Your Source of Information for Package Promotions
#4: Starting To Plan
For Your On-Pack or In-Pack Promotion
quick overview of what needs to be done to successfully execute
an in-pack or on-pack promotion:
do you want to run the promotion and WHO do you want to see it?
What is your objective? Is it to gain new trial? To get current
users to buy more frequently? Communicate a new benefit? To address
a competitive or market specific situation? Who is your target audience?
Why you want to run your promotion has a significant impact on the
theme and creative used in the promotion.
will you run the promotion?
How many weeks? What are the dates? Do you have enough lead time
to get the materials produced?
many pieces do you want?
On how many packages? What's the quantity you'll need to print?
there any production concerns?
How will you get the printed piece into or onto your package? Are
there any production limitations?
much do you want to spend?
What's your budget? How many more sales does your promotion have
to generate in order to break even? To make money? Is it realistic?
will you measure your results?
What criteria will you use to judge whether or not your promotion
Once you have
addressed these questions, you are ready to put your plan into action!
If you need any help, please call the Graham Group (636) 537-7858.
#5: A Quick Planning
The key to
executing a successful in-pack promotion is quality advanced planning.
Here is a quick checklist of important things to consider:
- Is your promotional
concept strong enough to generate interest among your target audience?
- Have you
allowed adequate lead time for the production of the materials?
- Is the promotion
in legal compliance?
- Is your Plant
Manager aware of the promotion and his responsibilities?
- Have samples
of the in-pack material been tested to be sure it can be run efficiently
in your plant?
- Have you
made arrangements for fulfillment?
#6: Development Calendar:
Allow for Adequate Lead Times
by far the most critical element in executing a successful in-pack
or on-pack promotion. Even a few minutes "off schedule"
can create havoc with a production run. It all comes down to the
moment the coupon is inserted into the package or affixed to its
exterior. If the coupons are not delivered to the plant on time,
the production run will most likely go on without including your
promotion. Or worse yet, if the materials aren't compatible with
the plant's equipment, a line shut down might occur. And then everyone's
unhappy, including the boss.
Be sure to give
yourself adequate lead time. It's best to have your materials arrive
early at the plant and have the confidence they will run smoothly.
Here's a quick reference guide for timing the development of your
Development and Planning: 6 - 8 weeks
- Creative Design & Approval: 3 - 4 weeks
Bids: 1 - 2 weeks
- Material Acquisition: 4 - 6 weeks
- Printing: 2 - 3 weeks
Test Run: 1 week
of these steps overlap and/or can be condensed. But the point is
to give your adequate lead time to make adjustments! Rushing a job
always results problems. Good promoting!
Topic #7 Put the Right People On Your Promotional Team
0When planning and executing in-pack or on-pack promotions, it is important to get the right people involved at the very beginning. It can save you a lot of headaches down the road.
Often overlooked, the input of the Operations Department is critical. The physical execution of the program can make or break your program before it even hits the eyes of the consumer. Involve the Operations people even at the plant level. They know their equipment and can provide you with invaluable insight as to what will and will not work on their equipment.
The last thing you want to do is create a piece that won’t run on the plant’s equipment and cause the plant a lot of inefficiencies or down time. If that happens, it is almost guaranteed that you will never run another in-pack or on-pack promotion at that facility.
Put the Operations guy on your team at the planning stage. You may have created a can’t miss concept, but with out execution at your plant it’s dead in the water.
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