“The Trip You Can’t Resist” dates: May 5, 2014 – August 25, 2014 (16 weeks)
Key brands: Twizzlers, Jolly Rancher, Hershey’s, Reese’s, Oh Henry!
Prizes: Three (3) grand prize trips for two (2). Grand prize winners choose from one of six “movie genre” themed trips. There are also 16 weekly prizes of a 50” LED Smart TV.
Website and full contest rules: Twizzlers.ca
Contest support: National English and French TV advertising with Twizzlers brand campaign “The Movies You Can’t Resist”; in-store displays and POS
The cold weather is behind us for another year, which means summertime anticipation is building among Canadian consumers. C-retailers can be part of this excitement by making their stores a destination for summer-focused products and promotions.
When Amit Parmar, owner of Lasalle Kwikway in Sudbury, ON, puts products on promotion in the summer months, he notices a difference. “I see more sales in the summer, and I guess it’s because people are out more and they’re going somewhere and need snacks, chocolate bars, and beverages to have while they travel or go places,” he says.
This is why he plans to make space for “The Trip You Can’t Resist” promotion from Twizzlers brand and Hershey Canada, running from May 5 until August 25, 2014.
How it works
“The Trip You Can’t Resist” promotion from Twizzlers brand and Hershey Canada gives three lucky consumers the chance to win a trip of their choice to one of the following six movie-themed trip packages for two: romance in Paris, adventure in Costa Rica, history in Athens, western in Texas, action in New York, and musical in London.
In addition, one 50” LED Smart TV will be given away each week for 16 weeks during the promotional period. Consumers can head to twizzlers.ca to enter and for full contest rules.
Hershey is also supporting this promotion with the Twizzlers brand campaign “Movies You Can’t Resist”, which is a six-week ad campaign supported by SHAW and TVA to bring blockbuster films into homes. It consists of 15-second and 30-second TV ads that will generate awareness and drive viewers to “The Trip You Can’t Resist” contest in store.
Educate your staff
Staff members are a critical component to a store’s ability to engage in conversations with customers and educate them about promotions. This is why Parmar involves his six staff members from the get-go.
“Before I’m planning to run a promotion, I talk about it with my staff and I do consider their input because I’m not the only one engaged with the customers. They engage with the customers, too, so they’ll have ideas for what they’re looking for. Once the promotion is ready, we go over what it is and talk about it so they get it.”
Be a destination
Summer is the time when consumers want to take part in activities and events. C-retailers can be a part of this mindset by understanding the main activities in the summer: in 2012, 90% participated in summer holiday activities, 88% participated in day trips, 70% were involved in everyday gatherings, 67% went on long trips, and 61% made holiday treats [source: 2012 Summer Mind Modeling (US)].
Once your store is set up with the right promotions, your customers will come to your store for their summer snacking needs!