WOBURN, Mass. – Marketing and promotions help drive business. That’s the message Spring Air International’s president is sharing with the company’s retail partners.
Leading up the Winter Las Vegas Market the company mailed out 6,000 invitations to U.S. retailers touting cash prizes, floor samples and a Tesla. The result? Spring Air’s retail showroom visits nearly doubled during market.
“Essentially, every ticket was a winner, but you had to come to the showroom to claim the prize, just like consumers do in retail stores when retailers are running promotions to drive door swings,” said Nick Bates, president of Spring Air. “In creating the promotion, we set out to drive more traffic into our space, and the results more than exceeded our expectations. Beyond this, our goal was to generate excitement and interest among our dealers about running similar promotions to drive traffic into their stores. We accomplished that, too.”
Of the retailers in the Spring Air showroom, Bates said one-fourth of them were first-time visitors.
Recipients were required to bring the invitation that featured a number and a key to the showroom to validate the entry and to see if they had won. The Tesla went unclaimed, but some retailers took home cash prizes ranging from $100 to $1,000, as well as Spring Air floor samples.
Retailers are saying they need more consumers in their stores; however, consumer demand is waning. The company is working with retailers to implement similar consumer-facing promotions, with plans to include geo-targeting and geo-fencing to help them connect with consumers in their markets.
“An effective campaign doesn’t require giving away a car; it can be as simple as mailing consumers a chance to win a home makeover,” Bates said. “And just as every single mailer we sent to dealers prior to the Las Vegas Market was good for free floor samples if they came in with their game piece, every game piece sent to consumers can include gift cards good for $5 to $25 in the store. It will be up to the dealer if they would like to increase the amounts.”
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