Question

Topic: Other

Getting An Innovative Consumer Promo Idea

Posted by Anonymous on 6/1/2010 at 5:04 AM ET 250 Points
Over the years my client has embarked on individual brand consumer promo what have produced very much logistical nightmare of reconciling uptake to promo deliveries. Costs issues have also become a point to consider versus the need to shore up total portfolio sales amidst differing brand performance.

Current realities therefore posits that a portfolio consumer promo is imminent and that which should be guided by the words "FEWER, BIGGER, BETTER" more saying less is more.

The central idea will be to have a consumer promotion that leverages techonology as much as possible and also offer an innovative promotion with very appealing gifts/rewards; a promo that stands out from the crowd.

My client a brewer of 5 brands of beer and RTDs and has offered previous consumer promos with not so premium gifts/reward but is willing to offer a lot more premium items.

Ultimately, the focus for the portfolio promo will be to deliver incremental sales across the portfolio.

I need your ideas, thanks.
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RESPONSES

  • Posted on 6/1/2010 at 7:05 AM Accepted
    I'm afraid I don't understand your explanation of the situation. Is this a group promotion involving several brands? And what does "FEWER, BIGGER, BETTER" mean? Is this a positioning line for all the beer brands? If so, what does it mean? Fewer WHAT? Bigger than WHAT? BETTER in what way?

    And who is your target audience? Where do they live? Where do they purchase the beer? Is this for retail distribution, or on-premise consumption?

    You might want to explain in simple terms. (Also what are RTDs?)
  • Posted on 6/1/2010 at 2:06 PM Moderator
    Is it legal to hold sweepstakes promotions for alcoholic beverages there? If so, then the "biggest" promotion idea would be something like a new home, a trip to some exotic location, a new car every year for the next 10 years, etc., for one single lucky winner.

    Once you create the theme, you can fill in with other, smaller prizes so you get multiple winners.

    The key will be how well you can promote the promotion ... generate awareness of the sweepstakes offer, etc.
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