Promotion

• Agencies

  Checkup: Bounty and Special K Build their Health Credentials

  As we know, the healthy lifestyle movement is well underway and promotion is an effective way to build a brand’s credentials whether or not “health” has ever been part of their core positions. Let’s take a look—and lesson—from two distinct, long-established brands with powerful promotional concepts. One, Special K, begins its new messaging with a heritage of health; the other, Bounty, uses promotion as a way in.

• Agencies

  Retailers Make Hay By Responding to Negative Comments

  We all know that “listening” to conversations and comments about our brands on the social Web is very important, which is why social listening tools have become an indispensible part of marketing. But what marketers do with that information is even more important.

• Agencies

  Consumers are Human Beings First: A Lesson in Loyalty

  By anyone’s timeline, the loyalty industry has existed for at least 20 years, driving customer retention across industries as diverse as retail, hospitality

• Agencies

  Spring is in the Air: Time to Plan a Street Stenciling Promotion

  As a few warm days remind us that spring may not be too far away, it may be time to add plans for a street stenciling campaign. The eco-friendly promotions can add a spark to online contests, point the way to in-store campaigns or announce a new musical CD. Add some addition power by teaming the stencils with street reps that can hand out coupons or other promotional materials. This unexpected encounter is very interactive with consumers and it’s usually a low-cost solution that yields high-impact and results.

• Agencies

  Zippo Stages Musical Events to Build Sales in China: Case Study

  The Zippo Manufacturing Co. staged six musical events—one per month—in China to convert buyers and build advocates among younger adults.

• Agencies

  InterContinental Pushes for Younger Loyalty Members with Online Trivia Game

  On the heels of launching a pilot program with a platform that lets users win rewards for checking in to its hotels via location-based services, InterContinental Hotels Group has enhanced its Priority Club rewards program with a travel trivia game that lets registered members win extra points in daily and weekly contests. The introduction of game play into loyalty programs is a growing strategy with marketers spending more time thinking like gamers when developing or updating their programs.

• Agencies

  Emails to Loyal Customers Pay Off

  A study of email contact with loyal customers highlights trends to help marketers perfect these communications based on how these customers behave and engage with companies to which they are loyal. That is ever more important today as consumer loyalty wanes in the wake of the struggling economy and the lure at shelf of price promotions.

• Agencies

  Packaging Toys isn’t Kid Stuff Anymore

  When confronted by myriad choices, kids are impulsive and can sometimes be more attracted by a competitors’ brand if the packaging is more compelling. That’s why the brand has to be fully leveraged in package design to remind the child about the attributes and perceived higher value of the brand that drove them into the store in the first place.

• Agencies

  Golfsmith Sets Up “White Out” Street Promotion in New York

  As if New York hasn’t had enough snow this year, Golfsmith is hoping for more, specifically on Feb. 15.

  That day, Golfsmith and TaylorMade-adidas Golf Co. are holding the “White Out” in-store—and in-the-street—promotion.

• Agencies

  Tending to Toilet Tissue Turf: Cottonelle Q&A

  Toilet tissue is not something people tend to spend a lot of time thinking about. Many shoppers just grab a familiar-looking package off the shelf and toss it in their carts, and because price promotions are so common, there is not a lot of brand loyalty. Cottonelle senior brand manager John Stanwood talks to PROMO about the $9 billion product category and why it’s so challenging for marketers.