Promotion and promotions

The companies actively competing for the customers’ pound in today’s markets will probably be tomorrow’s winners. 

At RFM, we are great believers in ‘visibility’ of the brand at all times and ‘call to action’ promotion, - at the right time.  Some operators in consumer markets are champions at this and business to business markets operators have a lot to learn from them. 

In the past 2 weeks, I have seen:

Wrap round cover from Glenfiddich malt whisky for Fathers Day (21^st June) on Shortlist magazine (targeted at working males aged 20 – 55).  There is also a redeemable voucher - just to sweeten the purchase and entice you to pick this brand off the shelf rather than another!

At least 5 people were filling out their details on vouchers in Greggs the Bakers when I was queuing for my morning roll.  It turns out these vouchers got you a free bun or cupcake if you bought the Daily Record. The customers in the shop will be tempted by a well displayed product, encouraging them to complete the vouchers.  The cost of the promotion was low and provides Greggs with access to customer’s details for future campaigns.

For the Daily Record, the need to collect vouchers redeemable every day is good for their circulation and purchase of this printed medium becomes habit forming.

Greggs outside the main line station in Glasgow open till 3am at the weekends, - ideal for sales after the clubs shut and the population are waiting for taxis to take them home.

Sony advertises their televisions just prior to the World Cup.  It is reported nationally that sales of TVs are up unlike many other sectors.

Thinking about customers at their trigger points is a key element in comms strategies.  The thought processes above are very sound.  The activities in business to business markets are the same; the execution is just slightly different!

For more information, contact russ@rfm.co.uk