I have written here before abut the value of local prizes for driving shopper traffic. This is especially true at seasonal times, such as Mother’s Day. The right local prize can generate net new traffic when it is actively promoted outside the business.
We are promoting this beautiful T2 gift pack knowing that one of our customers will win a pack, as each participating store has their own T2 prize pack to give away to one lucky shopper of Hallmark Mother’s Day cards.
While a more valuable national prize may have a headline appeal, I have found it is easier to sell this prize will be done by one of our customers. That pitch is made even easier when the prize pack is perfectly targeted for a season like this T2 prize pack.
The T2 pack also works as it fits well with our everyday female gift line. It compliments what we offer, making the message of the prize pack valuable beyond the season.
The newsXpress exclusive T2 Mother’s Day prize pack is part of the Hallmark / newsXpress relationship.
The total campaign has a value of in excess of $50,000. I suspect this is the most valuable Mother’s Day campaign in the newsagency channel inn 2017.