MAM

Striking promo name, high media spend attracts consumers: Survey

MUMBAI: Promotions are an integral part of a company?s marketing plan. Marketers in an effort to break through the clutter and reach their target audience, conduct several campaigns across different product categories. The Promo Survey 2005 done by Mudra's Kidstuff Promos and Events Pvt Ltd, is an endeavor to understand the psyche of the consumer so as to design better campaigns in the future.

 

The survey conducted across 10 cities in India namely Delhi, Chandigarh, Lucknow, Mumbai, Pune, Ahmedabad, Bangalore, Hyderabad, Chennai and Kolkata. The survey covered over 1700 consumers and over 700 retailers seeking their preferences for promotion tools, participation mode and prizes amongst others.

 

Key Findings:

    Promo must have a striking name - Buzz is created around that

    name

    Campaigns of daily-use products (FMCG, Beverages) have higher recall - Repeat purchase of these goods ensure higher recall

    Campaigns should involve all and sundry - TG must be spread across all ages, gender and SECs

    Promo should be supported by good media spend.

The results suggest that participation in a consumer promotion is driven by the base prize although the hype is built around the top prize. An innovative promotion with a striking name and adequate ATL support registers top-of-mind recall amongst the masses.

 

While, television and radio commercials play a vital role, on-ground promotions (roadside, bus-stop hoardings, point-of-sale materials and direct contact with customers) are quite important as well for creating awareness about a campaign.

The findings revealed that close to 84 per cent of Indians have participated in some form of promotion and 56 per cent have won some prize or the other. Masses prefer a prize where they don?t need to put-in an extra effort and where they can get an instant prize at the point-of-purchase.

While, any form of promotion involving a scratch card or contest form excites the common man, he/she also shows an inclination to participate using the new-age media - SMS and e-mail.

The promotions that recorded the highest recall are as follows:

    Pepsi ? Khufiya

    Coke - Aish Cash

    Pepsi- Toss Ka Boss

    Samsung ? Phir Se Phod Ke Dekho

    LG ? Khelega Kya

Moreover, good news for marketers is that sales promotion campaigns can incite trial for a new product. The survey revealed that 80 per cent respondents would try a new brand if an offer is available; a repeat purchase, though, would only take place if the consumer likes the new product.

On the other hand, 65 per cent respondents feel it increases their sales, lets them earn more and gives them an opportunity to establish a bonding with their customers and the company. However, some retailers complain that companies don?t pass on the financial benefits, i.e. incentives and/or handling charges (of these promotions) to them.

Retailers who were surveyed felt that they can make or break a campaign as 62 per cent customers consider their opinion before participating in a promotion.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/kalinga.jpg?itok=7Eg5t2PJ
Kalinga TV appoints Aidem Ventures as their exclusive “Ad – Sales Representative”

Aidem Ventures, an independent media consulting and marketing solutions company has been mandated to handle ad sales for Kalinga TV, a 24-hour Odia news channel.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/dentsu.jpg?itok=ZUsyd_Dr
Dentsu One stages a walkout for Queo’s latest campaign with Jacqueline Fernandez

The rapid growth in the number of high net worth individuals (HNIs) and aspirational lifestyles and consumer demographics has led to a demand for luxury living.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/white.jpg?itok=TIVffL0i
White Rivers Media wins Shorty Social Good Award for Viviana Mall’s ‘Stop Acid Sale’ Campaign

White Rivers Media has won the esteemed Shorty Social Good Award for Viviana Mall’s ‘Stop Acid Sale’ Digital campaigns.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/social.jpg?itok=xs9epXAt
Social Kinnect Appoints Bharat Suri as the Vice President of Operations

Social Kinnect, one of the largest independent Digital Marketing agencies in India, recently announced the appointment of Bharat Suri as Vice President of Operations.

MAM Media and Advertising Digital Agencies
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/urrency.jpg?itok=lZk2Pj7b
The Currency of Experience Has Global Value

Research from YouGov on behalf of Priority Pass™, the world’s leading and original airport experiences program, has found that the trend for experiences over material goods is global.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/WATConsult.jpg?itok=Oiz6xb6y
WATConsult becomes the 'Highest Awarded Indian Agency' at Epica Awards with 2 Golds and 1 Silver Metal

WATConsult, the digital and social media agency from Dentsu Aegis Network led the Indian tally at Epica Awards by winning 3 out of the 9 awards won by Indian agencies in total. WATConsult’s #PowerlessQueen bagged 2 Golds and 1 Silver metal, making it the best performing and highest awarded Indian...

MAM Media and Advertising Media Agencies
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/sabbas.jpg?itok=CK3avJj0
Sabbas Joseph to address BeaWorld - international festival of events in Portugal

Sabbas Joseph, Co- Founder & Director, Wizcraft International Entertainment Pvt Ltd, will be addressing the BeaWorld Festival of Events and Creativity in Coimbra, Portugal later this week, becoming the first Indian entrepreneur to take stage at this premium global event industry convention and...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/16/rs.jpg?itok=npu6o4K2
‘Beautiful by Nature’: JOYquestions Stereotypes in a Brand New Campaign with Mouni Roy

People are conditioned into following certain pre-defined beauty standards of how a woman should look, behave and carry herself around. Physical appearance has always been the yardstick to measure a woman’s beauty

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/16/stdoud.jpg?itok=Ssn_LDuQ
India gets their first-ever international standard Motion Capture Lab

An institution in the entertainment & storytelling sector, Famous Studios once again proves its leadership position.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories