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IN SEASON – WINTER WARMERS ’Tis the season for pleasin’ The temperature is dropping, but that doesn’t mean your sales have to. By Hailey Settineri. F or most of my life, I’ve associated three things with convenience stores: fuel, frozen treats, and cold beverages. While my horizons have broadened and I now know there’s practically nothing that can’t be found at a convenience store, I can’t shake the association of P&C and warm weather. I decided to speak with a supplier and a retailer that know how to make the most of the shorter days that winter brings. Winter promotions Promotions and marketing are extremely important to seasonal products, says CTC Australia Marketing Manager Bernard Fauvette. They help build excitement leading up to the season to ensure greater returns. They also contribute to driving sales all year round, helping to minimise the drop-off after peak season. CTC Australia’s most successful winter promotion was for the heritage eucalyptus drop brand Aussie Drop. The promotion was called #TravellngWithAussieDrops. “Our first prize was a Queensland holiday but, surprisingly, the winter apparel generated greater interest,” Mr Fauvette said. “The promotion required participants to photograph themselves travelling on location with an Aussie Drops product. We’re still receiving photos for this campaign, even though it was last run three years ago.” with a selected quantity of free hand warmers and a display stand full of Aussie Drops confectionery. When customers buy a certain amount of Aussie Drops confectionery, they can claim a free Aussie Drops branded hand warmer. Mr Fauvette says the promotion will be supported with in-store displays and signage, social media ads and, potentially, trade advertising. Servicing the Snowies Cooma is the largest town in the alpine region of southern NSW. In addition to being a tourist destination itself, the town is also known as the gateway to the Snowy Mountains, with popular snowfields a convenient 70-95 minutes’ drive away. Kelly Lester owns and operates Region Service Station in Cooma under the Shell banner. She says most people would assume the site is busy only in winter at the time of the ski season (which normally runs from the June long weekend until the October long weekend). But the popularity of outdoor activities in the area keeps the business 26 CONVENIENCE WORLD MAY/JUN, 2021 This winter, CTC Australia will be running the Aussie Drops hand warmer giveaway promotion. Participating independent retailers will be supplied