sales promotions Archives - IPM Bitesize https://www.promomarketing.info/tag/sales-promotions/ The Institute of Promotional Marketing Fri, 22 May 2020 10:00:31 +0000 en-GB hourly 1 https://wordpress.org/?v=6.7.5 https://www.promomarketing.info/wp-content/uploads/2019/11/cropped-Bitesize-Favicon-32x32.png sales promotions Archives - IPM Bitesize https://www.promomarketing.info/tag/sales-promotions/ 32 32 The Future of Sales Promotions https://www.promomarketing.info/future-sales-promotions/ Fri, 22 May 2020 10:00:31 +0000 https://www.promomarketing.info/?p=6446

It goes without saying that the situation that we all find ourselves in now is unexpected and unprecedented. No-one quite knows what is going to happen next. We do know that eventually, whenever that might be (in a few weeks or months) that life will go back to normal, however, we might just find ourselves […]

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It goes without saying that the situation that we all find ourselves in now is unexpected and unprecedented.

No-one quite knows what is going to happen next. We do know that eventually, whenever that might be (in a few weeks or months) that life will go back to normal, however, we might just find ourselves taking things a little less for granted.

New Normal?

Our shopping habits may ultimately return to how they were in February (pre-lockdown), with most people popping to the shops every few days to pick up a basket full of shopping instead of taking a large family-sized trolley once every ten days to 2 weeks. But then again they might not. It takes an average of 66 days for a new habit to be formed. As I sit here writing this, the UK is currently going to be in lockdown for 45 days (with the chance that it could be extended further) – not far off the magic number of 66 to form a habit. While shopping habits may change we also have to think about what people buy might change. Will shoppers go back to buying their old brands once pre-lockdown availability is on the shelves? Or will they have discovered a new brand that they prefer and will stick to? Will this be a supermarket own-label brand, or will this be a more premium brand?

The Future of Promotions

What do these changes in shopping habits mean for the future of promotions? It is likely for the foreseeable future that multi-purchase promotions which are popular in collector schemes will be put aside in favour of Money-Back Guarantees (such as this Asics promotion), Try Me Frees (check out this Ferrero TMF campaign), and cash prize incentives (available to be won on McDonald’s Monopoly). Cashback style promotions are much more appealing to customers when there is little to no risk of them purchasing the product and are one of the more cost-effective promotions for a brand to run too.

Promotional Prizes

Promotional prizes will change in the near future as headline experience prizes for events and theme parks are swapped in favour of physical or virtual prizes. Prizes such as Gousto subscriptions have become increasingly popular and have seen a sales spike recently, with Gousto even having to refuse to accept new customers so much so was the increase on the demand for their subscription boxes over the past few weeks. However, they are looking to increase availability as soon as possible.

Giving customers the chance to still participate and win prizes as we hopefully move forward into the recovery phase would surprise and delight those customers, especially the ones that win. The chance to win something, however, small makes customers feel excited, along with the mechanic for the promotion. Instant wins which can encompass winning moment promotions provide that immediate excitement as the customer finds out then and there if they have won. I suspect that these along with cashback style promotions will be the most popular over the next few months.

For now, we have to take comfort in the fact that things will improve and things will get better, no-one is just quite sure on that timeline but when things do improve, Mando will still be here to guide you through creating and implementing the best promotion possible.

Lauren Miles is Senior Marketing Executive at Mando and is contactable at: lauren.miles@mando.co.uk

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]]> What happens when sales promotions can’t rely on days out? https://www.promomarketing.info/happens-sales-promotions-cant-rely-days/ Fri, 24 Apr 2020 09:38:33 +0000 https://www.promomarketing.info/?p=6404

Rob Scott Group Creative Director at TLC Marketing shares his thoughts on sales promotions in today’s world, with the absence of the trusty ‘days out’ default. It seems the sales promotion industry was founded on days out promotions, the default choice of reward, on everything from breakfast cereals to chocolate bars. It’s been cleverly dressed up in […]

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Rob Scott Group Creative Director at TLC Marketing shares his thoughts on sales promotions in today’s world, with the absence of the trusty ‘days out’ default.

It seems the sales promotion industry was founded on days out promotions, the default choice of reward, on everything from breakfast cereals to chocolate bars.

It’s been cleverly dressed up in some cases – Peperami’s Terrify A Friend – a brilliant and deservedly award-winning campaign from last year, but it’s still ‘Days Out’.

So what happens in lockdown when you can’t go out?

Within a week of lockdown we had swapped Yeo Valley’s out and about Yeokens treats to indoor treats featuring creative kits for children to online courses and music streaming, “…plenty of things to learn and do while staying in and staying safe” – and we’re working with many more to do similar things.

As responsible marketers we have to ask, is this simply brands taking advantage or is it brands responding to ‘the new normal’ in ways that benefit their customers?

Clearly it’s not entirely altruistic but I’m pleased to say that with every brief we have received, the heart has been in the right place. Little Lifts, Tag Your Hero, The Great Indoors. Whether simply gifts or rewards to be earned, the sentiment is spot on –  make (indoor) life easier, keep the kids busy, dress up the home office to make it a better place to work… whatever the objective there is an empathetic approach, that goes before the need for the brand to stand out or steal a march on the competition.

As we tell clients, a free movie download or cooking lesson isn’t going to solve the crisis – but if offered in the right way they might just cheer people up (which frankly is what we all need right now).

If you’d like to discuss further you can contact Rob directly rob.scott@tlcmarketing.com

About TLC Marketing, social handle LinkedIn @TLCMarketingWorldwide all others @TLCMarketingUK

TLC Marketing UK is the Institute of Promotional Marketing’s Agency of the Year 2017. They are global leaders in loyalty, incentive and reward campaigns.

Operating since 1954, the original rewards company funded on the luncheon voucher. Operating in 14 markets across the globe, they allow brands to outpace their competition through owned network experiences and big brand partner offers. TLC has launched award-winning campaigns for Bupa, Continental Tyres, Braun and Pallas Foods. They also won the Queen’s Award for Enterprise in International Trade 2016.

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