"Dial our Prize Promotions Hotline at ext. 3033 to ask our experts two free promotions questions!"

• Selling your product goes hand-in-hand with positioning the consumer face-to-face with your display. One way to do this is to simply offer sweepstakes or contest entry forms at point-of-sale. A match-and-win game is also an option for this objective. Consumers can play when they find a free game piece in a newspaper or direct mail package that has a symbol or number. To find out if they are a winner, they are instructed to go to your participating retailer.

• Gaming can help you capture names, addresses and other information for your database. For example, you can obtain lifestyle information as it relates to your product and other brands your company manufactures.

• A contest may be designed specifically to gain market research information about your product.

• Programmed learning promotions usually require that the entrant answer a set of questions in order to be entered into the drawing. This is not considered to be a skill, because the answers are easily found. Keep it short, focused, and to the point. There should be no more than three questions which are strategically planned to take advantage of your product's best features.

• One of the best ways to encourage re-purchase is to design a prize promotion that involves multiple steps. In a collect-and-win game, participants are required to collect game pieces, which they automatically receive with each purchase. Your ultimate goal is to get the consumer into the habit of buying your quality product.

• If the promotion doesn't involve the package, Ventura has the systems in place to expedite promotions as quickly as registration and advertising lead times permit.

• The product and its seasonality, geographic location, and the lifestyle of your target market all have bearing on when and how long to run a promotion, and the lead time for preparation. Depending on the product, prize promotions may get extra mileage from seasonal holidays and activities. You're not going to run a suntan lotion promotion in winter in the northeast, but you may hit the jackpot for promotions on baking supplies.

• Package goods prize promotions usually run through a season (if applicable), or an average of six to eight weeks. As you read on, you will find that the length of time for packaged goods promotions is shorter than for direct response and other mediums. This is due to the distribution channel. A supermarket isn't likely to post promotional materials for more than a few weeks.

• If you're running a joint trade/consumer promotion be aware of the necessary coordination.

 

What to Do When

Executive Summary

• Promoting durable goods indicates special considerations due to how the consumer makes the decision. Keep in mind that he/she will be interested in: product considerations, manufacturer/retailer considerations, and price considerations.

• All of these issues cannot be addressed in one promotion directly. It is best to build relationships between your brand and the consumer, and draw him/her in to see your display and talk to salespeople.

• Concurrent consumer and trade promotions for the franchisees, distributors and salespeople, offer exciting opportunities for marketing durable goods, because salespeople are motivated to try harder to influence the purchase decision.

• A prize promotion doesn't always tie directly to sales. It can be used to set the stage for future involvement between a company/product and consumers by contributing to positive relationship building and by serving as a vehicle for database development.

• If you are using a prize promotion solely to develop a database, make it as easy as possible to enter, such as a simple sweepstakes with postage paid entry form included.

• Timing counts. If the durable good is likely to be purchased as a gift, consider running it with a holiday or occasion tie-in. If the product is more for personal use, such as a car or a machine for business, it is best to stay clear of event tie-ins.

• Don't overlook opportunities to tie in with trade or home shows.

• Prize promotions for durable goods can be used for local, regional, national or even international programs. If the promotion will be advertised in or sent to a particular region, it is important that you ensure compliance in advance by franchisees, dealers, etc.

Executive Summary

• If a prize for an instant game can be claimed at point of sale, you can save money on postage for prizes, and, once again, you encourage the consumer to visit your establishment.

• You can gain visibility for the promotion through advertising in various venues, including newspapers, radio, television, and point of sale. Anything you post at the facility adds to the excitement of the program, and can attract people who may not have had previous exposure to the promotion.

• Prize promotions, even continuity promotions, should be as simple as possible. Simplicity and high visibility are key aspects of retail promotions.

• You can use prize promotions for restaurants and retail: to build traffic, build a database, sell product, and keep customers coming back.

• The timing involved in retail programs depends on the type of program, the theme, and whether there is a tie-in with a seasonal product or holiday.

• The length of a promotion is an important factor. The key here is to keep the program fresh.

• It's important to remember to get as much participation among retailers as possible to ensure that consumers who respond to advertisements and go to participating stores aren't disappointed.

Email: info@sweepspros.com