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Latest Articles
Promotion EffectivenessIPSOS Mori look at the most effective way to present a message 10/06/2010IPSOS Mori are in the position of looking globally at the impact of various qualitative measures on campaign impact. Measures like the impact of creative treatment, the best way to manage them, and choosing between aiming for a burst or a continuous campaign, are all covered in this short Top 10 Advertising Lessons Learned.
Bahlsen get 200% immediate increase and 60% retained sales 01/01/2010The premium biscuit market has become very price sensitive. But there are better ways of using this to your advantage than a retailer gondola end BOGOF.
A strong offer catches the eye on the shelf, as customers walk by. It prompts people to pick the product up and try. If, however, they cannot get this immediately you may lose a few, but the ones you lose, are the ones you would want to lose, the price based purchasers.
Have a look at this case study to see how you can replicate the impact of a BOGOF on your sales but at a fraction of the cost.
Coupons and in-store tastings are most successful at getting people to buy something differentCoupons and vouchers however they are delivered are the most effective promotional method to tempt consumers to “buy a product they would not otherwise have tried, as a one-off” and the second most likely way to get them to “switch to another brand for the duration of the promotion”, new research has revealed.
Coupons motivated more than half of shoppers (55per cent) to try a product and almost a third (32per cent) to switch during a promotion; although in-store money-saving promotions are the most effective way of achieving the latter (34per cent), according to research carried out last month (January 2010) by online research company fast.MAP among a panel of 682 adults whose profile echoed that of the UK population.
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