At Red Energy Promotions, we believe that a well-placed promotion can make a significant difference to your brand. In some cases, it can also make you famous (or infamous). Companies of all sizes across the globe try to grab their share of spotlight to consumers who are bombarded by over 5,000 selling messages per day. The campaigns that stick to mind are clever/unique, showcased across a number of advertising mediums and supported by a hero promotional product that reinforces the campaign message. In a lot of cases, clever campaigns come from small to medium businesses, as they need their marketing spend to stretch further than their multinational foes.
Would $4.00 motivate you to switch insurance providers? Probably not. Through clever marketing and a well-executed promotional campaign, a gift with purchase (GWP) incentive is doing just that.
Captain Risky – the anti-hero for insurance standing for everything that the industry runs a mile from. Due to the kitsch nature of his look and personality, this character has become a cult figure. From this, the offer of a bobblehead® in his likeness has become a huge driver of new business to the brand.
How to develop a campaign idea that sets your business apart? One of the first and most important steps to do this is to understand your core customer, with this in mind, we can design a product that suits the target audience and will fit in with your needs.
- How will the product be distributed? (size/weight may be an important factor)
- Will this product improve the customers’ life in some way?
- How can I make sure the product is relevant for my campaign message?
Some other great examples of redemption/gift with purchase campaigns include:
Cup-A-Soup Personalised Mug – purchase a 3-pack of Soup and send in the barcodes to receive your ‘free’ personalised mug (printed with your name). The expected 30,000 mug production run was exceeded significantly (over 125,000 mugs were redeemed over the campaign).
Four’n Twenty Magic Salad Plate – resulted in a 37% increase in supermarket sales and the plates ended up selling on Ebay for over 15 times the original value.
Without the tangible element of the campaign (promotional product), the results would not have been anywhere near as effective.
When planning a promotional campaign for your business, it’s important to find the trigger that will generate a positive response. If the product is a BBQ worth $1,000.00 – the offer of a $50.00 discount will do very little to generate a response. A branded ‘BBQ Essentials pack’ costing $50.00 with a perceived retail value of $200.00 is far more likely to create a buzz.
This is the true value of promotional products, they are low-cost, designed for generating sales in the short term and long term, plus have a higher perceived value than their actual cost.
Where to begin? Begin with a clear direction for what the campaign needs to do (generate new customers to a particular product/offer, retain existing customers, generate brand awareness etc). From here you’ll have the basis of what the ultimate goal is and you can now engage a promotional marketing company to help you massage the campaign details. For more information, contact the Red Energy team.