Australian Newsagency Blog

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Smart move to pitch a lottery ticket as a gift

Mark Fletcher
June 15th, 2019 · 7 Comments

I love this pitch in a Wellington, New Zealand, lottery outlet of cards next to the lottery terminal. It guides shoppers about a lottery ticket (or product) as being ideal for slipping into a card, subtly encouraging the shopper without in-your-face marketing. It’s show, don’t tell.

I suspect that the placement of greeting cards next to the lottery counter helps in some way drive lottery product purchase – and not distract from general lottery product purchase.

It would be interesting to see this tested in a structured way in Australian lottery outlets, to see if the placement benefits card and lottery product sales. Such tests could be run in association with the lottery companies given the mutually beneficial outcome being sought.

15 likes

Category: Lotteries · Newsagency opportunities

7 responses so far ↓

  • 1 subaru // Jun 15, 2019 at 8:33 AM

    non lotteries products in a lotteries area?
    how quickly would we be breached by our BDM?

    0 likes

  • 2 A Newsagent // Jun 15, 2019 at 9:56 AM

    Breach notice, Red marks. Go to Jail, do not pass Go, do not collect extra commission.

    1 likes

  • 3 Mark Fletcher // Jun 15, 2019 at 9:13 PM

    This should not be a breach as it could help drive sales.

    0 likes

  • 4 Michael // Jun 16, 2019 at 7:27 AM

    A lot of the things they call breaches should not be as they are common sense addon selling techniques… They are pushing us to not do anything with the rest of our store, just focus on Lotteries… We all are going the other way and just not caring about Lotteries.

    Promotional poster managed to get missed and left up? That now can cost you actual money… Why bother promoting them at all?

    1 likes

  • 5 Graeme Day // Jun 16, 2019 at 5:00 PM

    I agree Mark It should not be a breach and I’m sure if the agent asked Lotteries they would consent and help with the promo.
    Lotteries are agreeing with agents to place some goods in “their space” upon request. So go for it, there are many cross pollinated promotions one could think of.

    0 likes

  • 6 baz // Jun 21, 2019 at 5:32 AM

    How bout those bigger and better Jackpots ? Oz went all the way from $70 mil to $80 mil and Powerball has increased a whopping $10 mil from $30 mil to $40 Mil. Customers excited..

    3 likes

  • 7 Peter // Jun 21, 2019 at 3:32 PM

    Yesterday’s Powerball was extremely popular for only a pool of 30m. I was very surprised at how much was spent considering what I think was a smaller size of the Jackpot. To my store it was a very similar response to Oz lotto’s Tuesday which more the twice the size.

    Gifting Lotto is a very good little earner. Look at the old Xmas Scratchy Trees we did big time with GNS (trees) and NSW Lotteries. The Lott initially refused to support it. Then became half hearted in their support.

    Now the lott wants us to go full boar with what they say is there own idea and will save the world. It is now surveying us on it and taking indicative orders for trees packs socks etc.

    The Lott should learn from this post and allow us to position suitable stock as shown in the photo.

    0 likes

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