A new Hallmark store opened in our mall and as part of the grand opening customers could sign up for door prizes. I don’t usually participate in those gimmicks — I know that they really are bribing me to submit my name, email and phone so I can be targeted with marketing messages — but I like Hallmark (a lot!) so I put my name in the box.
And I won!
A free card per week for an entire year!!
This prize, which is “a $156 value”, cost them a mere fraction of that, but I am thrilled with it. I can have 52 free cards whenever I want them within a year. Some people may not find this appealing, but I am almost giddy when I think about the fun I will have redeeming my winnings.
How can you align your promotional efforts with something that is a delight for those who win it, but costs you little to provide it? Think about how you can leverage your efforts to maximize the benefits to you: promoting the door prizes to draw customers into your business in the first place, utilizing information for marketing, and driving repeat customers. (i.e.: If they had been smarter, they would have required me to come in every week to get my card, increasing the chances that I would be enticed to buy something else.)
I’m sure in your organization there is a treasure waiting to be shared. Capitalize on your bounty to identify your target customers, and even to thrill a few of them.
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