2012 is set to be a patriotic year for us Brits, what with the Olympic Games, the Diamond Jubilee and Euro 2012 all eyes will undoubtedly be on the action as it unfolds. No doubt your focus is already on promotional activity for the year ahead so what do you need to be thinking about to ensure your brand isn’t left behind, and more importantly, to ensure your promotion is impactful and successful?
Think about what you want to achieve
Don’t be tempted to jump on the back of another idea you’ve seen simply because it appeals to you or it has a Great British theme. What is your key goal? Consider the timings involved, the audience you’d like to target, and the way in which you will communicate to that audience. Careful planning early on will pay dividends later as a badly executed promotion which performs poorly is talked about a lot more than a successful one, for all the wrong reasons.
Give people what they want
It’s a year of celebration, we’re even being granted an extra day’s holiday to party, so why not help the nation celebrate by incorporating a prize in your promotional activity. Garden parties, hampers of fine British foods, a dinner party with a personal chef, a Royal makeover, or a brand new state of the art large screen TV with surround sound, would all help make 2012 a year for anyone to remember. There’s nothing like your brand leaving your customers with a lovely warm feeling!
Consider the legalities
Don’t fall into the trap of plastering the Olympics logo all over your POS just to grab consumers’ attention! Think carefully about what you’d like to communicate and seek advice from an expert who’s already done the ground work for you. There are very strict guidelines in the promotional world as far as the Olympics and Euro 2012 are concerned so tread carefully.
What about the nitty gritty?
Have you got your terms and conditions covered off? Who’s going to draw the winners? It is vital that you have coherent and legal terms for your prize promotion as these protect all parties concerned. Also it is a requirement that an independent judge draws any winners. Don’t be tempted to save costs by cutting corners where this side of things is concerned, if you don’t have the experience or capability in house then speak to someone who can arrange this service for you. The cost of not doing this could be considerably greater!
Great British Prize Ideas
- Celebrate the Queen’s Jubilee in style with a vintage tea party in your home with everything supplied from beautiful crockery to cucumber sandwiches
- Learn the sport of kings with a private polo lesson & hotel stay in the Surrey countryside
- Live like an athlete for a year including a sports massage one month, session with a nutritionist next month, etc
- Take a Great British road trip in a retro camper van
- Win a full footy kit for your Saturday team
Hope this helps and inspires. Wishing you the best of British!