> July 2010 <
What's In Store This June? Shopper Activations
Woolworths have announced that vendor-funded Clip Strips in Woolworths and Safeway stores will no longer be available as display vehicles effective from September 2010. Coles continues its clean store policy, and announces via its research partner AC Nielsen how ethnicity in Australia is changing the contents of the shopping trolley. Independents are struggling to keep up with the big two, although Aldi is making significant inroads with its discount-pricing model.
Among all of this activity, many manufacturing companies are aiming to encourage multi-brand/product purchases as the basis of their activations this month.
Unilever are giving away 10,000 Toy Story 3 laundry hampers (limited to two claims per household) through the purchase of a box of Surf, Omo or Drive. Entry is either by filling out the entry form and mailing, or by registering online. Valued at RRP $12.95, the total prize pool is $129,500. I think I would have preferred to win tickets to see the movie, but a nice tie-in with washday.
Gillette Fusion, notable for its links with sporting personalities, have teamed up with Mark Schwarzer, who is the Socceroo’s first choice goalkeeper at the World Cup in South Africa. The major prize is awarded to the first valid entry drawn who will win a meet and greet with Mark Schwarzer and the chance to win $10,000.
The prize will include two return economy airfares from the winner’s state of residence to Sydney, two nights accommodation in a 4 star hotel, and return airport transfers. Total maximum prize value is up to $11,750. The lucky person will get 10 chances to “get one past” the premier goal keeper to win the $10,0000. Not any easy task by any means, although the German team managed to get four past him.
There are also minor prizes, with the next 10 valid entries drawn from all remaining entries to win a framed jersey signed by Mark Schwarzer valued at $500 each. The next 50 valid entries drawn from all remaining entries will each win a $100 WISH Gift Card. The total maximum prize pool is valued at up to $21,750 and entry is via the web or by mail.
Campbell’s is reminding us that winter is well and truly upon us with their “real warmth from the inside out” message. To align with this, they are offering 1,000 pairs of the famous UGG Boots valued at $145 each to shoppers who purchase any 3 Campbell’s products from their soup and stock range. Entry is online or by mail and multiple entries are allowed on separate entry forms with 3 original product bar codes, but prizes are limited to one prize per entrant. The first 1,000 to be drawn will receive their prize, but it is not clear how the winner’s foot size is indicated unless it is a one size fits all promotion.
Nyal Tough Medicine is offering the first 40 valid entrants drawn a $500 Caltex petrol voucher - total prize pool $20,000. It is not clear from reading the entry details what participants are required to purchase as a condition of entry. It is only by going online that they can find this out, which might be too late for some people.
So, while participants are asked to complete a sentence on the entry form together with their personal details I can’t help feeling an opportunity has been missed to encourage a sale of Nyal products.
It appears that three is the lucky number, with Nestle promoting a multi-purchase cash jackpot worth $20,000 to 3 lucky winners. Entrants need to purchase any 3 items selected from Nescafe Blend 43, Nescafe Gold, Nescafe Mild Roast, Nescafe Espresso, MILO, and Nestlé Club block chocolate, MAGGI Noodles, Uncle Toby’s Oats and Country Cup Soups. There are also 300 Family Photo Books to be won each week for a total prize pool valued at up to $142,620 RRP. Each mail entry must be in a separate envelope with a purchase receipt showing an eligible purchase attached, and online entry is further limited to no more than one entry in any calendar day per household.
Franklins stores are still promoting their Loyalty Club memberships by offering Loyalty Bonus Points across 26 products - 100 points each for purchase of 9v Energizer Max Batteries 2s, Lilydale Free Range Chicken Mince 500g and Sunrice Long Grain 5kg - as well as offering the opportunity every week for 250 lucky shoppers to win a $100 voucher with the purchase of 3 items from their catalogue.
Increasingly, multi-brand purchases are the background to more promotions and the latest Colgate-Palmolive one involves any two purchases of Cold Power, Dynamo, Sard, Cuddly Ultra, Fluffy Ultra, Fab, Spree or Hurricane to win one of four prizes – $2,500 towards a new wardrobe. Entrants are required to fill out the entry form and state in 25 words or less “What is your favourite piece of clothing and why”. Multiple entries will be accepted but they must be posted in separate envelopes. The only area of confusion is if the consumer can buy two of the same product or if they must be different.
Palmolive Naturals, on the other hand, makes it absolutely clear what they want the consumer to do as a condition of entry to win one of 500 Pandora Jewellery prizes valued at RRP $30. Qualification is through the purchase of one Palmolive Shower Gel or Crème together with any Palmolive shampoo, conditioner, body wash, liquid hand soap or bar in the same transaction. Call a 1900 number with details of the purchase to go in to the draw. The total prize pool is $15,000. This promotion was also prominently featured in the Franklins catalogue.
Flora pro-activ are encouraging participants to get up and go in their ‘Experience More” promotion in which they are given a chance to win one of 40 Red Balloon vouchers valued at $250 each. There are ten to be won every week with the total prize pool valued at $10,000. Entries are by completing the in-store entry form.
The Walt Disney Company is offering adult tickets at kid’s prices to their famous Disney On Ice Disneyland Adventure with proof of purchase. The requirement is to spend $20 on any Toy Story product (limited to 4 tickets only at any one performance). In addition, by filling out the in-store entry form participants will go in to a draw for a Skate Clinic and Photo opportunity for the winner and five friends. Plenty of pester power in this promotion!
Seen And Noted
Continental Cook-in-Bag are encouraging trail of its recently launched product by providing a free recipe leaflet featuring some very yummy menus - such as Lemon and Herb Roast Chicken or Portuguese Chicken Maryland. Keep an eye out for the rest in-store. Continental are also providing individual recipe cards for their pasta and sauce bases in conjunction with Woolworths Fresh Ideas.
Aveeno Active Naturals has put out a small brochure explaining how they have discovered the true potential of natural skin secrets, like soy and oats to benefit the skin.
To round out this months report, Tena backs up a national NTV with a small information piece on why their pads and liners are better at coping with occasional bladder weakness than ordinary period pads and liners.
That’s it for June activations. Be sure to check in next month as we delve even deeper into the cold season.