Lauren Burmeister, Bakers Sweet Biscuits brand manager, says, "Last year's successful consumer campaign saw volume growth end at +30% compared to the previous year on promotional lines. Consumer entries reached over four million, with one million unique subscribers at the close of the competition."
TMARC CEO, Nick Terry attributes this to the ease of process. "It works so well because our system does not create barriers to entry or redemption, it's a completely frictionless process and so more people enter and redeem the prizes. The process is frictionless, which is what counts. Consumers enter, win and get rewarded. All it takes is dialling a few digits on one's phone."
Burmeister agrees, "The success of the promotion lies in the simplicity of the campaign call to action, the USSD entry mechanism and the large number of prizes (R2 million of airtime, cash, phones, iPods and iPads were given away). The service was integral to the success of the campaign with the smooth running of the USSD line, allocation and delivery of prizes and good customer service."
Snackworks was acknowledged in the AVI annual report as having significantly enhanced its results due to an improved promotional activity grid that included the Bakers Win Big promotion.
This year the mechanism remains the same - the giveaways include R2 million in airtime, Blackberry phones and Samsung televisions - instant gratification prizes relevant to South African phones to keep consumers connected and entertained and likely to retain memorability of the brand.
"The marketers job is to sell more stuff to more people more often always and every day and that has to be the over riding objective. Keep it front and centre,' concludes Terry.
The promotion runs until August 2013.
