| Justine Clement, managing
director at Unmissable, says proper handling and fulfilment
are key to successful travel-related promotions.
Handling and fulfilment may be the final stage of
an actual promotional campaign, but they need to be
taken into consideration at the planning stage, just
like any other element.
It does not matter how much time, effort and money
goes into the ideas, the creative concepts and the
mechanics, if the fulfilment side is not considered
from the outset, there is a high risk of the promotion
failing and damaging the brand’s reputation.
Handling and fulfilment are hugely complex, which
is why this area is usually outsourced to the specialists.
But outsourcing to a specialist does not mean a brand
is free from any responsibility for problems that
may occur. Consumers often associate promotions with
the brand, not with an outsourced handling house so
it is therefore the brand’s reputation on the
line.
For example, when E&J Gallo ran a promotion offering
customers a free flight to the USA if they bought
a case of wine, it was unfortunate that the agency
responsible for administering and fulfilling the promotion
was not advised of planned price promotions by retailers.
These led to an overwhelming response to the free
flight promotion and a number of complaints to the
Advertising Standards Authority from unhappy customers.
This kind of problem can be avoided if handling and
fulfilment companies are involved at the strategic
planning stage. Their input is vital; they have the
expertise and experience to foresee potential problems
or hidden costs that the creative or mechanics may
create during the fulfilment. It is also vital to
ensure there are excellent channels of communications
between all the parties involved.
To cite another example: a terms and conditions oversight
on a Daily Express free cruise promotion meant consumers
did not have to make any financial commitment towards
the offer and again demand outstripped supply.
Handling and fulfilment is not all about dispatching
thousands of items of goods from large warehouses.
A large percentage of promotions, particularly travel
ones, involve far fewer but much higher value prizes
– and these require a more personal level of
fulfilment service, where winners are dealt with on
a one to one basis by handlers who have an excellent
knowledge of the promotion.
Do make sure your winners will be provided with a
dedicated person who is fully qualified, has solid
travel experience and who will hand-hold the winners
throughout the entire booking process.
Recently Unmissable was asked to handle Tropicana’s
‘Win One Every 24 Hours’ promotion, where
30 lucky winners were offered a choice of 16 boutique
European weekend breaks. Each winner had a dedicated
and experienced travel counsellor to explain the options,
discuss the whole process and make all the arrangements
on their behalf.
The handling and fulfilment house also needs to understand
the peculiarities of travel promotions. For example,
where travel packages are involved, there is a need
to ensure that the chosen travel company is ATOL bonded,
which guarantees protection in the event of an airline
going bust. And, of course, in uncertain economic
times, someone needs to be able to also check that
there are no hidden costs such as fuel surcharges.
Get the handling and fulfilment right and you are
on schedule to ensure a positive brand experience
from start to finish, which is after all, the ultimate
goal.
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