Good "Form" - Part 2
I was aware that a well-known cosmetic manufacturer
had organised a free prize draw to win a fantastic holiday
to Brazil in a promotion which featured a new movie
I ventured into a well-known high street store to check
out their cosmetic display stand. No entry forms.
there was a small compartment in the stand which held
some leaflets. Whilst taking one out the whole lot tipped
over and an assistant immediately rushed to my aid to
help me put them back and enquire what I was looking
for. I mentioned the competition.
I know the one you mean', she beamed at me.
good, I thought. `Have you got an entry form I could
she continued, `I've put them to throw out'.
out?' I queried in sheer amazement, `but it doesn't
close for another six weeks.'
it does' she said, `it closed last week'.
asked if she had a form.
I put them in the back office' she said. `No, wait a
minute, they may be in this drawer.' And reaching into
the drawer under the cosmetic stands he whipped out
a whole pile of entry forms.
she said, pointing to last week's date.
that's the date the film comes out on release', I said,
`look here's the closing date - at the end of next month'.
you going to put them back on display then?' I quizzed.
she responded, `there's no room. I had put them in there',
she pointed at the slot which housed the forms I'd almost
tipped on the floor, `but when the manufacturer sent
this new promotion', which incidentally wasn't a competition,
`I had nowhere to put the Brazil entry forms', she explained.
you put them at the end of the check out?' I queried. `No. That's where we put all the nappy promotions'.
I pursued this line of reasoning, `how about on the
end of that counter there'.
room', she said.
what' I asked, thinking this was getting us nowhere,
`are you going to do with that pile of entry forms?'
the drawer she said, `I'll leave them here for a while,
then throw them away'.
her I belonged to a competition club and could pass
those entry forms onto people who'd love to enter, I
asked if they were destined for the waste bin, could
I take them.
course', she replied.
the drawer, she handed me the lot.
You'll be pleased to know they didn't go to waste
and were subsequently distributed to eager compers.
let's look at this through the eyes of a promoter. They
have taken the time and effort to design the entry form,
have it printed and distributed to stores, to place
in the compartment on their cosmetic stand for customers
to take one and enter. Now if you can't see the forms,
how can you enter?
a competition or promotion as they are referred to,
is another form of advertising. It may be that the promoter
wants you to buy and try their product, so they offer
the chance to win a fabulous prize in their tiebreaker
slogan competition. In the UK the Law states that if
a purchase is required to enter a contest, it must be
one where winning depends on your skill, as in a tiebreaker
perhaps, as appears to be in this instance as it was
a free prize draw to win a holiday in Brazil, they simply
draw your attention to a new film at the cinema, and
a new colour in their cosmetic range. Entering the prize
draw, you're also reading about their product.
know how many entry forms are distributed and may take
into account a variety of reasons for low redemption
figures. Yet I wonder if they count `no one entered
because the forms weren't available' as one of the reasons.
had this competition had one major prize and a runner-up
prize in every store, what the local result would have
prizes for guessing.
visiting another city, I spotted an entry form to win
a hi-fi system in a
`one prize in every store' contest.
Enquiring at my local branch, I was told they'd
not heard about it. Asking every day at the customer
care department eventually resulted in forms appearing
- wait for it - on the last date of the promotion.
I wonder if it was `luck of the draw' that my
entry was picked. Or may be I was the only entrant from
my store! Makes
you wonder doesn't it?
Copyright 2002 Lynne Suzanne www.win-with-lynne.co.uk
About the author
Lynne Suzanne is a freelance writer, consultant and
speaker. She has written four books on winning prize
competitions and slogan writing and presents Win With
Lynne Roadshows and marketing seminars.
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