If you have already run a bingo promotion, you and your readers already know how much interest it generates with both readers and advertisers. But what about the non-newspaper reading public? How do you reach them and let them know what they’re missing – if they don’t read the paper to find out?
To spread the word, consider the how and when you advertise the game and distribute the bingo cards. If you are planning to blanket an area with free copies of the newspaper, advertise the promotion heavily for the duration of the free paper distribution and then insert the bingo cards at the end of the free copy period. Many readers will be incentivized to continue the subscription or purchase single copies in order to play for the chance of prizes. Combine your promotion with a special offer to subscribe and you have a winner
You might also consider mailing bingo cards via USPS to a particular zip code or zone to help target non-newspaper readers. When people get their bingo card in the mail and they see the great prizes you are offering, they will buy the paper to play! Of course, you still need to offer the daily number to walk-ins to keep the game on a “no purchase necessary” basis, but most people will invest the cost of a paper to play.
Another advantage of mailing bingo cards to a zone is that an advertiser who doesn’t want to invest in an area-wide ad might be much more interested in an ad that will go door-to-door in their own area. Joe’s Pizza Shop on the west side of town isn’t really looking for customers on the far east side. You can approach smaller advertisers with the prospect of an ad that will stay in front of readers for up to 12 weeks.
Using other media to advertise the bingo promotion will also reach those non-readers. Partnering with a radio or tv station or using social media or online ads will help spread the word.
Remember, playing bingo for prizes is a big draw for your paper; the challenge is getting that little light to shine!