Daily bread Daily prizes promotion.

10 May 2008

This promotion was developed with a more personal , one on one marketing strategy in mind.
Lots of companies have ATL (Above the Line) promotions like TV and bill boards but however effective this medium of advertising is, it is also impersonal.

The idea was to develop experiential vehicles to go through certain geographical areas and promote Blue Ribbon & BB bread to consumers. This was aimed at ensuring we expand our current market share, grow markets where we have opportunities and build on brand loyalty.

Trucks where manufactured and the promotion was rolled out nationally in the following areas:

1. Soweto
2. Soshanguve
3. KZN
4. Western Cape

In each of these abovementioned areas two trucks were deployed operating from Tuesdays through to Sunday. Trucks rewarded consumers daily by handing out instant win scratch cards and other novelty items like T-shirts, peak caps, shopping bags, baseball caps and airtime. The scratch cards that were given out had various discounts and awards attached to them, from a 20c saving to free loaves.

A selected area/s would be chosen for the promotion by the informal sales teams and participating outlets would receive a signboard as reward for their participation. On the selected day Premier Foods experiential truck would drive slowly through the area playing music and creating excitement in order to promote Blue Ribbon and BB.

When the trucks reached the participating outlets they put on a 15minute show involving consumers and giving away prizes, with the scratch cards being redeemable within the outlets when the consumer purchased a loaf of bread.

Customers gained additional business by having more feet through their store. Such was the success of the experiential marketing program that customers who did not want to participate in the promotion at first had a quick change of heart when they saw the advantages.

The crew on the truck were trained and interacted with all consumers from 2 to 80 years old.

Huge successes and learning’s came from this promotion.

Some of the successes were that customers more than doubled their historical daily sales and some customers sold out all their products and where keeping stock back so that they would at least have some product left for later in the day.

This brought additional sales to Premier Foods with some bakeries even sending a delivery truck to follow the promotional trucks so that if customers would like to purchase additional stock they could. Other sites that did not have any spare delivery trucks opted for second deliveries.

Due to its undoubted success this promotion will definitely be reintroduced at a later stage.