Magazine article Marketing

Premiums with Pep

Magazine article Marketing

Premiums with Pep

Article excerpt

Premiums pull in the punter without posing a risk to brand image - no wonder they are so popular.

Innovation, brand synergy and sheer greed. This is what fuels the growing incentives market and the business prospects of more than 400 exhibitors at Incentive 95.

Premiums make hard-hitting promotions and pose less of a risk to profits and brand image than price cuts. And while business gifts may not be wholly politically correct, freebies are still being doled out in the name of customer care.

Products associated with leisure markets continue to romp ahead as consumers attempt to combine a little escapism with the daily grind. Add food to the mix, and success is almost guaranteed - which is why picnic and barbecue equipment is still a very big growth sector.

Thermos is headlining a new range of flasks, barbecues and coolboxes, while character licensing has turned children's lunch-boxes into an increasingly popular fmcg promotional choice.

Picnic mania has prompted Mainline Promotions to launch a new division - called Coolers by Design - which has signed up large manufacturers from the US and Italy in order to meet a growing demand for this type of incentive.

And trading-up in the barbecue market is behind the move that electrical appliances brand Tefal UK has made into gas equipment for the first time.

Tefal's gas barbecue is among a clutch of incentive ideas linked to emerging consumer trends in the kitchen, including a recent retail hotshot, the Steam Cuisine, which will get TV backing this year.

Addis has come out of the broom closet to exploit increasing demand for houseware products as premium gifts, or self-liquidating premiums, which follows a growing interest in home and workplace hygiene.

In promotional clothing, meanwhile, The Magic Touch has unveiled a photocopier paper which could solve the problem of set-up costs, which are the major obstacle for low volume buyers. Its product is a photocopier paper which, when used with a colour copier, can transfer any image onto fabric, plastic or metal, providing cheap one-offs as well as larger runs.

Books score with a high perceived value, but few companies realise they can adopt an A-list title for a relatively small print run - it's not all bespoke or bin-end products. AA Publishing, for example, talks to potential clients a year or more in advance so that small runs can be tacked onto its publishing schedule and thus recoup economies of scale. …

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