Traffic-Building Promotions Using Digital Scratch-Offs for Franchisees & Retailers.
By Dennis Romano, Envision
Traffic-building promotions:
1. Instant Win Incentives
- Concept: Customers receive a digital scratch-off card with a chance to win instantly.
- Prizes: Discounts (e.g., 10–50% off), free items, BOGO offers, or loyalty points.
- How to Participate: Scan the QR code in-store or on social media to play.
- Traffic Driver: Encourage in-store redemption within 48–72 hours to create a sense of urgency.
2. “Scratch & Win a Grand Prize” Campaign
- Concept: One or more “golden ticket” grand prizes hidden among many smaller prizes.
- Prizes: Grand prize (e.g., year of free product, tech gadget, $500 gift card) + minor prizes.
- Traffic Driver: To claim any prize, the winner must visit the store within a set timeframe.
3. Birthday Month Scratch-Off
- Concept: Subscribers/customers receive a scratch-off game during their birthday month.
- Prizes: Tiered discounts or freebies.
- Traffic Driver: A personalized, time-limited incentive encourages customers to visit the store.
4.“Bring a Friend” Bonus Play
- Concept: Customers earn an extra scratch card by referring a friend or bringing them to the location.
- Prizes: Include special “duo” rewards for friend groups.
- Traffic Driver: Encourages customers to bring others, increasing foot traffic.
5. Weekend Warriors Scratch-Off
- Concept: Scratch cards are only available on Fridays and Sundays.
- Prizes: Weekend-exclusive items or deeper discounts.
- Traffic Driver: Promotes weekend foot traffic, ideal for businesses with slow weekends.
6. Scratch-Off for Reviews
- Concept: Customers who show proof of a Google or Yelp review get a virtual scratch card.
- Prizes: Chance to win coupons, branded merchandise, or upgrades.
- Traffic Driver: Promotes store visits and boosts online reputation.
7. Holiday or Seasonal Campaigns
- Concept: Scratch games themed around holidays (Valentine’s, Halloween, Back-to-School).
- Prizes: Holiday-specific items or exclusive seasonal deals.
- Traffic Driver: Time-sensitive offers align with seasonal consumer behavior.
Traffic-Building Promo Calendar
| Month | Promotion Theme | Key Goal | |
| January | New Year, New Prizes | Drive Q1 traffic | |
| February | Valentine’s Scratch & Win | Promote couple’s deals | |
| March | Spring into Savings | Seasonal product push | |
| April | April Fool’s Mystery Wins | Drive fun foot traffic | |
| May | Mother’s Day Celebration | Engage families | |
| June | Summer Kickoff Rewards | Start summer rush | |
| July | Independence Day Scratcher | Capitalize on holiday footfall | |
| August | Back to School Boost | Target parents & students | |
| September | Fall Frenzy Giveaway | Re-engage post-summer | |
| October | Halloween Haunt & Win | Boost seasonal shopping | |
| November | Thanks & Win | Increase visits before holidays | |
| December | Holiday Scratch Spectacular | Year-end customer appreciation |
8. “Loyalty Ladder” Scratch-Off Series
- Concept: Multiple visits = multiple scratch cards; bigger prizes as customers “climb.”
- Prizes: Cumulative rewards like exclusive access, premium products, or more significant discounts.
- Traffic Driver: Encourages repeat visits over a short period.
9. Social Media Challenge + Scratch Game
- Concept: Post a photo at the franchise location, tag the brand, and get a digital scratch card link.
- Prizes: Free product, social shoutout, or influencer-style gift.
- Traffic Driver: Combines digital virality with physical traffic.
10. Neighborhood Exclusives
- Concept: Target scratch-off promotions to local ZIP codes or community groups.
- Prizes: Community-branded merchandise or exclusive local offers.
- Traffic Driver: Builds local loyalty and word-of-mouth in target neighborhoods.
Workflow Example 1: “Weekend Warriors” Campaign
Objective: Drive traffic on weekends with a limited-time digital scratch-off.
🛠 Setup Steps:
- Define Promo Window: Friday 12:01 AM to Sunday 11:59 PM.
- Build the Scratch-Off Game:
- Use Priiize to create 3–5 prize levels (e.g., a free drink, 10% off, buy one get one free).
- Set gameplays to auto-refresh weekly.
- Create QR Code & Link:
- Display in-store and on social media every Friday.
- Promote via:
- Instagram, Facebook, email list, and Google Posts.
- “Scratch This Weekend – Win Something Instantly!”
🎯 Execution:
- The customer scans the QR code or clicks to play.
- Wins prize and receives digital coupon.
- The player can redeem the digital coupon that weekend at the store.
🔁 Workflow Example: 2: “Bring a Friend Bonus” Campaign.
Objective: Drive new and repeat traffic through referrals.
🛠 Setup Steps:
- Create 2 Types of Cards:
- Main scratch-off for the initial player.
- Bonus scratch-off for referred friend.
- Game Mechanics:
- Referral form or “send to a friend” link via email/social.
- Friends must register & visit to receive their card.
- Promotion Tools:
- Use in-store signage and email to the current list.
- Paid social media ads with “Bring a Friend, Win Together!”
🎯 Execution:
- Player shares game link.
- A friend plays and comes into the store to redeem their points.
- Referrer gets a second chance to win.
🔁 Workflow Example 3: “Holiday Scratch Spectacular”
Objective: Maximize year-end traffic and goodwill.
🛠 Setup Steps:
- Holiday Branding:
- Use festive design and music on the scratch-off screen.
- Prize Tiers:
- Include higher-value items like a $100 gift card, branded merch, or a free month of service.
- Distribution:
- Offer at checkout, via email, on receipt, and on social media.
- Tie to holiday shopping (“Gift yourself a win!”).
🎯 Execution:
- Customers scratch and get an email with the prize.
- Optional: tie redemption to in-store photo/selfie for added reach.
PDF DOWNLOAD: Traffic-Building Promotions Using Digital Scratch-Offs for Franchisees & Retailers.
Digital Scratch-Offs
By EnvisionDR.com
