The consumer promotion allows customers who purchase a Dora wedding ring to go into the draw for a $500 monthly gift voucher and a $7,000 European honeymoon.
Chris Scanlan, marketing manager at RJ Scanlan & Co, the local distributor for Dora, explained that the idea for the promotion had stemmed from the business’ previous success with retailer incentives.
“We had organised retailer incentives [campaigns] before that had proven to generate sales,” he said. “This time, we thought we’d do a promotion that involved the consumer as well, now that Dora is a consolidated brand and consumers are more aware of it.”
Scanlan explained that while the main prize goes to the consumer, the promotion offered both direct and indirect prizes for retailers as well.
“The retailer gets a lot of good PR from having potentially supplied a honeymoon to their customer, and there are also prizes for the retailer that sells the winning ring,” he said. These prizes included $1,000 cash for the salesperson that sold the ring to the winning consumer and $2,000 store credit for the business.
While retailers were supplied with point-of-sale material to promote the competition in-store, consumers were required to register via the Dora Australia Facebook page – an avenue that Scanlan said had been pivotal in generating awareness of the promotion while also allowing for further consumer engagement.
“We’ve done considerable advertising on Facebook for this promotion and it’s been quite good. We’ve been very happy with it,” he said.
Importantly, Scanlan said there had been a lot of activity in relation to people sharing Dora’s posts with their friends and other relevant people, increasing exposure for the brand.
“We’ve also generated lots of ‘likes’, even though it’s not a prerequisite for entering the competition,” he stated.
Scanlan added that retailers had reported a similarly positive response to the promotion from in-store consumers.
The five-month marketing campaign and consumer competition began on 1 September and two monthly winners have already been drawn.
The promotion will conclude on Valentine’s Day with the main prize winner and winning store to be drawn on 14 February 2015.