The OzLotto jackpot last night to a $50 million first division prize pool for next Tuesday sets us for an excellent bump in traffic. Here are some tips on how to leverage this traffic:
- Place product offers in dump bins on the approach to the lottery counters.
- Give every lottery customer a dated value coupon to encourage them to come back in, say, two days, to purchase cards, magazines or stationery for a discount.
- Offer employees a reward for achieving a significant week on week increase in OzLotto ticket sales. I’d suggest a 50% lift as a minimum.
- Place one impulse purchase at the lottery counter – a magazine, a gift line, a confectionery line. But don’t detract from OzLotto.
- Place an OzLotto pricelist at every register point in the store but leave off the lowest value quick picks – start close to $10.00.
- Promote the $50 million at your newspaper stand and with your magazines.
- Chase sales early in the week otherwise they purchase their tickets elsewhere.
- Talk to other retailers nearby about collateral for your promotional displays – car dealers, travel agents etc. A display around dreams could use material beyond what the lottery companies provide.
This jackpot is happening at a great time for us, make the most of it.
A smart publisher would send newsagents samples of a title they want to push – with a space on the back for newsagents to stamp the sample as coming from their store.
A smart confectionery company would send newsagents boxes of free samples to give out to lottery customers.
Thanks Mark – great suggestions, much appreciated.
Great suggestions mark. Keep em coming. I like coming here to get tips like these.