This New York shop owner makes a splash with a hot raffle idea.
By Domenic Olmeda
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.
Beach Chair Set Giveaway
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.
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.
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.
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!'”