We are giving away a Kobo e-reader to one lucky Mother’s Day Hallmark card customer this year. There is strong interest in the Kobo prize, especially among younger shoppers. I served one customer yesterday in her teens who thought it would be really cool to win this for her mum. A few minutes later she dragged her brother in to buy his Mother’s Day card from us. They shared a laugh about teaching their mum how to use it.
While some may question the value of a business which relies on print giving away an e-reader as a prize, I like it because the prize shows we are being relevant in today’s marketplace, it demonstrates innovation as well as good value.
Promotions like this are vitally important in reinforcing the premium nature of our card offer over supermarkets, discount stores and other outlets.
There several hundred Hallmark newsagents each giving away Kobo e-reader this Mother’s Day.