Concepts and Ideas
URMA provides Risk Management and Fixed Fee Solutions for the majority of promotional mechanics and offerings. These include:
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The consumer makes a purchase of a promotional product and is given the opportunity to obtain some or all of their money back on the purchase.
Considerations:
- The higher the value of the product the higher the response rate
- When used on FMCG products RRP is usually no higher than $6
- Using the word “FREE” will gain a better response
- Postage costs can be included
- Offer is normally limited to one application per household
- Can be delivered online or offline
For more information on Cash Back Promotions please visit www.cashbackpromotions.com.au
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The consumer is encouraged to repeat purchase (or multi-purchase) during the promotional period to collect enough of the qualifying requirement to claim reward(s).
Considerations:
- Rewards can be tiered to encourage further collection of requirements
- Promo period is critical to success
- Consumer accounts can be created which can create a consumer profile
- Can be used strategically or tactically
- Can be delivered online or offline
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The consumer makes a purchase of a promotional product and registers for the offer. An event (examples: temperature reaches 35 degrees on Australia Day, Australia win the Rugby World Cup, Renault win the F1 constructor title this year etc) takes place and if the outcome occurs, consumers mail in proof of registration and proof of purchase to receive the gift or cash.
Considerations:
- Relevance of event to audience
- How likely the event is to occur
- Offer is normally limited to one application per household
- Can be used on high ticket items
- Support for the offer
- Excellent for leveraging existing sponsorship spend
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The consumer receives a coupon that they can use as part or full payment for a promoted product. The coupon can be delivered in a number of different ways including (but not limited to) on-pack, print media, DM, digitally and sampling campaigns.
Considerations:
- The higher the value of the coupon the better the response rate is going to be
- The higher the % of the retail price that is being given away the higher the response rate will be
- Artwork will have a large impact on response
- Frequency of purchase
- Usually restricted to one per household
- Retail compliance and mal-redemptions
- When in-store couponing is not possible the coupon and POP can be mailed in for cash back
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The consumer receives a game card and scratches off the required panels to reveal the symbols beneath. Should the symbols match, the game card is a winner.
Considerations:
- Game cards can be delivered on-pack, in-store or online
- Every game card is a potential winner
- Great for creating huge headlines
- Suitable for limited budgets
- Support and mechanic for the promotion will not affect the costings as every game card will control itself
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The consumer makes a purchase of the promotional product and is entitled to a free gift. In order to claim, the consumer needs to provide and submit proof of purchase. In return their gift is dispatched to them.
Considerations:
- Value of the gift in relation to the promotional product RRP
- Claim process that the consumer has to go through
- How relevant is the gift to the consumer
- Stock control implications for the gift
- Offer is usually limited to one application per household
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The consumer makes a purchase of the promotional product and interacts with the instant win mechanic. The consumer is notified immediately whether they have or haven’t won the prize(s).
Considerations:
- 1 in X wins with redemption mechanic
- Notification and claim process
- Redemption levels will vary depending on the prizes on offer
- Where and how the promotional product is used/consumed
- The win ratio will effect how many people play. Do 1 in 10 or 1 in 100 win a prize?
- Structure of prize pool and second chance draw requirements
Please take some time to have at look at our Case Studies which show just some of the promotions URMA has worked on in the past few years.
URMA works closely with our UK office to provide our market with news of the latest and greatest promotional concepts coming out of the UK and European markets. Sign up for updates from URMA to ensure that you are kept up to speed too!
