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Who is doing premium based consumer promotions?
Cutting edge packaged goods marketers of all types and sizes understand
the power of premium-based, consumer promotions that are offered
at point-of-sale. Jell-O, Pillsbury, General Mills, Eveready,
and countless other brands regularly utilize this powerful technique
to motivate consumers in-store.
What are they?
In-Pack Premium Offers—a free premium item, offered
inside every package
On-Pack Premium Offers—a free premium item, physically
attached to the package, usually offered on-shelf
Near-Pack Premium Offers—a free premium item, usually
offered in a free-standing, corrugated display near the on-shelf
product. This type of promotion often requires multiple product
purchases by the consumer, in order to receive a free premium.
Container Premiums —a free premium, usually brand
related, offered with the product housed inside. These are usually
offered as either near-packs or display-ready-palette promotions.
Where are these promotions done?
Grocery Stores are probably the most frequent users of these types
of promotions.
Drug/Discount Stores welcome (and often require) "value-packs"
of one kind or another. In-Pack and On-Pack premium promotions
are an ideal way to add value and uniqueness to a brand for this
distribution channel.
Warehouse Clubs often require exclusive brand offerings...and
premium promotions are an excellent way to achieve that objective
for this customer base.
When should they be considered?
Great marketers use them to:
Drive Trial during brand launches or relaunches.
Promote Impulse/Incremental Sales of their brand, in store.
Add Seasonal Appeal to non-seasonal brands.
Promote New and/or Alternative Uses for their brands.
Encourage Pantry Loadind—"FREE when you buy 3"
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Six Quick Tips For A Successful
Promotional Program
1.
Define a specific objective.
Whether the goal is to increase trade
show traffic or boost sales, the first step is to clarify the
purpose of the program.
2.Determine a workable distribution plan
to the target audience. Distribution of the promotional
product is as important as the product itself and can significantly
increase its' effectiveness.
3. Create a central theme.
Linking a recognizable logo and color to all aspects of
a program from sell sheet, to packaging, to product will help
create an instantly recognizable message.
4.
Develop a message to support the theme.
Using a message will help solidify a company's name, service,
or product in the target audience's mind.
S. Select a product that relates to your
business or communications theme. For example mouse
pads or screen savers for computer or software consultants. If
your new product or service is designed to save time, (a stopwatch)
or money (a piggy bank).
6. Don't pick an item based solely on
uniqueness, price, or perceived value. Don't succumb
to the latest trends or fads. The most effective promotional products
are those used in a cohesive, well planned campaign.
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