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7 Ingredients of a Successful Premium Promotion
There are lots of factors that go into a successful
premium promotion, so many, in fact, that numerous books and articles
have been written on the subject. Our intent here is to note only
a few of the key ingredients as they relate to premium usage. "A
number of factors must be brought together to convert a good idea
into a great premium," notes Kevin Hess, National Sales Manager,
Milmour. The premium promotion must: |
- Link
the premium to the brand
- Promote
increased use of the brand
- Encourage new or more convenient uses for the brand
- Increase awareness of the brand
- Satisfy a consumer-defined need
- Register high on the cuteness/usefulnness quotient
- Reward
the consumer's loyalty
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Oh No, Not Another Newsletter!
But this one is different than almost
any other newsletter, in two ways. First, it is devoted
solely to conveying the latest information regarding promotions.
Second, it's brief, making it a quick and informative read
for busy executives. As one of the oldest and largest consumer
premium companies in America, we at Milmour find that there
are two types of marketing managers: Those who understand
and therefore utilize the power of consumer premium promotions,
and those who don't, usually thinking of premiums as "trinkets
and trash," or as "too expensive" to administer.
In this quarterly newsletter, you will find
summaries of recent trade articles relating to consumer
premiums. We will also provide case histories of the latest
consumer premium offers to help keep you abreast of trends
in the promotional arena involving consumer products.
One thind is certain; times are changing!
Consumer premiums will play an ever-increasing role in the
market mix of most of the major consumer goods companies
throughout the next five years. Therefore, we believe that
it is important to educate the marketplace on when, why,
and how consumer premiums can be used to achieve your most
pressing marketing challenges.
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Effective
Promotions
In today's retail environment, effective
promotion plays a major role in determining product performance.
Corporate giveaways first appeared in the late 19th century
when small-town newspapers and print shops printed local business
messages on anything and everything that would fit on their
flatbed presses. Now a $6 billion annual business, corporate
giveaways have grown 50% in the last five years. Today, premiums
are a stronger advertising medium than billboards, and approach
the impact on customer sales that magazine advertising has.
At Milmour we understand the impact premiums
can have on your business. In-pack, on-pack, near-pack,
and mail-in premiums have high visibility, spark consumer
interest, and give the consumer immediate gratification.
For nearly 40 years, Milmour has developed, designed, and
manufactured custom plastic premiums for hundreds of companies.
From memo holders and measuring spoons to toothbrush covers
and bag clips, Milmour offers targeted premium products
to motivate today's educated consumer.
Because of our expertise in premium promotions,
we at Milmour are proud to offer our customers professional
assistance in premium promotions right from the start. Our
total service approach to promotion puts our experience
to work for you. From designing the right premium, to assuring
compliance with all requirements and regulations, to guaranteed
on-time delivery, Milmour will meet your objectives, your
budget and your schedule...every time.
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Vol 1 No1 (page
1)
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