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Australian Trade Promotions Spotlight: September 2021

03 August 2021

Emma Tiberi

Promotions Lawyer

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Trade promotions that customers love

People love it when their favourite brands runs trade promotions and competitions.

Not only are they a terrific way to engage and build loyalty with your audience, but they are a huge opportunity to find new customers.

The Plexus Promotion Wizard team works with some of Australia’s most successful marketing teams and their trade promotions. Here are some you may have seen in the wild recently:

Win $1,000 a day for you plus $1,000 to do some good (Here’s To Good Project)

This game of chance promotion included both an incentive to customers, offering up a $1,000 prize to each daily winner, but also a charitable element, with the winner being able to nominate a charity for a $1,000 cash prize.

This trade promotion struck success not only because customers were excited to win for themselves, but also had a chance to feel good about their purchase because of the charity element.

Pringles Xbox Promotion

Running across Australia and New Zealand, this game of chance promotion had the goal of long-term interest from their customers.

Pringles found success by holding daily draws over their promotional period to keep consumers interested, with a winner of an Xbox Series X drawn every day over the 46 day promotional period.

This promotion also offered up a 7-Day Xbox Game Pass Ultimate for each entrant!

BWS Bonus Heineken Earbuds

For some brands, getting people to the checkout is the main purpose for the promotion.

Driving customers into stores to purchase and then online to claim, this promotion offered each successful claimant a pair of high quality and high value branded earbuds with the purchase of just two cases of Heineken beer.

Gift with purchase promotions are a huge incentive for customers. Because the earbuds could be collected in-store there was extra incentive for customers to purchase.

XXXX DRY C2W 1 of 3 Adventure Vehicles

Focusing your promotion on one particular location can help build brand loyalty with customers in your target region.

While this game of chance draw promotion was only open to QLD and NT residents, the prizes were massive, with a total prize pool of over $200,000.

An enticing advertising campaign showcased the Stessl 2020 630 Coastrunner boat and trailer, the Toyota Hilux Rugged X and the MDC Hauler Camper Trailer with 2 x Yamaha WR25OR dirt bikes, proving to be irresistible to entrants.

L'Oréal Garnier Hair Food Giveaway

While L'Oréal run a huge range of promotions, we see a huge response to the L'Oréal social media promotions in particular.

L'Oréal’s Garnier Hair Food Giveaway is an example of a successful social media promotion.

What appeals to entrants here is the straightforward entry mechanic (e.g. follow their social media accounts, tag a friend to enter the draw, comment using the fruit emojis which flavour you want to try and why? 🍉🍌🌰) and the relatively brief promotional period (ranging from 2 days to 2 weeks) meant that entrants didn’t have to wait long to see if they had won a prize.

These promotions can double the winning feeling, with the initial entrant and the tagged friend often qualifying for a prize.

Guaranteed compliance for your next competition, sorted.

Plexus Promotion Wizard offers end-to-end legal support for competitions & promotions. Custom T&Cs and the right permits without any hassles, 90% faster and half the cost of traditional legal firms.

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