Presentation on theme: "Independent SALES PROMOTION SPECIALISTS Stewart Hilton."— Presentation transcript:
Independent SALES PROMOTION SPECIALISTS Stewart Hilton
“I know you’ve been working on this new product of yours for two years and now the damn thing’s perfect, but for the last time, sales are down, the stock’s in the toilet and we’ve got no budget left! So either make it work with what you’ve got, or park the bloody thing till next year!” By Stewart Hilton – Blue Chip Marketing
PR Sampling Outdoor Magazine ads Press ads Total budget Up to £10m?
A word on coupons 4.5 billion coupons in UK in 2007 (up 29%). 89% have used coupons in last 12 months. 69% of consumers ‘see coupons as a good opportunity to trial new products’. Avg. redemption rate for ‘food + drink’ coupons is down to 2.2% (from 4.8% in 2005). Decline caused by huge increase in door drops by pubs and restaurants. Door drop distribution up by 14% in 2007. Door drop still very important – 8 out of 10 top advertisers have regular programmes.
Coupon door drops still important Better targeting / more creative print options / awareness and trial
Jaffa Cakes ‘Empty Packs’ 3 million homes 23% response rate (7 times industry average) 690,000 sales £476,000 revenue
Creative for a range of issues / circ. up by 9.4% (versus target of 4%)
New for 2009 Launch ideas for tougher times 1.Leverage your own portfolio. 2.Develop and exploit strong partnerships. 3.Go direct to your customers – Start now! 4.Recruit the public as your sales force. 5.Focus smaller budgets on your biggest wins. 6.Get creative to punch above your weight. Alternatively…