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BPMA & ISP join forces to support Denny Bros Ltd at hit seminar on the Importance of On-Pack Promotions.

The BPMA recently teamed up with the ISP Director of Insight Colin Harper to present a leading edge seminar on the impact of promotions in-store. The event sponsored by Denny Bros and held at the Museum of Brands shared some interesting findings …..

Harper revealed that in 2009 price promotions hit new (and possibly undreamed of) heights. This culminated in November 2009, with 50% of all grocery products being discounted in one form or another.

ISP research, however, showed that price promotions destroyed brand values - and Harper was keen to make sure that the seminar understood this was a form of promotion primarily designed to grow retailer brand strength, and not that of the suppliers. Carefully judged incentives displayed in the right place trigger sales from shoppers for the brand, and not shoppers for a good deal, no matter what the product.

The pack is the moment of truth, and incentive messages with high standout had been shown to deliver uplift comparable to retailer price activity, but also leave behind satisfied, full price, loyal customers.

Harper showed an on-pack case study where a well known biscuit brand established 60% uplift at retail with an on-pack sticker-based promotion.

Harper stressed in his presentation that it was entirely possible now to predict the impact of pack design and incentive choice in advance, and pointed the listeners to the upcoming Insights section on the ISP website as a means for ISP members to check out suggested ways to do this, as well as case studies of successful activity.

He also offered the opinion that successful suppliers in the future will take much more of an interest in the advance research forecasting results of the activity they recommend, as well as tracking afterwards. This also had two benefits. The first, to stake a claim for investment as a priority against retailer price promotions. The second, to form a firm base with the client based on mutual assured success.

Gordon Glenister for the BPMA, pointed out the range of additional options that product brought to the pack owner wanting to reach many more shoppers. Products as incentives offered not one, but three benefits to the user. The first was a result of the fact that the cost of a well chosen product is often substantially less than the value to the user. Secondly, that a product chosen to be used in public also reaches many more people than the original redeemer. Sales AND advertising in one package.

The last, of course, we all know - which is that products designed to extend the brand image underscore all the other investment made by a company in their future. Here he pulled a wide range of examples from his hat, making an imposing row in front of the audience.