In-Store Promotions
The Lottery offers specialized promotional support to qualified retailers based on sales volume and potential traffic. To help promote these retailer-based promotions, the Lottery will supply in-store flyers and will post the promotion on its Web site calendar of events.
Here are some popular types of in-store player promotions that get results:
Customer Appreciation Promotions -Wheel of Prizes
The Lottery can supply a staffed promotional trailer outside the retailer location OR a decorated Lottery table inside of the store for a two-hour period. Customers who purchase $5-$10 in scratch-offs from the retailer can spin the Lottery's "Wheel of Prizes" to win Lottery-branded merchandise, such as T-shirts, coffee mugs and other fun items, supplied by the Lottery. It is recommended that retailers supplement these types of promotions with specials of their own, and the Lottery's involvement can also be coordinated with other retailer vendors. Sometimes these promotions will be held in conjunction with live radio station remotes when available, as part of the Lottery current marketing mix, where radio station personnel broadcast live from the retail location to attract additional traffic.
Second-Chance Drawings
The Lottery can supply promotional gift packs to use for in-store second-chance drawings. Lottery customers can enter their nonwinning Lottery tickets purchased at the store for a chance to win the gift items. In addition to the Lottery gift pack grand prize, retailers can contribute their own prizes, such as a free coffee or fountain drinks, to award on a daily basis to reward frequent customers and keep them coming back. Your CSR can place a drawing box with a flyer offering players to deposit their nonwinning tickets for a chance to win a Lottery gift package, which is typically described in the flyer or on display in the store, to generate excitement. There is a preset drawing date; however, the promotional period can be daily or weekly depending on the prize. Retailers are responsible for conducting the drawing and contacting the winner. Second-chance drawings can be used in the following ways:
Sell slow-moving tickets
Promote a holiday or seasonal ticket
Promote higher price points
Gift With Purchase
The Lottery can supply low to mid-tier giveaways to the retailer to give to Lottery customers as a gift with a Lottery purchase of usually $5-$10, while supplies last. "Gift With Purchase" promotions can be used to reward regular Lottery customers and as a way to help sell a high-priced Lotto or Powerball ticket generated in error or refused by the original customer. Here are some fun variations of implementing a "Gift With Purchase" promotion.
Pick a Prize. A set of playing cards are modified with prizes listed on them. The customer purchases a certain dollar value in Lottery tickets and gets to pick a card to determine their prize.
Buy 5 Get a Prize. The customer buys $5 or $10 of the particular game being promoted and receives a free Lottery travel mug filled with coffee supplied from the retailer. An alternative way of doing the promotion is to use Lottery branded stadium cups with the retailer filling it with a free fountain drink.
Mystery Ticket Promotion. The Lottery representative selects several tickets in a pack and stamps the back of them. The person who buys one of these receives a prize of Lottery-branded merchandise. A flyer indicating the games with the mystery tickets should be posted to generate interest and sales.
Ping Pong. Numbered ping pong balls corresponding with promotional items are placed into a bag, decorated box, hat, bag or umbrella. With every $5 Lottery purchase, the player picks a ball out to reveal the prize that corresponds to the number on the ball.
Clean Out the Dispenser. This promotion is great for selling out a pack with a small amount left in the dispenser to make room for anew game or new pack. Customers who purchase the set quantities of tickets in the game will receive a special prize.
What's the Best Time and Day to have a Promotion?
Our sales staff has learned that the best day to have a promotion is Friday. During lunchtime (11 a.m. - 2 p.m.) or at the end of the workday (4 p.m. - 6 p.m.), players are eager to let their hair down and have a good time getting ready to start their weekend.
How do I Promote my Event?
Create flyers to hang in the stores to remind players of the upcoming promotion. In addition, you may put starbursts on the gas pumps to promote an event or have special clerk contests in which a prize is awarded to the clerk who reminds the most customers about the event in the days leading up to it.
Does the Lottery have to be Present at a Promotion?
No. The Lottery does not have to be present at the promotion. We will gladly come and help retailers set-up promotions, but we don't have to be present when the promotion begins or ends.
Could I Partner with Another Vendor to do a Promotion with the Lottery?
Retailers are encouraged to cross promote with other vendors. For example, customers who buy $5 worth of Powerball tickets receive a free fountain drink. This technique also helps to sell tickets generated in error. One type of promotion that works well is to have a retailer partner with their gas vendor to give away so many gallons of gas over the course of an afternoon through live radio remotes. Some retailers have had a drawing for other prizes donated by vendors during the promotion. Special events such as crawfish boils, live bands, live radio remotes or any promotion that attracts the media will always draw in more customers. Your Lottery CSR has creative promotional ideas to help you increase sales... just ask and they will be glad to help you.
How Effective are In-Store Promotions?
If you've ever considered holding an in-store promotion but aren't sure it's worth the effort, the answer is yes. An online survey of core Lottery players indicates that this loyal customer segment definitely has an interest in participating in retailer-based promotions. In fact, 21 percent of players surveyed actively seek our retailer promotions in their area or make plans to attend a promotion when they see one advertised.
Depending upon their size and scope, retailer promotions may help attract new customers, giving them a reason to "try" your store. Just as important, in-store promotions reinforce loyalty with existing customers.
In the survey, the number-one reason players gave for their interest in retailer promotions was the feeling that the promotion added value to their purchase. Just as with every consumer product, purchasers want to feel good about their decision to buy. Retailer promotions are one way to connect with players, extend the entertainment value of our product and support the Lottery's brand.
Here are other reasons players gave for participating in retailer promotions:Encourages me to try new games.
Like the promotional items being given away.
Enjoy the fun, exciting atmosphere of the promotion.
Creating a do-it-yourself, in-store retailer promotion is easy, and the Lottery is ready to assist by supplying giveaways and materials to help you spread the word. Ask your CSR about what type of promotion would work best for you.
