Promo - October 2008 - (Page 15) Industry Trends Report 2008 second place at 26.8%. Ad specialties is third at 17.1%. More firms are running joint promotions—42%, compared with 36% last year. And a growing number are conducting entertainment tie-ins— 28%, up from 15% in 2007. Case in point: 7-Eleven. It has put more focus on show business in an effort to reach its core consumer: the 18-year-old male. It recently created products around the films “Iron Man” and “The Incredible Hulk” and the video game “Madden NFL ’09.” Entertainment programs allow 7Eleven to choose a specific target and then reach it through multiple merchandising and sales activities at the retail level. “Entertainment is fun and people like to feel they are having fun with a brand. That’s how you build toward advocacy, because people feel like you really get them,” says Bobbi Merkel, the director of convergence for FreshWorks, 7-Eleven’s agency. “It really does extend the amount of time and the opportunity for someone to interact with a property.” PROMO 2007 DON’T KNOW CONSUMER PROMOTION BUDGETS 2008 DON’T KNOW 11% 12% * INCREASE * 30% INCREASE STAY THE SAME STAY THE SAME 42% 41% 38% DECREASE *NO ANSWER 16% DECREASE *NO ANSWER 7% 2% 1% NUMBERS MAY NOT TOTAL 100% DUE TO ROUNDING. TRADE PROMOTION BUDGETS 2008 DON’T KNOW 2007 DON’T KNOW METRICS How do brands measure promotional success? Sales growth aside, the top metric is brand awareness, followed by ROI. And many respondents cite four variables: incremental sales, response rates, lead generation and increased customer knowledge. Of those who track ROI, half base it on campaign response. A third examine the total marketing campaign value and a third bottom-line profit. In addition to these three metrics, respondents also examine attendance, customer referrals, news clippings, Nielsen ratings information, viral chatter and Web site traffic. Meanwhile, there’s been a change in the way marketers assess promotional agencies. The main Continued on page 18 18% 18% * INCREASE * 23% INCREASE 30% STAY THE SAME STAY THE SAME 44% 47% DECREASE *NO ANSWER 13% DECREASE 6% 2% Promo / WWW.PROMOMAGAZINE.COM / October 2008 15 http://www.promomagazine.com
Table of Contents Feed for the Digital Edition of Promo - October 2008 Promo - October 2008 Contents Editor's Note 'Happy' World Legal Challenges Enter the Dragon 2008 Industry Trends Report Overview Direct Mail E-mail Coupons Event Marketing Games, Contests and Sweeps Interactive Licensing Loyalty Marketing Mobile Marketing P&I Product Placement Retail Sampling Q&A: Hoop Dreams Pro Awards Finalists Resource Center The Agency Center Compassion Fatigue Index of Advertisers Promo - October 2008 Promo - October 2008 - Promo - October 2008 (Page Cover1) Promo - October 2008 - Promo - October 2008 (Page Cover2) Promo - October 2008 - Contents (Page 3) Promo - October 2008 - Contents (Page 4) Promo - October 2008 - Contents (Page 5) Promo - October 2008 - Editor's Note (Page 6) Promo - October 2008 - Editor's Note (Page 7) Promo - October 2008 - 'Happy' World (Page 8) Promo - October 2008 - 'Happy' World (Page 9) Promo - October 2008 - Legal Challenges (Page 10) Promo - October 2008 - Legal Challenges (Page 11) Promo - October 2008 - Enter the Dragon (Page 12) Promo - October 2008 - Enter the Dragon (Page 13) Promo - October 2008 - 2008 Industry Trends Report (Page 14) Promo - October 2008 - Overview (Page 15) Promo - October 2008 - Overview (Page 16) Promo - October 2008 - Overview (Page 17) Promo - October 2008 - Overview (Page 18) Promo - October 2008 - Overview (Page 19) Promo - October 2008 - Direct Mail (Page 20) Promo - October 2008 - Direct Mail (Page 21) Promo - October 2008 - E-mail (Page 22) Promo - October 2008 - Coupons (Page 23) Promo - October 2008 - Event Marketing (Page 24) Promo - October 2008 - Event Marketing (Page 25) Promo - October 2008 - Games, Contests and Sweeps (Page 26) Promo - October 2008 - Interactive (Page 27) Promo - October 2008 - Licensing (Page 28) Promo - October 2008 - Licensing (Page 29) Promo - October 2008 - Loyalty Marketing (Page 30) Promo - October 2008 - Loyalty Marketing (Page 31) Promo - October 2008 - Mobile Marketing (Page 32) Promo - October 2008 - Mobile Marketing (Page 33) Promo - October 2008 - P&I (Page 34) Promo - October 2008 - Product Placement (Page 35) Promo - October 2008 - Retail (Page 36) Promo - October 2008 - Sampling (Page 37) Promo - October 2008 - Q&A: Hoop Dreams (Page 38) Promo - October 2008 - Q&A: Hoop Dreams (Page 39) Promo - October 2008 - Q&A: Hoop Dreams (Page 40) Promo - October 2008 - Pro Awards Finalists (Page 41) Promo - October 2008 - Pro Awards Finalists (Page 42) Promo - October 2008 - Pro Awards Finalists (Page 43) Promo - October 2008 - The Agency Center (Page 44) Promo - October 2008 - The Agency Center (Page 45) Promo - October 2008 - The Agency Center (Page 46) Promo - October 2008 - Compassion Fatigue (Page 47) Promo - October 2008 - Compassion Fatigue (Page 48) Promo - October 2008 - Compassion Fatigue (Page 49) Promo - October 2008 - Compassion Fatigue (Page 50) Promo - October 2008 - Compassion Fatigue (Page 51) Promo - October 2008 - Compassion Fatigue (Page 52) Promo - October 2008 - Compassion Fatigue (Page 53) Promo - October 2008 - Compassion Fatigue (Page 54) Promo - October 2008 - Compassion Fatigue (Page 55) Promo - October 2008 - Compassion Fatigue (Page 56) Promo - October 2008 - Index of Advertisers (Page 57) Promo - October 2008 - Index of Advertisers (Page 58) Promo - October 2008 - Index of Advertisers (Page Cover3) Promo - October 2008 - Index of Advertisers (Page Cover4)
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