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.

— beth triplett


About the Author leadership dots by dr. beth triplett

Dr. beth triplett is the owner of leadership dots, offering coaching, training and consulting for new supervisors. She also shares daily lessons on her leadershipdots blog. Her work is based on the leadership dots philosophy that change happens through the intentional connecting of small steps in the short term to the big picture in the long term.

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