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March, 2011

The brand is a powerful tool that needs to be leveraged to its full advantage. On-pack promotions provide the ideal platform to help your brand shout loudest in-store and across the aisle. Whether you are launching a new brand or rejuvenating an existing brand, an on-pack promotion can help break through the mundane clutter of the shelf. 

Point of Sale campaigns hold great value and there is no doubt they are a well established method of making sure the consumer sees your brand on the end of an aisle or in another prominent place. However, they can often be costly to produce and take up a lot of space, something which is more often than not limited in grocery and retail stores these days. Besides, retailers sometimes look to avoid or at least restrict the amount of POS materials that appear in-store at any one time. On-pack campaigns can provide the answer. 

Giveaway promotions may create excellent short-term results in a campaign but may not necessarily assist in winning loyal consumers over. Well planned marketing and a novel campaign helps to get tongues wagging across the consumer network and help to increase long term sales as well as re-enforce the brands strategy. 

What can be the motives behind an on-pack promotion?

Maybe your brand is a premium brand and you need to create a message to encourage consumers to try your brand. Perhaps your brand is already well established in the market place and you want to reach out to a certain type of consumer to increase scope for your brand.

Promotional campaigns can help to: 

• Add value to your brand
  
• Grow product sales
  
• Grow volume sales
  
• Generate excitement about your brand
  
• Increase brand awareness
  
• Increase brand loyalty

Your campaign allows you to filter well thought out and targeted messages and direct them to consumers one-by-one. Careful consideration needs to be taken to the following: 

• Include strong pack designs but make sure they compliment your branding and livery
  
• The promotion has to be believable to the consumer.
  
• Make the conditions of the promotion clear on the front page. Ie. No purchase necessary, collect enclosed coupons, apply online etc.

AccuPOLL uses five key measures to predict the success or failure of a promotional campaign. These are:

1. Impact on purchase behavior
2. Value perceptions

3. Uniqueness

4. Fit with the brand

5. Ease of compliance

When planning an on-pack promotion, brand owners and manufacturers should be focusing on the return on the investment as much as they should as the base cost of actually running the campaign. Setting out a well planned campaign can have tremendous effects on your long term sales and brand strategy. For further details on the Fix-a-Form leaflet label product range contact Fix-a-Form International.