MARTIN'S MOWER EVENT REAPS SALES

RICHARD TURCSIK

SOUTH BEND, Ind. -- Martin's Super Markets here used a lawn mower giveaway promotion to rake in shoppers and build its sales of Glad products.

The retailer ran a sweepstakes recently that awarded one Weedeater lawn mower with a Briggs & Straton engine, valued at more than $200, at each of its 13 stores. The event was cosponsored by Martin's and First Brands, the Danbury, Conn.-based manufacturer of Glad products.

John Boisell, vice president of advertising, merchandising and marketing at Martin's, told SN that while the chain frequently runs giveaway promotions, this was its first promotion tied in with Glad. He said the idea for the promotion was developed by Glad's local food broker.

"We received hundreds and hundreds and hundreds of entries. The promotion went over very well and we sold a lot of bags," he said, noting that the only way Martin's shoppers could enter was to clip an official entry blank from the chain's weekly circular.

During the promotion a 10-count box of 39-gallon Glad lawn bags was on sale for 99 cents, a savings of $1.80. Shoppers had to use an in-store coupon and spend an additional $5 to receive the discount.

"In some of our larger stores we had a big display that included the lawn mowers. We also had some very hot prices on lawn and leaf bags, which were displayed on endcaps at the front of the store.

"The event broke right after Easter and ran for four weeks until May 15, which is right up to the time when most people start getting their grass cut," Boisell said.

"This is the first time we've given lawn mowers away, and the first time where one of our giveaway promotions was tied into a specific product," he said.

Boisell added that Martin's is currently involved in a 13-week summer sweepstakes that will award a 1995 Le Baron convertible and scores of other summer prizes and trips, including sail boats and cruises on the Big Red Boat to Walt Disney World.