Like many newsagents we are promoting the OzLotto $50 million jackpot in-store at every opportunity. From the front of the shop into our Tattersalls area we have gone all out. At our counters, too, we pitch the offer in writing and through our service. In addition to the lottery marketing ideas I published yesterday, we have taken care to promote the jackpot inside our newsagency, at high non-lottery traffic points. For example, our main newspaper stand – as shown in the photo to the left.
In addition to pitching the $50 million prize, we are also listing popular tickets – so our customers can have an amount they would like to spend in mind.
At the back of the newspaper stand, with our foreign language newspapers, we are promoting the $50 million jackpot. This is a good lottery market for us and while the pitch is not as strong as at the front, I am confident it will work well for us with these shoppers.
At our photocopier, another busy location within our newsagency, our customers see the offer right in front of them as they use the copier and on capping on the next aisle. They have time to dream while they copy. We don’t want to miss any opportunity.
Finally, as customers leave our busiest magazine aisle and, hopefully, head to the counter, we have the pitch again in the aisle and across from it – to the right. Hanging above them in the magazine aisle is an array of posters promoting the jackpot.
These are all high traffic areas deep within our newsagency and some distance from the lottery counter. We have found this level of promotion of very special events – like the $50 million jackpot – works well and helps support our over the counter pitch.
In developing the in-store strategy yesterday morning, we sought to use our store as much as possible to promote the offer. There are some who will instantly get this and others who will only connect when we make an offer across the counter during a sale. we have tried to cover all bases and leverage non-lottery traffic as much as possible.
Our card, gift, stationery, art and ink departments are untouched by this promotion.
Looks fantastic!! makes me wanna buy a ticket in your store
Yes it’s fantastic!
Talking to a colleage yesterday, we also agreed that you need to promote it outside your store as well, if you can, to attract more people into your store.
Keep all bases covered and make the most of it like above.
Thanks. I did this myself and I am no VM expert. Our team has also done a fantastic job with compelling syndicate offers and dressing our Tattersalls counters. I focused on non-Tattersalls areas.
Hi Mark,
Can you please give examples/details of the syndicate offers.
Thanks
I like your idea about displaying with newspapers and at the copier. We are copying this, excuse the pun.
Andrae,
If it’s your first time doing them, go for a share price just above your highest priced quickpick and don’t have too many shares – you don’t want to be stuck with them, say ten shares ($5M each pitch)
Good advice Michael.
Andrew, a good example is what we did when we started with the Monday / Wednesday lotto games. We did a $10 syndicate – 10 shares. Once we saw that selling well we would then start with two, the $10 syndicate and a $20 syndicate.
Tattersalls provide A4 sheets if you want. We prefer to go with our own for a point of difference and to reflect immediacy.