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.
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!
The Hoover free flight sales promotion gets my vote.
The rest is as they say History
Posted by: Harrycichy | March 09, 2010 at 15:25