Lottery jackpots present lottery retailers with excellent opportunities. This is especially true jackpots which pass a psychological level. This level depends on the area.
In my own retail experience, $30 million is the magic number. If any lottery game is offering a prize above $30 million in my stores then sales will grow. In some locations I have seen the magic level kick it at $100 million or more.
Work out your number, the jackpot point at which you know you will see easy double digit sales growth over the previous week. If you know this for your lottery outlet you can better plan your marketing.
Here are some tips on how to leverage this lottery jackpot traffic:
Place high impulse and keenly priced product offers in dump bins on the approach to the lottery counters.
Give every lottery customer coupon offering a discount or some other value proposition should they visit and purchase again within a specified period.
Offer employees a reward for achieving a decent week on week increase in ticket sales for the jackpot game. While you will need to set the goal with your team, a 50% target is a reasonable step.
Place one impulse purchase at the lottery counter, something which does not need to be considered for too long. An easy to value item.
Place a pricelist for the jackpot game at every register point in the store but leave off the lowest value quick picks - start close to $10.00.
Promote the jackpot at other non lottery high-traffic areas in your company or your kiosk. For example, bookmarks, place best sellers.
He wears a hat to promote the jackpot.
Wear a badge to promote the jackpot.
Get your main suppliers to give you samples. If you sell candy, get candy to give away samples. If you are selling magazines to give away samples to get the magazine. Use this to increase to goodwill of a lottery outlet and separated from other Lottery retailers.
Create a CD with a little luckthemed tunes and have this playing on repeat - you want upbeat positive tunes to create excitement for the big draw.
If you are in a high street retail situation, use chalk to write on the pavement outside the store, promoting the jackpot.
Create hand written signs for the window promoting the jackpot - these should present an urgency to the offer.Chase sales early in the week, as soon as the jackpot is announced, otherwise they purchase their tickets elsewhere.
Talk to other retailers nearby about collateral for your promotional displays - car dealers, travel agents etc. A display around dreams could use material beyond what the lottery companies provide.
Lottery jackpots represent bonus traffic and revenue. Good retailers will make the most of these opportunities, knowing that if they do not extract a sale, someone else will.
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