Promo - May 2008 - (Page 11)

The Players W For more articles on retail marketing go to www.promomagazine.com/retail Newsletter Web RSS Webinar Conference Podcast call: 877.220.6453 email: giftcards@nike.com snoipmahC ruoY etavitoM snoipmahC ruoY etavitoM snoipmahC ruoY etavitoM snoipmahC ruoY etavitoM snoipmahC ruoY etavitoM snoipmahC ruoY etavitoM snoipmahC ruoY etavitoM snoipmahC ruoY etavitoM real popularity with gift cards.” Is $20 enough of an incentive for products that cost more than $350? “We think it’s a real good carrot,” Larsen says. “Twenty dollars in gas for power equipment will last a long time.” Similarly, people who apply for a credit card with Shell Oil through June 30 can earn 25 cents per gallon off their first 100 gallons of Shell gasoline. Cardholders then receive a $25 Shell gift card by mail redeemable for gas, car washes, food or repair service. For Shell, the aim is to build loyalty, says Karyn LeonardiCattolica, Shell’s external affairs retail channel manager. “The Shell gift card is a proven way to motivate customers to try Shell-branded gasoline for themselves,” she adds, declining to cite specifics. “Hopefully, these drivers will become loyal to the Shell brand based on their experiences paid for by the Shell gift card.” Not everyone uses the term “gift card” in their pitches. Staples, for instance, sends to lapsed customers and prospects cards that act like coupons, but look and feel like gift cards. A recent mailing gave $25 off a $50 or more purchase. The company sees a 20% to 30% greater response with the card compared to a paper coupon, says Stacy Gilmore, Staples direct mail manager. “People want the lowest price, and this is going to get them into the store,” Gilmore says. “It provides an incentive that says, ‘Here, come and try us out.’ It definitely gets people in the door.” Best Western is using a $50 travel card tied to an event by Harley-Davidson celebrating the motorcycle company’s 105th anniversary. The hotel chain’s aim: generate interest in its Ride Rewards loyalty program, which is being promoted via Canadian Harley retailers. The card works like cash and can be used at more than 4,200 hotel locations worldwide. “During this economic downturn, Best Western has actually increased its budget for marketing and sales,” says Dorothy Dowling, senior vice president, marketing and sales, Best Western International. “We’re stepping up our promotions and advertising to help move market share to our brand. “The idea of a free travel card, whether it’s offered through our Harley-Davidson promotion or as a redemption option through the Best Western Rewards program or another loyalty program, can help people supplement their travel expenses in P a slowed economy,” she adds. l SET THE BAR HIGH encourage excellence Motivate Your Champions Nike Gift Card No Expiration. No Fees. Corporate Discounting Available. http://www.promomagazine.com/retail

Table of Contents Feed for the Digital Edition of Promo - May 2008

Promo - May 2008 Contents Editor's Note Eyeballs All the Same... NBC Makes 'Law & Order' a Mobile Game Recession Rewards Comfort Virally Toaster on Wheels Commentary Ay Caramba! The 2008 Interactive Marketing Awards Winners How Bulletproof? Q&A: What a Ride Resource Center The Agency Center Blogging 101 Index of Advertisers

Promo - May 2008

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