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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.

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