On Pack Promotions

Boost Sales With On Pack Promotions

There are a range of different types of “on-pack sales promotions”, but they can be arranged into five categories:

• Premium promotions
• Trial Incentive
• Prize draws
• Competitions
• Instant win promotions

Premium Promotion

The “Premium Promotion” is a common promotional technique. It is also known as a “Gift With Purchase” in that the customer receives something in addition to the main purchase. All consumers can obtain the same gift, benefit or item in return for collecting “Proofs of Purchase” or tokens from promotional products.

Summary of Benefits:

• Drive rate of sale.
• Encourage trial.
• Raise awareness of product range.
• Provide strong POS impact and standout.
• Create a differentiated marketing communication targeted directly at the consumer.
• Drive multiple and repeat purchases.

Examples of Work:

Vimto Cluedo (Cluedo Game)
Old Speckled Hen Collector Promotion (Various Merchandise)
Frosty Jacks (Various Merchandise)
Old Git (T-Shirt)
Aspall Cider (Salad Dressing Jar)
Quaker (Free Scoop)
Nando’s (Recipe Book)
Pek (Condiments Set)
Yorkshire Tea (Bears)
Quaker (Hammock Offer)

Trial Incentive
Designed as a cost effective alternative to “Price Promotion” which enables brands to protect the full retail selling price of a product. The “Try me Free!” promotion delivers a full refund in return for a proof of purchase. FREE is the single most powerful word in sales promotion terms and universally understood by consumers. The offer is designed to drive sales (and trial) whilst the proposition effectively removes any risk from buying and trying the product.

The programme has evolved in recent years when Ainsworth and Parkinson developed the “Taste Challenge” proposition, specifically designed to encourage consumers to focus on the product quality and taste, rather than price, and to gather consumer comments. Consumers are asked to respond with a proof of purchase along with a 15 word statement, specifically if they ‘Liked’ or ‘Disliked’ the product.

“Money Back Guarantee” The original, more cost effective alternative to the “Try Me FREE!”- designed to remove any risk from buying and trying the product, as a full refund is offered if a consumer dislikes the product.

Summary of Benefits:

• Drive rate of sale.
• Encourage trial.
• Raise awareness of product range.
• Provide strong POS impact and standout.
• The product maintains and price conditions new consumers to the full RSP
• The consumer is rewarded for their effort with a full refund (plus postage)

Examples of Work:

Appleton Rum
Vimto (Taste Me FREE!)
Multibionta (Challenge)
Listerine (Tooth Fairy Challenge)
Colliers Cheese
Bewleys Tea
Bavaria Lager
Badger Beer
Ruddles
Neutrataste (Seven Seas)
Aunt Bessie’s
Pataks
Noon Foods
Prince’s (Ocean Spray)
Shloer
Quaker (Harvest Crunch Taste Challenge)

Instant Win Promotions

The instant win mechanic is an extremely effective method of accelerating product sales. The mechanic affords brands the opportunity to boost the prize fund due to the unpredictable number of prizes found and claimed. Ainsworth & Parkinson calculate the odds of winning a prize and therefore are able to enhance the consumer proposition without exceeding the budget commitment.

Summary of Benefits:

• Drive rate of sale.
• Encourage trial.
• Raise awareness of product range.
• Provide strong POS impact and standout.
• Create a differentiated marketing communication targeted directly at the consumer.
• Drive multiple and repeat purchases.

Examples of Work:

Ryvita
Spam
Seven Seas (Win a Cruise)