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Cheerios Uses Premium to Extend Product Usage
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Achieving Your Objectives
Through In-Store Premium Promotions.
Package-related premiums surround us.
From the famous Cracker Jacks premium program to today's
premiums found in cereal boxes and household products, these
tangible offers build brand awareness and promote sales
by providing product differentiation at the critical point
of sale. Marketing professionals understand the power these
added value offers, and so do consumers. According to the
Promotion Marketing Association's annual State of the Industry
Report, use of consumer premiums grew 8.3 percent during
the past year. Why? Because marketers are discovering they
can build market share by adding value at the point-of-sale
with an appealing offer that can tip the balance toward
increased market share.
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Package-related premiums
surround us.
From the famous Cracker Jacks premium
program to today's premiums found in cereal boxes and household
products, these tangible offers build brand awareness and
promote sales by providing product differentiation at the
critical point of sale. Marketing professionals understand
the power these added value offers, and so do consumers.
According to the Promotion Marketing Association's annual
State of the Industry Report, use of consumer premiums grew
8.3 percent during the past year. Why? Because marketers
are discovering they can build market share by adding value
at the point-of-sale with an appealing offer that can tip
the balance toward increased market share.
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Four Keys To A Successful
In-Store, Premium-based Promotion
By Kevin Hess, President, Milmour, Inc.
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Build the premium around
the promotion, not vice versa!
- Too often, premium promotions are
developed around a clever premium product or a hot licensed
property that someone fell in love with. Premium-based
promotions are not about the premium; they are about achieving
a specific promotional objective for the brand.
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Determine the best delivery vehicle.
The following are just a few of the possibilities:
- Consider an
in-pack premium if you are looking to add value to your
brand without changing your case packs, shelf facings,
or distribution systems.
- Consider an on-pack
premium when you want to differentiate yourself from the
competition on the shelf.
- Consider a display-pack/near-pack
premium offer to encourage incremental and impulse sales
in-store.
- Consider a free
or self-liquidating in-the-mail premium (requiring multiple
proofs-of-purchase) if you want to promote brand loyalty
and repeat purchases.
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Determine the perfect premium item
for your promotion.
- Having clearly identified your
objectives and the delivery vehicle, now, and only now,
are you ready to start thinking about which premium item
to use.
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Work with a full-service specialist in
premium-based promotions.
- In-pack, on-pack, near-pack, and
mail-in premium offers often require the use of several
vendors to help you plan your promotion, develop the premium
item, and work through logistical issues. By minimizing
the number of vendors and working with those experienced
in all phases of these promotions, your odds of success
will increase.
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8131 Monticello, Skokie, IL 60076
F 847.676.0193 • e-mail:lgreenberg@milmour.com • www.milmour.com
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