Where Heroes Win! Exchange Shoppers Score More Than $1.1 Million in Prizes in 2020
Though the COVID-19 pandemic forced the cancellation of many in-store events last year, the Exchange hosted more than 150 sweepstakes to award more than $1.1 million in prizes to the military community. Many of these prizes were presented to the winners at their local PXs and BXs.
Subway’s Sip. Rip. Ultimate Trip Sweepstakes for the Exchange’s 125th anniversary accounted for nearly $700,000 in prizes alone. Other major 2020 sweepstakes included the MILITARY STAR® card’s annual Your Holiday Bill Is on Us sweepstakes, the You Made the Grade program celebrating military kids’ academic excellence and the popular Free Friday weekly promotion at Facebook.com/shopmyexchange.
Staff Sgt. Frank Sanchez holds his symbolic Exchange gift card at the Fort Sill Main Exchange food court. Lori Allen, Exchange food court manager, Subway manager Cynthia Curtis and Fort Sill Exchange General Manager Don Walter Jr. are also pictured. (Photo courtesy of the Fort Sill Tribune)
For Exchange stores, it often feels like a win for associates too.
“For associates, it really is family serving family. Because of all of the Exchange’s community touchpoints, associates often know someone who knows someone who knows the winner,” said Don Walter Jr., who was general manager at Fort Sill in 2020, when the installation had two $10,000 shopping spree winners. “That’s true for the wider community too. The garrison commander told me when we had these presentations how proud he was that the Exchange was so involved with the community.”
The special bond associates feel with their shoppers is mutual.
“We could shop somewhere else, but we know all that the Exchange does for families, the community and Warfighters downrange,” said retired Air Force Senior Master Sgt. Douglas Mills, a grand-prize winner in the MILITARY STAR holiday sweepstakes, who won a $2,500 statement credit last year in a presentation at the Luke Air Force BX. “I deployed numerous, numerous times. I [served] for 28 years, and the Exchange was always there with us.”
No matter the size of the prize, stores can make an award presentation a special celebration while following the Department of Defense health and safety guidelines to prevent the spread of COVID-19. Some best practices for making the occasion festive include:
- Talk to your winner. Before planning the presentation, speak with the guests of honor to ensure they are comfortable with a public event and having their names and images posted on social media. All winners should sign a photo release form.
The Fort Sill Exchange congratulated Shala Morita (third from left) for winning a $10,000 shopping spree in the Exchange’s Subway Sip. Rip. Ultimate Trip Sweepstakes. Morita, a teacher in Lawton, Okla., was recognized Dec. 5. Pictured from left are Fort Sill Exchange Assistant Store Manager Amanda Frickie, Exchange Concept Manager Laqunita Sheets, Morita and Exchange Food Court Manager Lori Allen.
- Catch your audience’s eye. Good visuals are important in telling the Exchange story. Visual merchandisers can reach out to the directorate hosting the contest for help in creating graphics, such as a backdrop for the presentation or a mock check or gift card, if applicable.
- Make it fun! Party supplies can bring the celebration to life. Balloons or a balloon arch, noisemakers and confetti cannons make for great pictures and a festive atmosphere.
- Spread the word. Connect with HQ Public Affairs to coordinate with your installation Public Affairs Office and invite local media to cover the event.
- Be safe. Following DoD guidelines on social distancing and gatherings, have your associates on hand to celebrate and congratulate the winner.
- Share the excitement! Host a Facebook Live to share the event as it happens. Post photos after the event on your local social media channels.
“Getting the word out lets the community be involved in the win,” Walter said. “The community gets excited. These are not just some winners at an installation somewhere—these are our winners.”
