Promotions & Incentives articles from January 2004

Promotions & Incentives archives from January 2004

EDITORIAL: Farrell's message is still valid 10 years on.(John Farrell)(Brief Article)(Editorial)
January 8, 2004... A decade ago, John Farrell delivered an after-dinner speech at the SPCA Best Awards that, in the words of one who was there, 'reverberated throughout the industry'. His message was straightforward: SP needed to get its act together, be...

LOYALTY: August.One bids to attract clients with loyalty push.(Brief Article)
January 8, 2004... PR firm August.One has launched a loyalty scheme that awards points to clients, which they can cash in for a range of incentives including a free brainstorming session and an industry influencer audit. The programme, called PRemier,...

INSTANT WIN: Expedia gives away breaks to boost hits.(Brief Article)
January 8, 2004... Travel website Expedia. co.uk is giving away city break holidays in an instant win promotion to drive people to its site during its January sale. From 7am on 5 January, promotional staff will be handing out 150,000 game- cards outside 10...

PREMIUMS: Slim-Fast picks lifestyle mags for diet promo.(Brief Article)
January 8, 2004... Diet brand Slim-Fast is launching a promotion in January to challenge people to get in shape after over-indulging over the Christmas period. Six million leaflets will be inserted into a selection of consumer and lifestyle publications...

SPONSORSHIP: Hyundai exploits Euro 2004 link with instant win.(Brief Article)
January 8, 2004... Car brand Hyundai is kicking off its Euro 2004 sponsorship with a promotion to boost take-up of test drives at its UK dealerships. Customers who sign up for test drives will get the chance to enter an instant win promotion to win Euro 2004...

COMPETITION: Hill's unveils Pet Slimmer of Year.(Hill's Pet Nutrition)(Brief Article)
January 8, 2004... Hill's Pet Nutrition, the company that develops scientifically tested diets for pets, is running its biggest SP drive to date as it strives to hit home the message that 'plump pets are not happy pets'. The Pet Slimmer of the Year...

THIRD PARTY: NFL lures Super Bowl viewers in Freeserve tie-up.(National Football League)(Brief Article)
January 8, 2004... American football association the NFL has tied up with Freeserve to attract UK viewers to watch the Super Bowl. The Super Bowl, which takes place in February, is the NFL's flagship event and is being shown on terrestrial TV for the second...

VOUCHERS: Boots links lifestyle offers to its photo processing service.(Brief Article)
January 8, 2004... Boots is launching a promotion around its one- hour photo processing service in a bid to make it stand out from competitors in the crucial New Year period. Customers processing their film or digital photos using the one-hour service will...

GIVEAWAY: Sofa Workshop hands customers CD gifts.(Brief Article)
January 8, 2004... Sofa Workshop, part of the MFI furniture group, is giving away free chillout CDs with every sofa purchase in a bid to ease customer frustration at having to wait for delivery. The company, which sells custom-made sofas, attracts affluent,...

CAMPAIGN OF THE MONTH: FAIRY NON-BIO - Marketing consultant and Fellow of the ISP.
January 8, 2004... I run the risk of teaching grandmothers to suck eggs, but I'm going to say it anyway: the key to any successful sales promotion campaign is that compelling call to action that motivates the consumer to buy. If you can motivate more than one...

LOYALTY: The Box debuts SMS campaign to boost loyalty.(Short Message Service)(Brief Article)
January 8, 2004... The Box, Emap Performance's interactive music channel, is launching its first SMS promotion to drive loyalty with existing and new viewers. The channel, which plays videos at viewers' request and claims to get new releases first, wants to...

SAMPLING: Diageo gathers premium brands for taste promo.(Brief Article)
January 8, 2004... Diageo is promoting its premium brands together for the first time in a sampling campaign called A Question of Taste. The nationwide sampling push, through Exposure, starts in January. It will include Diageo's Johnnie Walker Black,...

VOUCHERS: Esprit shelves its paper vouchers for hi-tech card.(Brief Article)
January 8, 2004... Esprit, the clothing retailer, has ditched its paper voucher scheme in favour of an electronic gift card. The switch was made on the back of research from Millward Brown, which found that electronic gift cards have a higher perceived value...

AGENCY CLOSURE: Slump in SP blamed for Scottish closures.(Brief Article)
January 8, 2004... KLP Euro RSCG and DraftWorldwide have both closed their Scottish offices blaming a declining market for SP. KLP CEO Phil Bourne said: 'I can sadly confirm that KLP's office in Edinburgh has closed as part of a reorganisation by our parent...

LEGISLATION: 'Binge drinking' promotions face GLB clampdown.(Brief Article)
January 8, 2004... Glasgow is to implement legislation this month which bans promotions that encourage binge drinking in pubs and bars. The Glasgow Licensing Board (GLB) is bringing in the policy following November's Nicholson Report, commissioned by the...

AGENCY EXPANSION: Dynamo boosts European setup.(Brief Article)
January 8, 2004... Dynamo International is stepping up its European presence with the opening of offices in Italy and Germany this month. Plans are also in place to launch promotional marketing offerings in Spain, France and Scandinavia by this April. The...

SPONSORSHIP: Agency claims O2 failed to cash in on rugby win.(Brief Article)
January 8, 2004... Mobile services provider O2 under-exploited its sponsorship of the England rugby team when players held their victory parade in front of a 75,000- strong crowd and the world's media, according to some industry experts. Steve Richards,...

AWARDS: UK campaigns take plaudits in Euro SP awards.(European Sales Promotion Awards 2003)(Brief Article)
January 8, 2004... UK campaigns dominated the European Sales Promotion Awards 2003, and came third out of 30 countries at the Marketing Agencies Association Worldwide Globe Awards. The UK won a Globe Award, three gold finalists, two silver finalists and two...

AGENCY WIN: Alpen BTL work goes to Billington Cartmell.(Brief Article)
January 8, 2004... Weetabix has handed Billington Cartmell the below-the-line account to promote its Alpen brand following a pitch that took place during the sale of the cereal giant to an US investment firm. Jerry Higgins, group sales promotion manager,...

MCCA SURVEY: Clients on a par with agencies in the pay stakes.(Marketing Communication Consultants Association)(Brief Article)
January 8, 2004... The days when agencies out-earned their client counterparts are over, according to research from the Marketing Communication Consultants Association (MCCA). The difference between client and agency salaries is now minimal, says the report....

TRADE ASSOCIATION: BPMA links with European body to boost profile.(British Promotional Merchandise Association )(European Promotional Products Association )(Brief Article)
January 8, 2004... The British Promotional Merchandise Association (BPMA) has joined the European Promotional Products Association (EPPA) as its only UK member after trade-only body Promota stepped down last year. The move is intended to increase the BPMA's...

PROMOTION WORKS: KERRY FOODS.(Brief Article)
January 8, 2004... Brand: Cheestrings & Attack-a-Snak Client: Kerry Foods Campaign: Win Pocket Money for a Year Agency: Generator Budget: Undisclosed Timing: June 2003 Strategy: An instant win prize of pocket money for a year was developed to have...

IN THE HOT SEAT: JOHN HOOPER - The Change Agency's latest recruit tells Bhavna Mistry that it's 'change or die'.
January 8, 2004... A multiple bidet is how John Hooper describes himself. Apparently, TV's Michael Grade first coined the phrase to sum up the role of a non-executive director: 'Nobody knows what's it for, but it adds a bit of class.'. Hooper is...

MOVING UP: Alejandro Saavedra-Montero - Pulse Group.(Brief Article)
January 8, 2004... Alejandro Saavedra-Montero has been made account executive at the Pulse Group. He will work on brands including Diageo and Danone, and will be responsible for supporting the accounts teams in their day-to-day running. Saavedra-Montero joins...

MOVING UP: Colin Lloyd - P&MM.(Brief Article)
January 8, 2004... Colin Lloyd has been appointed chairman of loyalty & motivation company P&MM. He currently president of the Institute of Sales Promotion and was the founder and chief executive of the KLP Group.

MOVING UP: Tim Patten - Proximity London.(Brief Article)
January 8, 2004... Proximity London has hired Tim Patten to the role of managing partner. He joins from Hersey where he was managing partner. Patten also had a stint at BT. He will be responsible for heading up the Royal Mail account.

MOVING UP: Jeremy Hughes - Jacob's.(Brief Article)
January 8, 2004... Sweet and savoury snack brand Jacob's has appointed Jeremy Hughes as commercial development manager. He will be responsible for its POP, identifying new growth areas and category management. He will head a six-strong team, and joins after a...

MOVING UP: Michael Norton - Smart Voucher.(Brief Article)
January 8, 2004... Michael Norton has joined Smart Voucher as joint chief executive. He will work alongside the company's founder Scott Thomson and will take responsibility for the day-to-day operations. Norton arrives having been chief executive at Eposs and...

ANALYSIS: Aiming to outplay the opposition.
January 8, 2004... Euro 2004 Is the promise of financial reward worth the risk of being lost in the sponsorship clutter? It may be six months away, but for many brands, the build-up to Euro 2004 starts here. There's a lot at stake. Each of the...

IN-STORE MARKETING: Loyalty - is this the end as we know it?
January 8, 2004... With pounds 413m in unredeemed points stuck on loyalty cards, schemes need to take a new approach to woo consumers. The nation is holding on to pounds 413 million of unredeemed benefits in loyalty schemes. This alarming figure comes from...

SHOP TALK: Supermarket takeover marks UK's retail future.
January 8, 2004... After all that media hype, the reality of the proposed Morrisons takeover of Safeway is lamentably tame - basically just more of the same. While Morrisons is an exemplary retailer, its trading style is not that significantly different from...

LICENSING: Marvel moves on to the European stage.
January 8, 2004... The importance of a regional presence is being highlighted by the popularity of character licences. The characters of New York comic giant Marvel are used to the idea of global conquest. So it was perhaps no surprise when the company...

LICENSING: MY FANTASY - LICENCE BROWN.
January 8, 2004... The industry needs a simple timeless brand. One that avoids the legal complexities of multiple rights owners and the business of creating style guides. I think I've found the solution, with my plan to actively license colours. OK,...

LICENSING AUTHORITY: Make that resolution to improve relationships.
January 8, 2004... It's that time when we all make resolutions that are generally broken within weeks. But with longer term aims in mind, now is a good time to reflect on your use of licences, and resolving to make more of your licence during a promotion. ...

LIVE ISSUE: IN-STORE PROMOTIONS - PROMOTERS FACE SCRUTINY OVER CAP CODE.(Committee of Advertising Practice)
January 8, 2004... The ASA's recent on-pack survey revealed that while promotions complied with the CAP Code on content, they flouted the rules at administration stage. Bhavna Mistry reports on the findings. The Advertising Standards Authority (ASA) brought a...

PROFILE: FOSTER'S NO WORRIES - Lorne MacLennan, brand manager, Foster's.
January 8, 2004... The sandy beaches, clear blue sky and searing heat of an Australian summer is a far cry from a freezing Scottish winter. But Foster's brand manager Lorne MacLennan, who is based in Edinburgh, believes that this stark contrast is one reason why...

CASE STUDY: ENTERPRISE INNS BANKS ON INGRID.
January 8, 2004... With its Textplorer II promotion, Enterprise Inns is hoping to change the January downturn in pub takings. Suzy Bashford discovers how the company is aiming to alter the nation's New Year drinking habits. Enterprise Inns, the 5,000-strong...

GUIDE TO SP RISK MANAGEMENT: TAKING COVER AGAINST RISK.
January 8, 2004... As well as limiting financial exposure to the unexpected success of a promotion, risk management can also help to maximise the budget. Victoria Lyons takes a look at the key steps of the process. 1. Be risk-aware. Every promotion carries a...

GUIDE TO SP POINT OF PURCHASE: TEN WAYS TO MASTER POP.
January 8, 2004... There's more to a successful POP campaign than an eye-catching display unit, writes Suzy Bashford. 1. Identify the purpose of POP before you start. POP can be used to fulfil a variety of objectives, such as to reinforce a brand message or...

GUIDE TO SP OFF-PACK PROMOTIONS: START THINKING OFF-THE-SHELF.
January 8, 2004... Off-pack promotions are a great way to entice consumers to your brand, but the message still needs to be relevant. 1. Choose a mechanic that fits the objectives of the campaign. Understand the objectives of the off-pack push - be it trade...

SPECIAL REPORT: MUSIC - SOUNDING OUT THE MARKET.
January 8, 2004... Brands must understand the music industry and their audience's relationship with it if promotions are to succeed. If you march into a record company after a brand strategy meeting and announce you want to 'own music', it's sure to get you...

MARKET SURVEY: VOUCHERS - VOUCHERS IN ACTION.
January 8, 2004... As the value of the voucher market runs into the billions, Holly Acland examines how vouchers are being put to effective use. Gift vouchers used to be seen as the preserve of elderly aunts who didn't know their niece or nephew terribly well...

ON OFFER.(Brief Article)
January 8, 2004... P&I's review of products, incentives, premiums, gadgets, gizmos and services from the Hong Kong Gifts and Premium Fair, rated by our reviewers. Product information and contact numbers are included with each review for easy reference, or copy...

SLEUTH: Rugby scrum ..(Brief Article)
January 8, 2004... For those of you who weren't in town for Our Boys' victory parade (those scrummie rugger boys who won the Rugby World Cup, in case you've been away from the planet recently), here's what you missed. It's the view from the windows of those...

SLEUTH: SLEUTH'S NAN.(Brief Article)
January 8, 2004... Given that the season of goodwill is over, this Nan feels justified in wondering why the festivities always seem to induce over-familiarity. Nan got over the mistletoe moments long ago, so I'm now specifically talking about Christmas cards....

SLEUTH: Gissus a snog ..(Brief Article)
January 8, 2004... He may be tiny, but singer Jamie Cullum's talent is very large - Sleuth has that on good authority from P&I's deputy editor Suzy Bashford (above, in fetching blue), who went undercover as a hammered journo to Arc parent Publicis' Chrimbo party....

SLEUTH: BLAST FROM THE PAST - JANUARY 1994.(Brief Article)
January 8, 2004... Ten years ago this month, many in the industry were taking umbrage at what they saw as the 'unbalanced and ill-informed remarks' made by John Farrell at the end of the SPCA awards dinner. He was calling for SP to get more creative and shed the...

SLEUTH: Eating, drinking and being very merry ... hic.(Brief Article)
January 8, 2004... Ahh, the annual trade body Christmas lunches - what joy. The BPMA's was as good as ever, but this year's ISP bash pipped it to the post for silliness with a rousing round of Heads and Tails, above, led by party animal extraordinaire, Randle...

SLEUTH: COMPETITION.(Brief Article)
January 8, 2004... The lovely people at Hy-Pro (0190 8630444) are donating limited edition football goodies. To enter, send correct answers to the three questions to the address at the top of the page. Entries in by 15 January. 1. When does the Euro 2004...

SLEUTH: Bling ..
January 8, 2004... The watering holes in Hammersmith (aka Hammershit to Sleuth, since it just doesn't compare with Soho, dahling) were still ready to rap when the 'creative' crew from Dynamo descended. Having been in one of those holes at the time, Sleuth would...