In our line of business, we need to evaluate consumer behaviour and how consumers will react to tactical promotional campaigns. It’s our bread and butter.
We look at the offer and how attractive it is, then we evaluate the mechanic. We look at the consumer journey and the exact steps that need to be taken to claim their reward – do they have to upload the receipt, enter the code from the pack, upload the picture of the promotional product, write a statement of why they didn’t like the product, provide their details and bank account number etc?
There are also external factors that are hard to predict and sometimes these can affect the promotion in a way that can result in high redemptions which equals high costs.
Weather is one factor that can change some campaigns. For instance, if a beer brand is running an on pack promotion and the summer turns out to be unusually hot, then the sales will go up and with it the drive for higher redemptions.
Big sporting events have an effect on how consumers behave too. Usually sales will increase dramatically before the World Cup and this doesn’t include just snacks and party foods, but even TV and advertising sales.
And, of course the global pandemic is having a huge effect on consumer behaviour. In the early stages consumers flocked to the stores and were buying whatever they could get their hands on. Brand loyalty went out of the window and purchases were driven by necessity.
However, as the weeks have gone by, we are seeing interesting trends within the promotional sector. Some campaigns were abandoned as they were linked to sporting events which were subsequently postponed or cancelled.
These external elements often mean that your promotion will come with an element of risk that you can’t account for. That’s where we can help. Mando can alleviate the promotional risk through a fixed fee promotion. For a one-off cost you are rest assured that your promotion is completely covered and no matter how many redemptions you receive, you will never go over budget. Discover more about our fixed fee.
The on pack messaging will direct the consumer to your bespoke branded landing page where they can enter for the chance to win one of the amazing prizes on offer.
As we look forwards to what the final quarter of this year brings [check out our other blog on the future of sales promotions] and Q1 / Q2 for next year, we hope to see some sort of resurgence of tactical promotional campaigns that are there to solidify brand loyalty and encourage switchers to try your product. It is not too early to get planning for what is predicted to be a very busy 2021. Feel free to give me a call on +44 (0)7766 990630 or send me an email at email@example.com and I will be happy to offer advice on your upcoming promotion.