Picked this up today via MailChimp: Two researchers worked with an online grocer and found that a surprise gift certificate or coupon (an "unanticipated small windfall") caused people to buy stuff they wouldn't buy otherwise. The kicker? They wind up spending more than normal.
MotorsportReg.com's Discount Code system is the perfect way to take advantage of this behavior.
Our discount code system allows you to create arbitrary codes (like "FALL07" or "RACERSPCL") with either an absolute dollar amount or a percentage-based discount. You can narrow down the use to a single event and control how many times someone can redeem the code and how many are available along with some minimum and maximum dollar controls. You can find it under "Club Profile" from your Dashboard.
Combined with our email blaster, you can create marketing pressure and incentivize people to sign up through one of these small windfalls. You might consider upselling your attendees on "extras" like t-shirts or dinners. Experiment with your holiday parties or driving events and let us know what happens!
You can read the full research paper here.