Tokmanni spends hundreds of thousands of euros a year on car raffles

In the next few days, one lucky resident of Kajaani will receive a phone call, during which Ääri repeats that it is not a scam.

“Yes, yes, you will get the car”, Äärin has to assure the respondent.

Ääri makes such calls many times a year, because the man’s employer, Tokmanni, annually raffles three to five cars to customers. The cars are worth 25,000–30,000 euros.

Like this this marketing, according to Äär, is nowadays when you have to stand out. It’s hard to get people’s attention with basic tricks.

Tokmanni has been raffling off cars since 2017. This year, for example, Kia Stonic models have been raffled off.

Another example is Tokmanni’s advertising leaflet, which according to Äär, the company still sends out.

“We’re not anti-digital, but if you get 15 minutes alone at the kitchen table with the customer, that’s pretty valuable.”

The company has a tradition of doing things its own way. Stockmann sued Tokmann in the 1990s over the name, which reportedly resembled Stockmann too much.

The then owner of Tokmanni Kösti Kakkonen replied that the difference is clear: Tokmanni’s etymology refers to Swedish, where the words tok mixed man can be interpreted to mean a mad man.

Stockmann’s demands to change the name were rejected.

Are says the sweepstakes are wildly popular. At least a hundred thousand people always participate in them.

You can only participate in the raffle from the Tokmanni application, which, according to Äär, has been downloaded by about one million Finns.

“If we compare it to some green or orange customer cards, we want to reward our members right away.”

Hundreds of thousands of euros go into cars every year. The price is increased by the fact that Tokmanni also pays the taxes on behalf of the customer.

“It costs euros, but marketing is expensive. We can stand out when no one else is doing this.”

The Finnish Competition and Consumer Authority (KKV) expert Venla Happonen says that it is possible to answer on a general level what price raffle prizes companies can give to customers.

There is no upper limit in euros.

Instead, KKV can evaluate the acceptability of raffles by, for example, whether they try to inappropriately influence the consumer’s purchase decision.

How much is the raffle marketed, and not the commodity to be bought? What is the size of the prizes, how likely is it to win them?

“These factors can lead to the consumer making a purchase decision that he would not have made without the hopes of winning the lottery.”

Tokmanni cars are always handed over in the parking lot of the store where the customer frequents the most. According to Veli-Pekka Äär, they are great opportunities.

We shake hands and welcome the person on his way.

He can go to a car dealership to sell a car. Tokmanni can’t control what a person does with his prize.

“Of course, we hope that the car will be used, but he can do what he wants.”