Cashback Promotions

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About Cashback Promotions

Cash Back Promotions offer a great way to provide value to your consumers and engage them with your brand.

We know that direct price promotion strategies are proven to devalue the brand, so how can you offer the consumer value at shelf level without having to enter into a potentially damaging price promotion? The answer is Cash Back Promotions.

Cash back strategies will provide sales volume and brand development and will cost you less - short and long term.

There are a few ways we can help you run a cash back promotion - and they can be all tweaked to fit with available budgets:

  • Straight Cash Back: the full purchase price or a % of the price as cash back or a specific dollar figure all work well and are well received by the consumer.
  • Product Challenge/Guarantee: consumers are invited to try the product and let us know what they think - positive or negative. Full cash back to all valid claims. This one is great to get some interaction with the brand.
  • Money Back Guarantee: consumers are asked to tell us why they didn’t like the product. Full cash to back to valid claims. An economic way to create a point of difference on the shelf as redemption rates are always pretty low - which is reflected in the budget requirements.

All cash back promotions are ideal for:

  • encouraging trial of new or re-launched products,
  • encouraging purchase over a comparative competitor brand/product,
  • increasing consumer spend (e.g 'buy 2 and get $5 cash back') and
  • creating on-shelf point of difference

We are the experts in providing you with everything you need to run a cash back promotion. This includes:

  • Concept design and implementation (alternatively this can be provided using your existing supplier – whether in-house, agency etc)
  • Terms & Conditions generation and management, legals (alternatively this can be provided using your existing supplier – whether in-house, agency etc)
  • Promotional operations, KPI’s etc. (alternatively this can be provided using your existing supplier – whether in-house, agency etc)
  • Full suite of communication including POS production and management, online applications, web management ATL etc (alternatively this can be provided using your existing supplier – whether in-house, agency etc)
  • Handling and Fulfilment
  • Fixed Fee*
  • Account management (alternatively this can be provided using your existing supplier – whether in-house, agency etc)
  • 24/7 access to full reporting systems

* URMA Pty Ltd provide you with a fixed fee (or fixed cost) meaning that running a cash back promotion will carry no financial risk for you and, importantly, you do not have to set aside any liability on your balance sheet. URMA assess all the elements of the cash back promotion and provide you with a cost that assumes a level of consumer response. You then have no more to pay, whatever the consumer response is, and therefore no further risk.

We work with you to ensure that you get the very best cash back promotion for your budget.

There are a number of factors which are part of our thinking and which affect the financial and commercial risk that a promotion carries. These include, for example, how the product is treated. Take a cereal box. It sits on a breakfast table every morning for the life of the product. It probably gets read and read over again by the same set of eyes. There is plenty of time to read, understand and get interested in the communication. Ice cream, on the other hand, gets chucked in the freezer and forgotten about - or worse, gets consumed on the spot and the wrapper binned.

Positioning also has an enormous impact on your consumer response rates. For example positioning an offer as ‘100% Money Back Guarantee’ will give you a slightly lower response rate than using the magic words ‘Try me Free’.

We work with you to get all these elements (and more) right to ensure that you have a successful cash back promotion that meets all your business objectives.

The most important factor is ensuring that your consumers can access the cash back promotion easily. It is vitally important that they have a successful consumer journey through the steps of redemption to ensure that their engagement with your brand is a positive one.

 

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