We have gone out early with increased promotion for the OzLotto jackpot and it is paying off – we would usually wait for the jackpot to reach $25 million. It has been a considerable time since Oz or Powerball jackpotted and we figured a $20 million division one prize was worth promoting as since lottery sales have been patchy. The result was an immediate lift in sales. No surprise there.
What is surprising is the comments from regular customers who had no awareness of Oz reaching $20 million. Oz is one of those games customers drift in and out of based on the jackpot level. Non-regulars take little notice of the posters we and other retailers put up each week charting the new jackpot. It has taken a string of balloons and a sign above the entrance to get their attention.
Our (secret) hope is that Oz does not go off for a few more weeks. We have plans to intensify the promotion as the jackpot climbs – to fight store blindness.
I would completely back your customers comments that they didn’t know Oz Lotto had reached $20m. I had no idea. I don’t follow lotto much. I am one of those customers that does it when it jackpots to a big amount. Until I see that advertisement I don’t play it. I suspect I am not alone in this.
It is good for you to hear this from your customers as it is very easy to assume much in retail and become blind to what your customers see/know.
Also good to hear about a retailer talking to their customers.
Niall other evidence supporting this is that every time we move categories in-store customers tell us that they did not know we stocked those items.
In our gift shops we move product regularly. In newsagencies it tends to be a more set and forget approach.
That looks great. Balloons attract a lot of attention for some reason.
mark what do you use for blowing the balloons up there seems to be a hell of a lot of balloons
We have a pumping device.
hand pump or is there a mechanical type out there ? my staff freaked out when i said that this is what we should have out front of the shop if it goes past 20 million
Shaun, they’re $4 each down here, did you want me to send you one?
send me 20 would be great thank you …..no i have a hand pump but i am lazy and would like an electric one but i am not sure on where to buy one from . I would love to fill the whole shop up one day with helium balloons the would look great but a bit expensive
So you have a real balloon hand pump? Just get an cheap electric pump from Supercheap.
Buy a cylinder of helium and maybe try that.
I would be careful of helium. It can be rather expensive.
Shaun S your local party hire joint should be able to help with helium and about 2 or 300 balloons for about $100.
I was wrong about the pump. It broke. Our team at Forest Hill blew the balloons themselves.
Aww those dedicated staff members blew all them up by themselves? Mark, you should be proud of those guys! Bravo!
We use helium which we source through one of our tradie customers.
Here is an option for those who are looking for a balloon inflating solution. A little pricey for the inital outlay, but if you are using it regularly will pay itself off pretty quickly.
http://www.circusstuff.com.au/showproduct.asp?prodid=5925
What are the NXFH gang doing this week to promote the $40M?
Michael:
1. Across the counter offer – supported by an employee incentive.
2. Posters throughout the shop.
3. $40 Million banner under the shingle.
Same here, but if I were you I’d pick up some fireworks in Springvale for that extra bang effect!!!