Posted by Mike Woodgate on November 18, 2015
This past year, BTI worked closely with the Whirlpool Canada marketing teams to help develop a series of consumer promotions for three of their major appliance brands: Whirlpool, KitchenAid and Maytag.
While all these brands are leaders in the Canadian appliance industry in terms of consumer awareness, there is a lot of competition in-store, and thus even the strongest brands need something to help lead a customer along the path to purchase. Whether through an instant rebate offer, or savings on a multiple product purchase, these limited time promotions can do just that. Through the execution of a promotion, consumers are given a reason to believe in their purchase decision, and retailers are given the edge to help them close the sale.
What is important from the creative standpoint is to bring the brand to life in a consistent way within the context of an offer. This is done through creative naming of the promotion, along with the visual style and tone of language.
From a marketing standpoint, it is important to deliver promotions throughout the year to constantly drive sales. To deliver multiple promotions year round with a budget in mind, we develop promotional executions on 2 levels. For a bigger push, we develop a complete promotional package that includes both in-store printed POP and digital ad templates made available to retailers to use in their own ad spaces. To fill in the gaps between these larger promotions, secondary promotions are developed that are more retailer driven and don’t require a big ad spend. These promotions would include only the digital ad material and templates.
For Maytag in 2015, we launched major promotional campaigns in both February and May, plus 3 scaled-down, retailer driven promotions spread out over the rest of the year. These promotions helped spike sales on Maytag appliances at key periods during the year.
A similar approach was taken with Whirlpool and KitchenAid brands, launching major promotions in key periods without overlapping major promotions across the three brands.
Let BTI develop a consumer promotion that will help you build brand momentum and generate sales. Get in touch with us.
Major Promotions for Maytag brand include print elements and digital advertising templates
Secondary promotions for Maytag brand to run in periods in between major campaigns
Three major promotions for KitchenAid brand in support of their 2015 product launch
Major and secondary retailer driven promotions for Whirlpool brand