| A free give away may appear like
great value to a consumer, but it is important that
it also adds value to your brand. For example, if
you give a free umbrella, this may seem like a great
deal, but if the umbrella is poorly made and breaks,
then the consumer may end up feeling that the shoddy
freebie is a reflection of your brand. We examine
the art of giving away something for nothing without
appearing cheap.
The fundamental principle of any sales promotion
activity is to acquire, retain or reactivate customers.
The question is how does one achieve this objective?
The art of an effective promotion / incentive is to
tap into the motivations of the consumer and create
a campaign with “talkability”. With any
promotion that offers an incentive or prize, the actual
prize on offer is critical to the overall success
of the campaign and to its level of “talkability”.
The reason for this is that it is this element that
is at the core of the consumer’s motivational
psyche i.e. is that prize on offer stimulating me
to buy that product or reach that sales target?
Consumer Promotions are not only about increasing
sales but they also act as a critical part of the
marketing strategy to develop brand awareness within
a specific channel whilst at the same time creating
an environment from which to educate existing and
potential customers about new products in the market.
Whatever the age / demographics of your target market
the prize has to be something that is inherently going
to be of interest to the intended recipient(s) otherwise
the motivational pull towards the brand / incentive
scheme will not exist, they won’t engage with
the product / scheme and ultimately the promotion
/ incentive won’t be a success.
Companies are gaining far more ROI by offering imaginative
and unique prizes, which because they are tailored,
allow the brand to extend its identity throughout
all the elements of the promotional campaign. It’s
this bespoke approach combined with creating “standout”
prizes within budget, which is paramount to the success
of a campaign.
The misconception is that you need to spend thousands
of pounds to create an imaginative prize, which creates
the necessary “ buzz”. This is simply
not the case, the challenge is to be creative and
remain true to the brand regardless of the budget.
Case Studies
Client: TalkSport
Prize: Signed Freddie Flintoff one
day international cricket shirt
Cost: £335
Client: Samsung
Prize: Tickets to a movie premiere
in Leicester Square
Cost: £495 per person this
also included a champagne limo tour of London and
a nights accommodation in a central London hotel.
Movie premiere packages can start from as little as
£150 per person.
These case studies demonstrate how you can tap into
the aspirations of a target market and provide unique
prizes at a cost, which is far lower than, the recipients
perceived value.
Unmissable
With a specific focus on travel, lifestyle experiences
and sporting & cultural events, Unmissable specialises
in creating and delivering bespoke solutions for consumer
promotions, staff / trade incentives and corporate
entertainment.
We work in partnership with some of the UK's leading
marketing consultancies, broadcast media companies
as well as leading blue chip brands.
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