Before we get immersed in the inevitable 'look back at the last year/decade' retrospectives and endless Channel 4 top 10s of every cultural phenomenon under the sun, we at the Sales Promotion Blog thought it was worth getting in there first and asking the question that's secretly on every marketeer's minds... just what is the best sales promotion campaign ever?
We propose to open nominations from today and invite suggestions as to possible candidates, and depending on the participation, either open it up to a global poll from the beginning of January, or draw our own conclusions from the entries.
To get the ball rolling, here are a selection of our favourites, some of which score marks for longevity if nothing else.
Esso Free Mixer Glass
Talk about a promotion having a lasting effect My parents still have tumblers in their glass cabinet from collecting petrol coupons in the 1970s! They're still as good as the day they were first blown and have even gained a certain retro chic.
Andrex Beanie Puppies
In the earliest days of internet marketing strategy, Andrex wanted to drive increased traffic to their website and attract 1000 more users.
In return for 6 tokens and £2.50 consumers were offered a Free Beanie Puppy. Purchasers were then offered other puppy items and a 10p donation was made to the Canine Defence League for every puppy purchased.
A well groomed promotion covering multiple disciplines and communication channels.
Co-Op - Green Shield Stamps
The veritable godfather of retail loyalty schemes, still fondly remembered if you run a Google search.
No plastic card shenanigans here, just collect your stamps from your weekly Co-Op shop and stick them into your stamp saver book.
All sorts of exciting premiums to collect for, like a treasure trove from a Generation Game conveyor belt!
Walkers - Comic Relief 2004
The iconic red nose was used to great effect in the supporting advertising campaign and a limited edition Baked Bean flavour added to the mirth of the theme.
Multi-packs offered a choice of three different branded Whoopee cushions to collect. A guaranteed £1,000,000 donation was pledged with no link to how many crisps were purchased.
Plus 1p was promised for every sale of individual baked bean and Monster Munch packs and 5p for baked bean multi-packs.
A typical Walkers promotion: well-executed and capturing the zeitgeist of the moment.
Not a serious suggestion, but included for curiosity-sake:
Hoover's Free Flights
The world famous 'bad boy' of sales promotion, responsible for the classic planner's cliche:
'We don't want a Hoover on our hands!'
Launched in 1992, in an era when bucket airlines didn't exist, they initially offered 2 Free Return Flights to Europe in return for spending over £100 on Hoover products. While travel agents were struggling to fulfil the European flights, the offer was extended to the USA!
£48m later, this promotion enjoys dubious notoriety for being too successful.
Calling all nominations for the Best Sales Promotion ever!
Well, you've read our suggestions - a mere taster menu to get your juices flowing. Like any 'best of' discussion opinion will be divided so, the only way to ensure your favourite sales promotion is featured in the final vote is by adding your nominations below.
The Sales Promotion Blog does not claim any credit or responsibility for the above promotions - particularly the Hoover one!
What happens when media headlines undermine your USP?
Stick or Carrot?
The Food Standards Agency (FSA) stole the headlines this week when their research findings concluded that "Organics offer NO BENEFIT!" thereby denigrating all organic food manufacturers; the organic movement in general and the firmly held beliefs of foodie middle Englanders across the land. What a potentially catastrophic claim to make about an industry which must surely be struggling enough when consumers are already tightening their belts. And this from a government agency too - surely this is verging on irresponsible? Imagine if the Financial Services Authority (Also FSA!!!) had made such a damning claim about one of our precious banks?... New research by the FSA claims "Banks are reckless with your money". Billions would be wiped off share values in an instant and there'd be a run on every high street bank - bigger than the cue for Tamiflu.
One of the key targets of such a claim is of course The Soil Association, a charitable organisation and recognised stamp of approval on many leading organic brands. There response is that the conclusions of the research are misleading, selective and do not mention the other benefits of organic production to the environment and long-term health of consumers. Obviously they're being polite - what they want to say is probably unprintable. Unfortunately lazy journalism and sensationalist headlines have already got their message across to time poor, money poor consumers that organics aren't worth the extra money. Now the issue is settled for many and the Soil Association could struggle to regain the initiative and put their points across.
So, how can sales promotion help? What the Soil Association really need to achieve is big headlines, mobilise the troops on the street and get their message over at grass roots level - if you'll pardon the pun.
Our action plan would be:
Posted by Mosaic Marketing on July 31, 2009 at 15:36 in Comment | Permalink | Comments (0) | TrackBack (0)
Technorati Tags: food safety, Food Standards Agency, guerilla marketing, initiative, Organic, research, Soil Association
Digg This | Save to del.icio.us