do the same box promotion(s) annually?
Looking forward to reading your replies!
Far and away the most successful promotions I've done have involved an element of competition. For example, we put boxes in five bars where people could enter to qualify to race in a Nascar simulator. Each week for five weeks, we picked one name from each bar, and five people raced against each other. The winners went to the final race, to win a trip for two to the Daytona 500. The response was overwhelming, the boxes were packed to the brim every week with people wanting to enter. In previous years, when people simply registered to win, the response for the same prize was a fraction of that we got by adding the element of competition. All the sponsors, and the host venue, were blown away by the results.
I think the answers to a,b, and c depend in large part on the size of the market, but I always ask participating merchants to add a prize. It's a good strategy, because even those who don't win will perceive the product or service as valuable. While repeating promotions that have legs makes sense, I also think it's critical to keep coming up with new elements, and make room on the schedule for brand new promotions. Those not busy being born are busy dying !
Where did you find a Nascar Simulator? I love this idea!
We were fortunate to have a company (and client) in Burlington VT with 5 simulators set up in a row!
But although they're awesome, you don't need a Nascar simulator, just add an element of competition, the more creative the better. If you want to hear about some other mechanisms I've used, feel free to call my cell 802.324.3901
The best prizes are everyday needs like groceries or gas, or more of a "want" item like a car, cash or luxury trip.
I've lost a lot of sales by asking the merchant for a prize on top of cash.
I like one major sponsor and no more than six secondary sponsors. I used to buy advertising and if anyone cam to me with something more than this it was a quick NO since I knew I could not stand out.
We analyze promotions every year with three questions in mind: How popular was it with listeners? Did it sell-out? How much profit did we make? Keep and replace accordingly.
