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Marketing Magic: Beach Chair Giveaway

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This New York shop owner makes a splash with a hot raffle idea.

Summer is never a bummer at Stack’s Auto Service & Tires. To build brand awareness and bring customers through his doors, Tom Cummings holds drawings for seasonal gear at his North Babylon, New York, repair facility—and he’s seen radiant results.

Promotion
Beach Chair Set Giveaway

Shop owner Tom Cummings

Photo courtesy Stack’s Auto Service & Tires

Tom Cummings, owner of Stack’s Auto Service & Tires in North Babylon, New York.

Plan
First-time customers and those who spend more than $300 on an invoice automatically get entered into the raffle. “We take the repair order number and throw it into the bin,” says Cummings, believing his method adds a layer of transparency to his contest. The promotion runs for about two months before he draws a winner.

People
While anyone is likely to get excited over free seats, Cummings focuses on bringing in those buyers procrastinating on their vehicle’s service. “If someone who’s been putting off a repair for a while sees we’re doing a raffle, he or she will likely bring his or her car in for the job and enter,” he says. “It works very well.” In fact, Cummings estimates approximately 200 to 300 people participate during his seasonal giveaways.

Price
For both beach chairs and a bottle of wine, the promotion totaled $300. However, Cummings purchased the furniture using his credit card’s reward points, saving $240. “It doesn’t really cost me much,” he says.

Stack's Auto crew and beach chair winner

Photo courtesy Stack’s Auto Service & Tires

Cummings’ crew presents the lucky winner with her summertime swag.

Payoff
Patrons tend to purchase more during the raffle season. “If a customer came in and his or her normal spending habits were $400, we were able to get an extra $100 or $200 out of the [order],” Cummings says. What’s more, it helps produce positive PR for the operation. “When I do giveaways, I get a lot of feedback,” he adds. “People come in while I have the beach chairs inside the office, and they’ll say, ‘Oh, I saw those on Facebook!'”

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