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One for Me, One for You: Consumers seek out cause-based promotions

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ShirleyEsteyBuildABuzz-200x300To see how Estey executed the One for Me, One for You promotion in store, visit CCentral.ca at the end of October!

In her personal life, Shirley Estey donates her time to the causes she believes in. In her professional life as the operator of Berry Mills Convenience in Moncton, NB, she does the same by supporting consumer promotions that are aligned with charitable causes.

The One For Me, One For You promotion from Mondelēz Canada takes cause-based brands one step further, and Estey cannot wait to make room for it in her store.

How it works

From October 1 – December 30, 2013, consumers can enter UPCs from participating Cadbury chocolate and/or Trident gum products on 1forme.ca or 1foryou.ca, giving them a chance to win the grand prize of $50,000, in addition, a $50,000 donation will be made to the charity of the winner’s choice from a list of participating Canadian charities. The drawing for the grand prize will be on January 6, 2014.

In addition to the grand prize drawing, there are also more than 200 instant-win secondary prizes during the promotional period. Check out this CCentral article for some examples of the secondary prizes.

Give, give more, and give more often

Estey has run her fair share of cause-based promotions, and believes they are well worth the investment of money and floor space: “When compared to a regular promo, I usually see sales increase 10-15% when a promotion is tied to a cause,” she says. She recommends putting the display in a prominent location, such as near the cash register, and ensuring it’s always fully stocked with participating product.

Engage your staff in the cause

As Estey says, the most important key to in-store promotional success is educating and engaging frontline staff. “They can really, really make a promo go a long way,” she says, adding that she runs contests for all employees during major promotions. Whoever can sell the most of the promoted products wins a gift card. “I think the One for Me, One for You promotion is going to be really great. My staff members know about it, and we’re really looking forward to it.”

To help c-stores generate buzz around this promotion, Mondelēz Canada plans to leverage the social media networks of the participating brands and charities, so the word will surely spread quickly among consumers.