The Institute of Promotional Marketing (IPM) today announces an innovative collaboration with SpaceandPeople, Europe’s leading commercialisation space specialist, to launch CORE (Campaign Optimiser for Retail & Experiential), a ground-breaking insights platform designed to empower campaign and brand activation teams with valuable data.

Research carried out amongst major agencies by SpaceandPeople identified that better insight into campaign effectiveness was critical to measuring ROI and, as the premier trade body representing the promotional marketing industry for over 90 years, the IPM also recognised the pressing need for robust metrics and benchmarks in experiential marketing.

By using CORE, campaign managers, agencies, and brands can gain access to comprehensive insights gleaned from live experiential, sampling and pop-up retail activations, including footfall analysis, sample distribution metrics, sign-up rates, and category preferences. Agencies are invited to submit data on an ongoing basis via CORE ensuring that the data is always current.

 “Experiential marketing campaigns often face challenges in substantiating spend and demonstrating effectiveness. While tangible metrics can be integrated, a universal benchmark has been lacking. CORE addresses this gap by aggregating anonymised data to establish benchmarks, enabling agencies to position experiential campaigns as an indispensable component of the marketing mix. Additionally, it facilitates more accurate spend forecasting and enhances ROI reporting to clients.”

Emma Kirk, IPM General Manager

“At SpaceandPeople we’re very familiar with the reasons why experiential excels as a medium; its ability to deliver qualitative deep and meaningful brand education to live audiences is just one advantage it has over other mediums. But we’ve also found these advantages can get overlooked at the campaign planning and budgeting stage in favour of mediums that are perceived as more quantitative.

CORE is an investment in our belief that experiential and retail activations are uniquely measurable – the launch of this benchmarking tool is a major step towards providing agencies with an industry recognised means to justify spend and location choice, and to assess ROI.”

Nancy Cullen, CEO SpaceandPeople

15th January 2024

The IPM is thrilled to announce the outstanding achievements of its esteemed members, ZEAL Creative and Umbrella, at the recent EACA IMPACT awards. The promotional marketing landscape witnessed a remarkable showcase of creativity, innovation, and strategic brilliance, and we are delighted to celebrate the triumph of ZEAL winning three awards, including the Grand Prix, and Umbrella securing a well-deserved silver for their Flavorfest campaign.

ZEAL’s Grand Slam: A Hat-Trick of Excellence

ZEAL, walked away with not one, not two, but three prestigious awards from the 2023 EACA IMPACT Awards. The Grand Prix, was awarded to ZEAL for their exceptional campaign “Raise a Glass to SeaGrass” for Carlsberg in collaboration with WWF that demonstrated unparalleled creativity, strategic thinking, and effectiveness.

“We’re proud to have continued our work with WWF to create a better tomorrow for our planet, whilst also helping our consumers to make a big difference, simply by choosing Carlsberg. Our ‘raise a glass to seagrass’ campaign tapped into key consumer motivations, aligned with customer strategic priorities and unlocked additional standout feature space. Proof that purpose-led activation can deliver outstanding commercial results.”

Head of Marketing for Carlsberg, Sam Johnson.

In addition to the Grand Prix, ZEAL secured two more awards in recognition of their outstanding contributions to promotional marketing. The first award celebrated ZEAL’s innovative ability to engage audiences through experiential for their Vivera – World Kebab Day activation, which saw them play on the term “dirty kebab” and turn it clean by introducing a tasty meat-free alternative, securing them silver in the experiential/sponsorship category.

They then went on to claim two awards in the shopper category, bronze for their outstanding Nestle ShAero campaign which celebrated and emphasised the importance of sharing following the COVID-19 pandemic and the Grand Prix winning entry “Raise a Glass to Seagrass” with Carlsberg and WWF which, by fostering the partnership between the two, contributed positively to key environmental and sustainability factors by planting climate protecting seagrass.

The success of ZEAL at the IPMACT Awards underscores the institute’s commitment to promoting excellence, innovation, and ethical practices within the promotional marketing industry.

Finding out that we have won the IMPACT Awards European Grand Prix was a dream Christmas present for ZEAL and for our lovely clients at Carlsberg. We use the word IMPACT to define the core of what ZEAL does for all our clients, so this award couldn’t be more perfectly named for us.

The Carlsberg Seagrass campaigns is one of those campaigns everyone is proud to have worked on. The partnership with the WWF allowed Carlsberg and their customers to play a direct part in restoring the sea bed, just by buying your favourite beer. It raised the profile of climate issues instore and our cute hero seal (on-pack and on POS) helped to deliver outstanding displays, IMPACT and sales results. Our thanks go to everyone who helped to make this ambitious campaign happen.

Stewart Hilton, Founder & Joint CEO, ZEAL Creative

Flavourfest Strikes the Right Chord

Umbrella, another distinguished member of the IPM community, achieved a notable milestone by clinching a silver award in the B2B Marketing category for their outstanding Flavourfest campaign.

The Flavourfest campaign for Diageo, conceptualised and executed by Umbrella, presented an exciting opportunity for independent retailers to win a £5,000 store makeover. Championing Diageos range of flavoured sprits across the summer period the silver award acknowledges the campaign’s effectiveness in achieving marketing objectives while captivating the target audience with a valuable and sector-relevant promotion.

IPM is proud to have Umbrella among its members, showcasing the diversity of talent and expertise within our community. The Flavourfest campaign not only reflects Umbrella’s commitment to delivering excellence but also serves as an inspiration for aspiring marketers looking to make a mark in the promotional industry.

“We are delighted to receive the silver award in the EACA IMPACT Awards B2B category for our Diageo Flavourfest campaign. This recognition is a testament to the hard work and expertise of the talented team at both Umbrella and Diageo. The campaign successfully achieved phenomenal standout within a wholesale environment thanks to an unusual prize headline that resonated with independent retailers during a cost-of-living crisis.

This resulted in an extremely strong performance in terms of engagement and uplift. The campaign enabled several brands to pool budgets for a more impactful, cost-effective promotion.

Winning this award reinforces our commitment to excellence in promotional marketing, and we are grateful for the acknowledgement from industry experts right across Europe.”

Linda Wise, Umbrella

To view the full list of EACA IMPACT award winners click here. 

14th December 2023

The festive season is not only a time of joy and celebration but also a crucial period for businesses to capitalise on increased consumer spending. As we approach 2024, the role of promotional marketing in this season gains heightened importance, becoming a key driver in shaping consumer preferences, enhancing sales, and fostering lasting brand loyalty. In this article, Emma Kirk interviews industry expert, Catherine Shuttleworth, who delves into the importance of promotional marketing during the festive season and explores how it is poised to be a game-changer in the business landscape of 2024.

The Extended Embrace of Black Friday

Evolving from a single-day event to encompass the entire month of November, Catherine begins by acknowledging the undeniable influence of Black Friday. Highlighting that when surveyed 55% of younger shoppers said they were planning to spend on Black Friday, making it a vital part of the seasonal calendar.

“I think it’s true that all of us are looking for ways to make our Christmas spending stretch this year, so we will be looking for discounts where we possibly can and choosing our retailers be it online or in-store, based on what discounts are available.”

Catherine Shuttleworth, Savvy Marketing Founder.

Personalisation and The Pursuit of Value Takes Centre Stage

Catherine identifies a key trend—consumers are increasingly seeking personalised offers. Leveraging customer data, brands are tailoring promotions to individual preferences, creating a unique experience for each shopper. Time-limited offers add an element of urgency, enticing consumers with the promise of deeper discounts. As consumers aim to stretch their Christmas spending, the pursuit of discounts becomes a driving force in choosing where to shop. Whether online or in physical stores, consumers are drawn to retailers offering the most attractive deals. This, Catherine notes, will be the overarching theme defining this Christmas and extending into the upcoming year.

Sports and Promotions: A Winning Combination

Looking ahead to 2024, Catherine predicts a surge in promotional activities related to major sporting events. Football, in particular, is expected to take centre stage, with both official and unofficial partners participating in creative promotions around the 2024 UEFA EURO competition. The excitement extends to other sports like cricket and women’s sports, promising a year filled with engaging promotional activities.

Unpacking the Future with On-Pack Promotions

Catherine identifies a significant opportunity for “on-pack promotions” in 2024. With loyalty cards dominating consumer attention, brands are exploring ways to utilise their own media, specifically, on-pack promotions—to connect directly with consumers and foster brand loyalty. This strategy allows brands to step beyond the confines set by retail media.

Here at The IPM we see an exciting and innovative mix of on-pack promotion campaigns from our members and across the industry. Campaigns incorporating not just offers but also the likes of prize promotions are having great impacts for brands in retaining and attracting new customers.

Data-Driven Decision Making

Savvy Marketing speaks with a thousand shoppers monthly revealing crucial insights into consumer preferences. These shoppers favour deals providing clear, tangible value, like year-long free utilities or trial subscriptions to services like Spotify. This emphases that consumers are making purchasing decisions based not only on price but also on the overall benefits and value offered by a brand.

As we wrap up our conversation with Catherine Shuttleworth, it’s evident that the promotional marketing landscape is evolving towards a more personalised, value-driven future. From the extended influence of Black Friday to the anticipation of event-related promotions and the strategic use of on-pack promotions, 2024 promises exciting developments for marketers. Stay tuned for more insights into the ever-evolving world of promotional marketing.

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22nd November 2023

Introduction to the Modern Marketing Mix

The four Ps of marketing—Product, Price, Place, Promotion—theorised by Neil Borden in the 1950s, have long served as the pillars of marketing theory. These elements are essential in crafting a marketing strategies that effectively bring a product or service to market. However, in today’s fast-paced, technology-driven world, marked by constant noise and innovation, one might begin to question the relevance of these traditional concepts. Promotional strategies in particular have evolved, moving beyond established methods to embrace more personalised, immersive techniques like influencer collaborations, obscure brand partnerships, augmented reality and experiential marketing. This evolution reflects a broader trend in marketing: a shift from a transactional focus to a relational, consumer-centric approach. Products now include digital services evolving with consumer feedback, dynamic pricing models incorporating real-time data, and the concept of place has expanded beyond physical locations to encompass digital marketplaces and global accessibility. Yet in this changing landscape, the core principles of the four Ps remain integral to any marketing strategy, but their success lies in how they are tailored to fit the contemporary market environment.

Deep Dive into the Marketing Mix

Product or Service: Central to the marketing mix are the products or services offered by a company. Development, branding, and quality considerations are paramount in ensuring a compelling market presence. In today’s world, this can also include digital goods and services with a focus on customisable offerings and continuous improvements based on user feedback.

Price: Setting the right price is critical. It involves considerations such as cost, competition, and perceived value by the target audience, impacting the overall success of the product or service. Price strategy is more dynamic than ever, incorporating algorithms that respond in real-time to market demands and consumer behaviour. Subscription and freemium models are also becoming increasingly popular, especially in digital products.

Place: Distribution channels and product accessibility are vital components of the marketing mix. Ensuring the right presence in the market guarantees accessibility to the target audience. Place traditionally refers to the physical location where a product was sold, like stores or distribution points, but in the wake of the digital revolution, this definition has since expanded to include E-commerce, online marketplaces, and digital distribution channels with global accessibility.

Promotion: The linchpin of the marketing mix, promotions encompass a variety of strategies such as advertising, public relations, personal selling, and sales promotions. This element plays a dynamic role in communicating the value of products or services to the target audience. With the rise of influencer partnerships, targeted online advertising, data analytics and experiential marketing, the promotional landscape is rapidly embracing some of the most innovative, personalised, and interactive ways to engage with consumers.

The Power of Promotions

Promotions offer a flexible and powerful tool for companies to adapt and respond to market challenges, like the current cost of living crisis. They can ease financial burdens through special deals, channel consumer behaviour with incentives, and leverage the power of influencers for brand differentiation.

“Over the years as technologies have evolved, so has the concept of promotional marketing. As well as the traditional methods of sales promotions, incentives and competitions, new methods of promotion are taking centre stage brining to light methods such as experiential marketing and influencer promotion. With so many methods of delivery at our fingertips, it has never been a more exciting and creative time to be working in the marketing industry.”

Emma Kirk, General Manager, The IPM.

Increasing Brand Awareness

Effective promotional strategies are instrumental in creating and elevating brand awareness. Beyond just introducing a product or service to the market, the focus is on cutting though the noise and resonating with the target audience, be it through a time sensitive digital discount, immersive experiential pop up, or carefully composed loyalty programme. These tactics not only capture the audience’s attention but also encourage engagement and sharing. The strength of promotional marketing in increasing brand awareness lies in its ability to adapt to various platforms and consumer preferences, ensuring that the brand’s message is not just seen but also felt, remembered and acted upon.

Boosting Sales

Promotional marketing excels in its ability to generate immediate sales results while also building a foundation for future growth. By employing targeted campaigns that cater to specific segments of the market, brands can create personalised experiences that drive consumer action. The strength of promotions in boosting sales lies in their flexibility to incorporate time-sensitive deals, exclusive offers, or loyalty incentives, which encourage immediate purchases. This approach not only capitalises on the consumer’s desire for value but also enhances their engagement with the brand, paving the way for long-term customer relationships.

Creating Brand Ambassadors

One of the most powerful qualities of promotional marketing is its ability to turn customers into champions. This is achieved through experiences that go beyond the transactional—offering free trials, loyalty rewards, or exclusive access to products or services. Such strategies create a sense of belonging and appreciation among customers, motivating them to share their positive experiences. The strength of this approach lies in its organic nature, harnessing the credibility of satisfied customers to amplify the brand’s reach through the most trusted form of marketing: word-of-mouth.

Adapting to Market Changes

Promotions provide a flexible tool for companies to respond to market changes. Like now, under the current cost of living crisis, promotions and offers can be instrumental in helping consumers through tough periods. Similarly, in response to emerging consumer trends, brands can quickly pivot their promotional strategies to align with these new preferences, ensuring they remain at the forefront of the market. This agility in promotional marketing is not just about reacting to changes but proactively shaping brand strategies to stay ahead of the curve, demonstrating a keen understanding of the market and the needs of the consumer.

Embracing the Evolution of Promotions

In this transformative era of marketing, as we revisit the foundational pillars of the marketing mix—Product, Price, Place, and Promotion—it’s evident that the realm of Promotions has undergone the most dynamic evolution. By embracing new technologies and ethical practices, and committing to social responsibility, brands are not only adhering to these traditional marketing principles but are also innovatively redefining them. This approach is crucial in setting new standards for customer engagement and shaping the future of marketing. As we reflect on the journey from traditional promotional strategies to today’s era of digital, experiential, and influencer marketing, it becomes clear that the readiness to embrace change, coupled with a pursuit of continuous learning, is essential. These elements are not just complementary to the marketing mix but are central to its effective application in the contemporary market landscape. In doing so, brands not only ensure their relevance and competitiveness but also play a pivotal role in driving the industry forward.

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