such as a removable tattoo, fridge magnet, col- lectible stickers or even sachets of seeds, per- fumes etc. “This method offers the consumer the chance to receive a free gift or added value premium encompassed within the standard cost of the product.”

Trial incentives: These represent a great way of avoiding cost reductions and protecting the full retail price. ‘Try me for free!’ promotions deliver the incentive of purchasing the product and claiming a full refund via a redemption voucher. “Don’t forget that the word FREE is the most powerful word in promotional terms.”

Competitions and prize draws: “They offer the consumer the chance to win something of greater value than you might offer with a premium promotion but with a lower chance of winning the prize.” Whether it’s a holiday, a laptop, digital cameras or perhaps even a car or a house, prize draws can be a tremendous incentive to influence consumers purchasing decisions.

first half of 2011. ‘Buy one get one free’ has been replaced by ‘buy one get two free’ and in recent months price cuts have become more prevalent, with many big brands relying heavily on discounts to gain market share.

Beattie explains: “Whilst on-pack promotions

cost time and money to devise, they represent one of the fastest ‘speed-to-market’ solutions for delivering a campaign to consumers. There is a range of promotional mechanics available via promotional labels that ensure maximum vis- ibility and exposure amongst our crowded shelf spaces.”

According to Beattie, on-pack promotions

offer four key mechanics that can significantly boost sales of a product, namely: Premium promotions: These may include col- lective tokens, codes or vouchers whereby the consumer may claim a gift or premium. Alterna- tively, using bespoke technology, leaflet labels may be produced with the inclusion of an insert

Instant win promotions: With the introduc- tion of SMS text-to-win technology as well as scratch-off unique coding and numbering, these types of promotions have become increasingly popular in recent years. Instant win campaigns can be monitored via unique systems so that the success of the campaign can be seen in almost real-time. In past experience, this kind of monitoring has prompted brand-owners to extend the promotional campaign or even order additional promotional labels to respond to demand.

“Supplied on reels, leaflet labels can be ap- plied directly onto the product or container using standard labelling equipment with little or no effect on line speeds. It’s an ideal solution for today’s fast paced manufacturers where dead- lines can be realistically met without the need for expensive and time consuming pack changes and re-designs,” Beattie concludes. For more information about Pyrotec and how its innovative on-pack solutions can boost your brand, visit www.pyrotec.co.za