In Business Everyone Wins With Scratch Cards

In Business Everyone Wins With Scratch Cards

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Expert Author Susan Leigh
Most people find scratch cards irresistible. Some people will actually pay money for them in the hope of winning a good prize. Often they are given out by businesses as a way of promoting or advertising a campaign or some particular aspect of the business. Scratch cards, depending on how they are used, can make everyone feel like a winner. Let us look at ways to really make them work for you and your business.
As a business coach I advise my clients to pretend to be their own customer at times. How would you feel about this promotion as the man in the street? People are not stupid. They know that there is no such thing as a free lunch, but so long as the promotion appears honest and fair most people will go along with it in a good humoured way.
When deciding to use scratch cards consider first of all what your desired outcome or goal is from the promotion. Is it primarily about attracting new customers or is it trying to motivate existing clients. Is its aim to launch a new product or service, or is it about trying to re-brand or repackage an existing product.
What are the prizes, what is there to win with this campaign? Any campaign is about trying to sell more product so it is important to use these cards as effectively another way of giving money off vouchers. That is the bottom line of these cards, so decide how to best promote this goal. Choices of prizes can include vouchers which give three items for the price of two, or money off tickets on certain days or at certain times, free drinks with a meal, cheapest product of three is free, and so on. Use this as an opportunity to spotlight something that you particularly want to sell.
Sometimes extra special prizes may be included as an added inducement. These are often products or services rather than actual cash prizes, as again, the ultimate aim is to encourage people into the 'shop' where they can look around and become more acquainted with the range of what you have available to sell. Hopefully a person will treat their prize as money off a bigger bill rather than an end result in itself.
Will there be losers? Some scratch cards may have times where some people do not win. Others may have everyone getting some benefit, even if it is only a small discount off their next purchase. It is a way of giving a consolation prize, but using it as a money off voucher to encourage sales.
The real decision behind running a scratch card promotion is to spotlight an aspect of the business, to really draw attention to an area or theme that is important and valuable enough to warrant a campaign. Having a common theme for the whole promotion is important, to it link it with other promotional literature so that the purpose of the campaign is clear and recognisable. So launching a new set of treatments in a beauty salon, or introducing a new menu in a restaurant, or going green in your business, may all be viable themes for a special launch using scratch cards, posters, flyers.

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