Magazine article Marketing

Hotpoint Teams Up with Charity

Magazine article Marketing

Hotpoint Teams Up with Charity

Article excerpt

Hotpoint teams up with charity

The UK's leading white goods manufacturer, Hotpoint, has launched the sector's first joint promotion with a charity in a desperate attempt to breathe life into the market.

For three months from October - usually the white goods' sales peak - Hotpoint will donate 5 [pounds] of equipment to Barnardo's Homes for every appliance sold. Each Hotpoint customer gets a donation form to return by post together with a proof of purchase, and every valid form received will activate a contribution to the "Hotpoint Barnardo's Appliance Appeal".

Participating customers will get a Cashback Voucher Booklet from Lever Brothers worth up to 7.50 [pounds]. The promotion is backed by 250,000 [pounds] of press advertising.

All the money raised will go direct to the national children's charity Barnardo's in order to equip its residential projects with new Hotpoint appliances.

The promotion, by sales promotion agency Marketing Triangle, represents a radical step for the white goods sector, where discounts and credit deals are the traditional incentives to buy. But with interest rates high, low or no interest deals are prohibitively expensive, and price cutting is widely perceived as defeatism. …

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