How did the Play Your Part promo do in store?
At Leo’s Convenience in Grand Falls, NB, the Mars Play Your Part promotion just came to an end. Tania Bellefleur, the store’s manager, says she created in-store excitement around the promotion by engaging in conversation with customers, and ensuring the prepack was prominent and visible in store.
The prepack was placed next to the cash, and customers could purchase two participating chocolate bars for just $2.
Sales were high for the promotion, but as Bellefleur explains, customers weren’t as engaged in the online PIN entry as she would have hoped. Each participating product contained a PIN inside the wrapper, and for each PIN entered online at marsbar.ca, Mars would donate $5 to Habitat for Humanity (up to $100,000).
Click here to learn more about the promotion.
Despite the lower-than-anticipated consumer engagement from her customers, Bellefleur successfully drew attention to the promotion in three important ways:
- Promotional pricing. Bellefleur says the sales were high, most likely due to the two-for-$2 deal she had on the product.
- Prime real estate. Placing the prepack by the cash register will ensure it gets the attention of customers.
- Talk to customers. Explain the promotion to your customers, and encourage your regular customers to go online to enter after leaving your store.