6 emojis to describe a new trend in football promotions!
I really enjoyed writing an article recently about some of the awesome promotional campaigns we observed from football clubs merchandise stores. The ones that were especially interesting are the ‘BUY TO WIN’ promotional mechanics.
We’re observing there is a possible ‘wave of (positive!) change’ happening in the industry. Just last week Manchester City also ran a promotional campaign on their store with a similar mechanic.
We thought these 6 emojis 🍒😀🏅🤑⚽️ 💌 really summarised this new promotions trend. I’m sure you’re wondering ‘what the heck’. So for us, non millenials, and others thinking of activating similar promotions we thought we’d summarise 6 benefits and sample costs you should consider for launching such a campaign. (Note emoji’s within the text will only show if you’re on Windows 10)
1. 🍒 Added Value 🍒
This is great for store’s running these campaigns as they give added value to their consumers. There is no dilution of the customer brand by discounting, to the contrary it’s likely to be strengthening the brand.
2. 😀 Positive Customer Experience 😀
This is possibly the best benefit of running these campaigns. The customer has a positive experience, they feel like they are getting something ‘extra’.
I was having a chat recently at Ogilvy, and they were mentioning how a lot of FMCG brands chose to give more of their product, rather than discount the price. (Example: Promotion 1.5 litre of Coke, for the regular price of 1 litre of Coke. They gave 50% more of their product, rather than discount the price of the 1 litre bottle by 33%.)
The mathematics is the same, but the psychological aspect in the mind of the consumer is far more positive when you give them added value.
3. 🏅More customers get access to benefits🏅
Generally speaking, more customers will be getting access to benefits as a result of these promotions. It’s obviously highly dependent on the precise mechanic, how many people will actually get the benefit which can be variable or fixed. A few examples below:
Variable Winners: Liverpool’s “Buy a home shirt & get a £10 voucher”. The number of £10 voucher’s is dependent on the number of people purchasing the home shirt.
Fixed Winners: Manchester City “Buy a home shirt & win a tunnel experience”, had 1 winner, whilst Manchester United’s “Buy a home shirt & win 1 of 10 signed Pogba shirts” had 10 winners.
4. 🤑 Cost effective Budget 🤑
We’ve taken the 3 examples mentioned earlier, and calculated the value of the total rewards given (i.e. how much it’s worth for the customer).
We’ve also calculated what the actual cost is for the club. Its worth mentioning that with which of these rewards, there are benefits around loyalty/retention and also potential future purchases mentioned in the next section.
5. ⚽️ Rewards within the ecosystem ⚽️
From the campaigns we’ve seen a lot of the rewards remain within the clubs ecosystem. Liverpool gave out vouchers, Manchester United signed shirts, and Manchester City tunnel experience tickets. This is great from a customer experience point of view as it links back to the brand, but it is also good from a budget perspective as it reduces the cost and you leverage your assets further. It also likely leads to better retention, and likely further future purchases.
6. 💌 Good for content & communication 💌
Keeping a constant flow of communication with your customers is important. When offering a promotional campaign like this with a positive message, it makes it much easier to communicate to your customer base. It also enables your marketing team to write better content too.
As always we’d be happy to listen to your feedback and thoughts on the subject.
If you’d like to get further insight into your merchandise store, and how you can improve revenues feel free to contact us on www.discountif.com, or our email contact@discountif.com.
