 |
Did You Know?
Consumer premiums offered at
point-of-sale (in-pack, on-pack, near-pack promotions) can: |
- Increase brand visibility and customer awareness
- Create enthusiasm for the brand at retailer
level
- Promote new brand trial
- Encourage new or additional uses for the brand
- Support brand repositioning
- Revitalize mature brands
- Promote multiple purchases of brand
- Make your brand more user-friendly
- Reward customer loyalty
|
| |
| |
|
 |
|
The best time to influence sales is at point-of-sale
|
|
Milmour Shovels Value Into "Skippy®
Dippin' " Promo
To promote a family-sized (48oz.) container
of Skippy peanut butter, CPC International called on Milmour.
Their Skippy Dippin' promotion featured Skippy peanut butter
in a children's sand pail with a sand shovel attached. CPC
had no problem locating a stock pail, which they decorated
with a whimsical "peanuts-at-the-beach" scene.
The shovel, on the other hand, was a bit more challenging.
The plastic sand shovel had to be functional,
child safe, carry the Skippy logo, and fit snugly against
the pail so the shrink-wrapped combo would fit into their
existing point-of-purchase display.
Despite their best efforts, CPC could not
locate an existing toy shovel that would fit properly onto
their package or meet their piece part budget. With lead
time disappearing fast, CPC called Milmour. To our client's
pleasant surprise, Milmour was able to custom design and
manufacture a toy shovel that achieved all of their promotional
and packaging objectives at a lower cost than any stock
shovel.
Milmour helped CPC produce the winning campaign
that got consumers excited about the brand, proving once
again that targeted premiums offered at the point-of-sale
can help drive successful consumer promotions.
|
|
Premiums
Deserve Marketers' Respect
A study in Promo magazine (January
1996) examined consumer shopping behavior and found that in
attracting attention, end-aisle displays were named by 69%
of shoppers as "frequently catching their attention."
This technique beat out store circular coupons, which were
mentioned by 65%, with other types of in-store coupons scoring
54% and 46%. What the article does not mention, though, is
that end-aisle displays often feature on-pack, in-pack, and
near-pack premiums, which attract the shopper's attention.
The study found that "the most desirable
promotions are those that provide something for nothing
and require the least amount of effort to respond."
These include on-pack offers (87%), bonus packs (79%), and
free samples (77%).
The study concluded that "the key to
in-store success is the art and science of creating the
right combination of promotion techniques," and the
best time to influence consumers is at the point-of-sale.
Brand-focused premiums positively impact the consumer's
purchasing decisions.
Back to
Top
|
|
| Vol2
No2 (page 2) |
|
|
|
|
|
