Promotional Giveaways to Become a Larger Part of the Marketing Toolkit

Developing an ad campaign using the latest technology and trendy tactics is certain to delight the go-​getters at an ad agency or in the marketing department, but sometimes an enterprise has to turn to tried and true tactics to move products. In most cases, this means  promotional discounts and giveaways. Nothing gets consumers quite as excited as a freebie or deep discounts and this year, marketers will be using promotions in a variety of ways.

According to research conducted by Promo magazine, U.S. marketers will continue their sponsorship investments in 2012. This activity reached $18.2 billion last year as marketers realized they can extend the connection with consumers from pre-​event to real-​time event and post-​event activities. This year, giveaways at events will come with QR codes to encourage consumers to engage further with marketers.

Consumers love for online gaming will also be used by marketers this year as they build the chance for freebies and rewards into these activities. As consumers engage with online games, they’ll be prompted to share personal information which marketers can use for further targeting. Analysts believe more marketers will turn to threshold or tiered prizing, a strategy in which prize values rise as the number of consumers who sign up increases.

Vendors are likely to encounter more clean-​store policies as retailers try to protect their brands and limit-​in-​store promotions. But in other cases, local marketers like coffee shops may engage in geo-​fencing promotions that are designed to interrupt the consumer’s day. For example, restaurants may offer free or discounted coffee to the first several dozen users who check-in.

Marketers will be using a variety of other promotional tactics designed to get consumers interested and excited about campaigns. And the uniqueness and ease of use of these strategies will determine how well they drive sales.

[Source: Odell, Patricia. 2012 Trends Report: Outlook for Marketing Growth in Key Promotional Categories. Promomagazine​.com. 28 Nov. 2011. Web. 13 Jan. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.