Consumer marketing

 

CONSUMER MARKETING ESSENTIALS

Ace Target Consumer Marketing Services initially offered sales promotions (consumer promotions).

Consumer promotion – this consists in prices and/or premium offers, through a personalized knowledge of customers and brands (by demonstrating, testing, tasting, and sampling); special offers and advantages are available for a limited period of time. Promo actions are managed by specific personnel, representing the interests of the brand.

Today’s promotion includes helping the consumer to make informed choices in favor of the brand, building and supporting brand image, creating and deepening the customer-brand relationship. In some cases, it constitutes the basis for an integrated advertising campaign.

Basic consumer promotion techniques are: distribution of samples, tastings, advice, guaranteed awarding of gifts, instant and deferred prize-draw lotteries, sales support animations.

Ace Target offers you well-honed skills, creativity and bright ideas to work with consumers efficiently.

 

CONSUMER MARKETING OPPORTUNITIES

Consumer promotion includes a personal representative of the brand communication as well as the consumer, thus giving the company the opportunity to actively influence the buyer’s decision. This is the most effective conventional consumer promotion in order to get customers to know new products on the market and encourage purchases of new primary goods. This is particularly true in the competitive segments, but as these now include virtually all consumer goods (FMCG), distributing samples or offering a free tasting is becoming the surest and shortest way to create the consumers’ familiarity with the new good.

 

Consumer promotion is indispensable to marketing products when mass advertising is restricted or prohibited. Tobacco and liquor can be effectively promoted only by btl methods. Maintaining high sales of impulse goods (soft drinks, packaged snacks, etc.) typically benefit from consumer promotion.

Consumer promotion is quite different from mass communication. Therefore, its specific advantages are easier to understand by comparison:

First, television, outdoor advertising and traditional media in general have no interactivity, obviously because there is no dialogue with the consumer.  

Secondly, a TV ad has no immediate result: the induced purchasing act will come much later (if at all); moreover, there are a lot of competing brands between the targeted consumer and the promoting company.

Thirdly, consumer promotion can be effectively applied to a greater or lesser extent. Using this technique successfully solves local problems: eliminating third parties, countering regional competitors.  

The fourth main advantage is the opportunity to reach a very specific target audience. Promotional campaigns can clearly be aimed at consumers with certain sex, age and social characteristics. Finally, consumer promotion can be organized and successfully carried out without spending vast amounts of money, which cannot be done when advertising on TV.

Learn more about consumer promotion

 

ACE TARGET CONSUMER MARKETING SERVICE OFFER

Ace Target offers a wide range of consumer promotion services. consumer promotion. By using a different kind of marketing engineering, you can solve most issues pertaining to the acquisition of loyal customers.

 

Samplings and tastings

In order to launch a new product / product range effectively into any market, these techniques offer an important advantage: the consumer really gets the opportunity to know the product; he/she does not spend any money, but gets a valuable customer experience. Sampling is efficient with the following product types: tea, coffee, sauce and mayonnaise, confectionery.

In a word, whenever the consumer would rather “stay cautious”, refusing to put his / her trust in a rather expensive new commodity. Tired with the conventional “over-emotional” advertising, many consumers prefer buying goods that give them total satisfaction in terms of taste and quality.

That is why samplings and tastings have been gaining popularity in Russia since the increase in brands competition. In practice, well-organized tastings are almost as effective as the much more expensive promotional gifts.

Ace Target is ready to provide high-tech and innovative marketing solutions for samplings and tastings of most products.

 

Working with consumers of competing brands

Exchanging brands (switch-sampling) can be used accurately on target audiences, and its main advantage consists in its high efficiency against rival brands.

The consumer has to send proof of use of a competing brand, usually an empty or partially filled package / wrapping. If the consumed brand is not included in the exchange list, there is no issuing of the sample in question. Loyal consumers receive either verbal thanks or a small gift. This is a most selective technique, affecting the consumer of competing brands as no other, providing the best opportunities.

 

Rewarding consumers for purchasing.

A gift for your buy - one of the main tricks of the trade to stimulate sales, and it is worth using: the customer sees the gift and absolutely wants to get it. It helps to create an interest around a particular brand. Original items with the company logo may be strong supports for brands, e.g. the Nescafe logo (white on a red background).

The “a gift for your purchase” tactics handles a variety of challenges. It helps building an additional motivation for buying, aimed at both loyal and disloyal consumers. Ace Target uses various techniques to improve gift appeal on customers and provide selective distribution to target audiences.

Ace Target has a ten year long experience in choosing the right gifts, while optimizing production costs. We work directly with suppliers of promotional gifts in China, as well as with Russian producers of original souvenirs, plastic packages, exclusive printings, etc. This enables us to offer a wide selection of promotional gifts at very competitive price.

 

Creative contests for consumers

Particularly loyal or very active consumers are the perfect audience for creative competition. The randomness of lottery will be replaced by the struggle of talents! This marketing technique gives scope for creative brands. Do not expect loyal customers to come up with your slogan instead of branding agency, though. But here is a means to gain new adherents and brand advocates.

Ace Target will offer you motivating ideas, not commonplace contests. Do not miss the chance to increase the number of supporters of your brand. By integrating the capabilities of an interactive promotional site, you can significantly increase the number of potential customers as well as widely disseminate full information about the contest in social networks.

 

Instant and deferred lotteries

Instant lotteries are one of the most efficient tools in consumer marketing. A big plus: the instant lottery player instantly sees the results, and the manufacturer controls its costs. Instant lotteries have been increasingly replacing the “a gift for your buy” promotional actions.

Ace Target has been developing a complete set of marketing instruments dedicated to lotteries. We also calculate the prize money and quickly carry out legally registered lotteries. The agency is able to carry out all the necessary procedures, putting funds into a dedicated account, providing complete tax documents, getting the lottery done and the prize money delivered to the winner.

By using Ace Target services in order to organize your lottery, you will be certain that everything will be done according to the law. We will make sure that your tax arrangements are safe and sound. We will offer you a limited time frame for the registration and organization of your lottery of choice, for a reasonable price.

 

HoReCa Sales Animations.

This is another popular sort of promotional actions. The sales animation system has been particularly used with HoReCa schools. Brands have the opportunity to become a member of the pageant, contest, series of games, etc. with the promoter.

Animation is valuable when you sell an expensive product and want to position your brand through additional symbols and extra rituals.

Animation enables you to make contact not only with a single user at a promotional booth, but with numerous potential customers. This is the reason why sales animation is common practice on in large stores, where there is opportunity for such a kind of short performances.

Ace Target organizes animation sales at a high level. Female models, high-quality design, interesting ideas for consumer entertainment - there are plenty of reasons for booking this service with us.

 

Consumer advice.

Advising consumers is especially important for expensive and technically sophisticated products, such as computers, household appliances and tools. The consumer’s final decision to buy a particular brand often depends on the shelving. And the importance of selecting a qualified salesperson cannot be overemphasized.

Ace Target consultants, selected for long-term training programs, are fully-fledged experts: they are able to help consumers select the desired item. Unlike the corporate consultant in a seller outlet, who stays focused on a specific range of products under a brand name, and, as a general rule, is far better versed in the promoted product.

An important advantage of consumer advising is the high economic efficiency for the client. In 90% of cases, hiring a consultant does not only pay off, but it also allows the company to experience a substantial increase in sales. Come and work with Ace Target: we will make the process less costly and technically viable.

 

CONSUMER PROMOTION WITH ACE TARGET

Consumer promotion is currently an expensive kind of targeted marketing communication. Its implementing is a serious matter and we take our clients very seriously. Ace Target pays great attention to the constant development of tools and techniques designed for consumer promotion. That is the reason why we have developed a special training system for promoters (see Ace Target training system) and a set of documents for promotional action organization (see documents for promotional action organization).

You can contact us to book a full comprehensive service or purchase some of its elements:

• development of creative ideas and engineering of promotional actions
• recruitment, training, supervision of staff;
• developing and conducting training sessions for promo personnel
• design and manufacturing of promo staff uniforms;
• design and manufacturing of promotional equipment