Purpose.  The reason for which something is done or created or for which something exists.  It’s a word that’s often used, but how can we build purpose into promotions?

Ask most marketeers what the purpose of a promotional marketing campaign is, and the vast majority will instinctively respond with ‘drive sales’, ‘increase market share’ or ‘hit my KPIs’.  However, how can brand purpose, a softer metric, be incorporated into promotions, and marketing campaigns in general?

Brewdog

BrewDog have recently announced that they are launching a line of their Punk IPA that will be sold in Trash Cans.  Cans that would usually have not made the cut and would have been wasted.  And there are a lot of them – over 1 billion annually.  Along with this initiative, BrewDog are also looking to roll out electric delivery trucks to fulfil their purpose to become the most sustainable drinks brand.  Their purpose is ingrained in every aspect of their marketing strategy.

When purpose is so prevalent in strategies, it’s easier to translate into promotional campaigns.

What rewards do you want to offer? 

These should be in line with not only your audience, but also you brand ethos.   Offering the wrong prize or the wrong number of prizes can be incredibly detrimental to your brand.  Anyone recall the Cadbury collector scheme for school PE equipment?  It got a bit of backlash.

Yeo Valley on the other hand have hit the mark recently with a promotion to amplify their partnership with Octopus Energy.  Their on-pack campaign is offering consumers the chance to win a Tesla, with 10,000 trees for runners up.  Yeo Valley have long been champions of the environment and organic farming, and this campaign ties in nicely with their brand purpose.  What is even better, is that the Tesla will definitely be given away, meaning they can maximise the PR opportunities and shout about their purpose (and partnership) at the same time.

We’ve worked with brands who have offered rewards that do good for the environment and support the brands purpose.  For example, as part of the Save the Bees campaign, Nestle Cereals created an on-pack promotion offering a free pack of seeds for every promotional pack purchased.  The seeds were specifically designed to attract Bees and protect their natural environment, which reinforced the whole purpose of the campaign.

Environmental Purpose

Purpose can be weaved into every touch point with your consumers.  For instance, if you champion the environment, ensure all physical communication to your consumers is, or can be recycled.  If you champion being eco-friendly, use sustainable and recyclable materials.  When sending out prizes use environmentally friendly packaging.  These details within your promotional strategy can make the difference between a PR praise and a PR flop.

We help our clients with these details daily, mitigating those PR Flops with our experience and passion for your brand’s purpose, we have some brilliant case studies for you to check out.  We’d love to share our expertise and work with you on your next campaign, to ensure your campaign and brand are remembered for the right reasons.  And let’s follow BrewDog’s lead and never forget that imperfect ‘trash’ cans can still have purpose. If you’d like to chat please give me a call on 01296  717925 or send me an email leonie.walker@mando.co.uk.