With OzLotto jackpotting last night to $50 million, we have an excellent opportunity to leverage the bonus traffic. Here are some initial thoughts:
- Set a goal. Decide now the growth you want on last week’s OzLotto sales. Track this daily. The growth target ought to be at least 50% up on last week. Offer a reward for achievement.
- Use the counter. Make sure that you have compelling impulse opportunities at your lottery counter. Set a goal for sales of impulse products and track this daily. Too often, newsagency counters are cluttered and block impulse opportunities.
- Engage your team. Ensure that everyone has their upsell pitch – make sure that newspaper, magazine and card customers are offered a ticket in the $50 million. Obsess about this at non-lottery counters.
- Promote. Pitch the jackpot at high-traffic points in-store such as at the newspaper stand, with weekly magazines and at your photocopies. But make the pitch specific – promote syndicates or a particular ticket type.
- Make the opportunity your own. Give people a reason to buy from you. Maybe a chance to win a lottery ticket hamper, or a special second chance draw. Separate your OzLotto jackpot opportunity from others.
Smart suppliers should use the jackpot traffic to offer trials of their products. For example, a booklet of crossword puzzles from Lovatts, a booklet of a popular review from Top Gear, a booklet of recipes from Gourmet Traveller or Delicious, a booklet of room make overs from Real Living. I have pitched this idea to publishers before and should get it that they don’t like it or cannot justify the cost.
Newsagencies will see a considerable traffic lift this week – this is an opportunity to introduce magazine titles to this one-shot traffic. Smart suppliers will help us leverage this.
How we leverage the bonus traffic for this week and beyond is a test for our businesses. We ought to share ideas and challenge each other. This is a rare opportunity.