Cut through Promotional Offers Every Brit Remembers
The humble promotion. A way to shift stock and make money at its core but when does a promotion become more, manifesting itself into being part of the company DNA.
For good and for bad, promotions are a tried and true tactic to captures the eyes and wallets of consumers. Some are so iconic you only need to mention the name and people will know right away.
In light of Holland & Barratt’s Sarah Moore telling The Drum the retailer is moving away from promotional-led marketing, we thought we’d revisit some of the best promo deals which penetrated that cultural psyche more than most whizz-bang marketing campaigns could ever hope to achieve.
Which ones do you remember?
ORANGE WEDNESDAYS [ORANGE]
“Has anyone got an Orange Wednesday code?” was a common sight on Facebook, and probably one of the most recognisable deals.
The 2 for 1 cinema tickets on Wednesdays cut through all ages and set the bar for what a promotion should be. Being able to just say Orange Wednesday and people instantly knew what you meant *chefs kiss*
Sure, after the merger with T-Mobile to become EE, the promotion continued, before being taken over by Compare the Market, yet Orange Wednesdays just had that cultural bite and a legacy that lives on.
NO 7 VOUCHERS [BOOTS]
How many times have you reached for the receipt after getting your meal deal to find its a voucher for money off the No7 beauty range? Sat crumpled among your receipts in your purse, you promise yourself you’ll use it...one day.
In fact., it’s so embedded in culture that stand up comedians have done bits on it.
MONOPOLY COMPETITION [MCDONALD’S]
You’ve tried to get the top prize (or at least the Mini) but, admit it, you were quite happy with a free McFlurry.
Whoever thought a collaboration between Monopoly and McDonald’s would not only work but become this long-lasting global success is a marketing genius. We hope they’re still dining out on it!
Whether you’re angling for an instant win or saving up to win a big prize, this promotion is the jewel in the crown for most compers.
The enduring success of the competition lies in how long it’s been going. It has all the entrapments of a one-and-done campaign, which a lot of brands are guilty of as they chase the next fad in marketing, but McDonald’s are masters of brand building so long may it continue. From the simple satisfaction of peeling the promotion off the box to its limited time only offer, the promotion raises an incredible amount of brand awareness and has become an event akin to the likes of Valentine’s Day.
SPORTS DIRECT MUG [SPORTS DIRECT]
You know you’re in a place of work with good people when you see the massive Sports Direct Mug. It could possibly be the most iconic mug anyone’s brew has been poured into.
In research for this blog, you can get your mitts on a free one when you place a large order online, which might have just inched this writer to do exactly that when in need of new gym gear…
Big Bar of Chocolate [WHSmith]
Going to buy a newspaper? We’ve got a promotion on chocolate for £1
Going to buy earphones at the station? We’ve got a promotion on chocolate for £1
Going to buy wrapping paper? We’ve got a promotion on chocolate for £1
Britain’s most well-known newsagent and the salvation for many last minute purchases couldn’t get enough of trying to flog a big bar of Dairy Milk at the counter.
As impulse buys go, it’s a mystery if anyone actually said “go on then, I need that for my train journey” but the fact that it’s been made a meme and one only Brits will know all too well shows that even if the promotion failed in conversion, its awareness is cultural (take that, analytics).