With the surge in social and mobile media, brand owners seek to drive promotional activity online. One of the key methods of achieving this is using an effective on-pack campaign that specifically incorporates incentives to drive customer engagement.
"Incentives such as competitions, inserts, vouchers, scratch-off panels, SMS text promotions and collectables all help to win over the consumer," says Timothy Beattie, GM of Pyrotec PackMedia. "One way of achieving this would be by using multi-page leaflet label that helps communicate large amounts of data on-pack, including promotions, brand benefits, cross-range product details and multi-lingual information."
However, it is essential that an integrated and strategic promotional campaign is properly in place. "A large percentage of FMCG goods are now sold on promotion. People expect discounts and giveaways as standard, so these campaigns need professional management to enable them to work effectively."
Numbered promotions allow these 'instant wins' to operate seamlessly and can include unique random numbers, variable winning numbers or combinations of the two spread evenly through the printing process. "It is important that these campaigns are professionally planned, as promotions can backfire if not properly executed," reminds Beattie.
The company offers a one-stop shop for numbered competitions and giveaways. Its unique inspection verification system software processes the variable data to avoid duplication, thereby successfully executing each campaign.
"The added benefit of this system is that it provides customers with a record of the variable data 'live' codes printed on the leaflet to ensure that the promotion meets industry standards.
"Unique random numbering is an effective tool in the implementation and management of a marketing campaign. Through its application, on a space-efficient label, brand owners are able to successfully boost sales and increase customer engagement," concludes Beattie.
For more information, go to www.packmedia.co.za.
