Go to the sweepstakes' landing page and Enter to Win >>
Summer is a time for relaxing with friends, watching baseball, and grilling up delicious meat creations. This is exactly what Weber had in mind when they decided to launch their 2014 “Grill with the Greatest” sweepstakes. Weber is out to win the hearts of all baseball-loving meat-eaters by teaming Hall of Famer Ozzie Smith with Weber Grilling Master Kevin Kolman and a trip to the World Series. For one lucky winner and three guests, Weber will be providing tickets to one World Series game, flight, hotel, and other accommodations. Sweepstake entries will be accepted from February until September of 2014.
Understanding your target market
You must understand your market as well as you understand your product. If you don’t grasp why and how consumers will use your product then you will struggle marketing it. Weber knows who their consumers are and when and where they use their products. They know that the best way to earn profits is by targeting heavy users. They want people who enjoy grilling multiple times per week, enjoy being outside, and relish at the thought of hosting get-togethers. Weber understands its consumers and found a create a way to reach them in an effective manner. Baseball and BBQ.
How to attract consumers
By understanding your target market and their psychographics (lifestyle), you will learn how to build excitement around your product and drive sales. Weber is launching their campaign by placing FSIs (Free Standing Inserts) in publications all across America. They will be complementing these advertisements with in-store, point of sale promotions. Each marketing piece is designed with a unified look and feel. The imagery portrays Ozzie Smith and Kevin Kolman enjoying a beautiful day by the grill. Ozzie is dressed in baseball attire and Kevin is donning his grilling uniform. The summertime vibe and baseball focus gives a clear image of who this campaign was built to attract.
In order to collect all the necessary information for the sweepstakes, Weber commissioned DWebware to design and develop a landing page - weberseasonings.com/greats. Weber’s marketing materials aim to increase trial by offering coupons and garner entries by directing consumers to the sweepstake’s landing page. Participants are allowed to enter the sweepstakes once per day. By encouraging multiple entries per person, Weber is compelling its consumers to continually interact with the brand and its full line of sauces and seasonings throughout the grilling season.
The main objective for Weber is to increase trial of its line of sauce and seasoning products. They plan to achieve the objective by offering coupons for products along with a once-in-a-lifetime opportunity. There is a clear vision for what Weber wants to achieve and how they plan to achieve it. A well thought-out strategy and a willingness to follow through can go a long way. You can do the same.
In order to excite your current and/or potential customers, you must offer a great product. In order to get them to try your product, you may have to entice them with a compelling promotion. You don’t have to be as powerful as Weber to put on an exciting giveaway. You just need to know what your consumers like, and offer it to them. You don’t have to send anyone to the World Series (although that is an amazing prize), it can be as simple as offering free consultation or a free product to the winner. Be creative, but make sure your customers actually care about the prize. If they don’t, the sweepstakes could prove to be ineffective. Do your homework and learn about your market. You won’t regret it.