“Promotion mechanics” Cummi, 2002s Promotion Type Immediate Delayed Value Free in Pack Reusable Container Instant Win Home sampling Free on-pack Free Mail-in Competition Free draw Self-liquidator Charity promotion Price Pence-off Flash BOGOF Extra-fill packs Instore coupons Finance offer Next purchase coupon Cash refund Cash share-out Buy-back offer
Increase repeat purchase
... and more:
Deflect attention from price
Gaining intermediary support
Discriminate amongst users
Try it for yourself...
Match the objective to the best promotional mechanic:
Evaluate on a scale from 9 = Very good ... 5 = OK ... 1 = Not really suitable 0 = Out of the question
Get some creativity into your promotions
Meet Reggy from Manchester:
Hello, my name is Reggie and I’m your feathered friend - you can take me home with you if you wish For £2.50 you can send one of my feathered friends to one of your feathered friends.
What’s up with Reggy?
What do you want from a hotel?
How can you communicate this?
Who is the best promoter of a hotel?
What do you want that person to do ?
The who and what...
Stop C1s, A and Bs and get a bit more creative
Think about relationships and relationship to your brand: Lager (for example): Existing drinkers of your brand Lager drinkers (different brand) Ale drinkers Wine drinkers People who vary what they drink Home drinkers Pub drinkers
Maybe they are also:
Amateur pop singers
Classical music devotees
... And what should they do?
Existing drinkers of your brand: recommend your brand
Lager drinkers (different brand): switch brand
Ale drinkers: switch to lager, your brand
Wine drinkers: try lager when it’s hot
People who vary what they drink: be consistent, your brand
Home drinkers: go to the pub
Pub drinkers: take lager home
So now we can picture them...
We want tennis players who are not consistent in their drink to drink our lager once a week in their tennis club
We want wine drinkers who are also classical music devotees to try a nice’n cool lager when it is hot
We want amateur pop singers who drink in the pub to take a crate of our brand home
I am somebody else
Practice... Makes perfect After Eight Free Levi’s Jean to be won Yorkie Bar Win a racehorse Jellytots Free Mother’s Day lunch to be won Dairy Box Win a holiday in LA Toffee Crisp Visit to Legoland Drifter Win a mountain bike Lion bar Win a day out in a tank