Promotions

Why run promotions?

A well run promotion helps you to boost your business in a targeted and controllable way. You can run a promotion around many themes ...

How to run a promotion

Choose your objective and we'll suggest a promotional activity:

To increase customer awareness of particular products

• Sampling event
• Back bar display
• Price related promotion

To provide a special offer for a limited period

• Price related promotion

To increase trade during quieter periods

• Early evening spirit-mixer deal
• Midweek meal deal

To boost events

• Themed evening featuring related drinks promotions e.g. salsa night, karaoke, The Big Match - big screens can pull in crowds

Before you run a promotion

• Agree what you want to achieve from the activity
• Agree timings and brief your team thoroughly
• Choose activities that produce maximum impact
• Monitor the activity and measure the success

Communicating your promotion effectively will ensure you get maximum coverage.Your event could be activated using one of the following:

• Chalk boards
• Posters
• Optic strips
• Flyers
• Press release to local publication
• Back bar displays

Everyone's a winner

Varsity wanted to run some activity and to support the World Cup during summer 2002.

The activity included:

• Back bar displays featuring 'Coca-Cola' World Cup limited edition bottles
• Each bar received 30 CDs, 300 collector cards, posters, tent cards and fixture sheets
• Live screening of all World Cup matches
• An incentive for managers and area managers
• Individual outlets were encouraged to develop their own ideas for building trade
• Read the full case study

The World Cup display in Varsity, Huddersfield used visibility and promotional mechanics

*Source: Myles Doran, Marketing Director, Barracuda Group

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