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Center on Your brand or Product
Really effective promotions are directly
connected to the brand or product, not just an add-on with
a vague or nonexistent connection. There are some simple
ways to make this all-important connection.
When planning a premium promotion, it is important
to analyze how the brand is being used. Then we need to
turn to new ways to put a spin on this use and to expand
and deepen it.
Clever, instantly recognizable tie-ins are
essential. We don't want the consumer to wonder, "Why
are they offering this thing? What's it got to do with the
product?"
Milmour has honed its experience into expertise
in helping marketers develop imaginative tie-ins that move
branded products off the shelf.
When a major cheese food manufacturer needed
to create some excitement around its leading brand to counter
price competition from house brands, Milmour developed a
brightly colored recipe box that looked just like the product's
package. Available in-the-mail through an order form on
the package, the premium was available with several recipe
cards provided by the cheese-maker.
Consumers saw that the cheese-maker understood
their pressing lifestyles. Busy cooks need fast and convenient
meal ideas, new ways to please hungry families with nutritious
meals.
Consumers appreciated the recipe holder with
the cards and responded by buying more product, since they
were cooking with cheese more often.
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