The Hindu Business Line : `Innovative promotions register top-of-mind recall'

An "innovative promotion with a striking name" and "adequate above-the-line support register top-of-mind recall among the masses," according to a retail and consumer survey conducted by promotional marketing services agency, Kids Stuff Promos & Events.

"While television/radio commercials and brand endorsers play a vital role, on-ground promotions (roadside/bus-stop hoardings, point-of-sale materials and direct contact with customers) are quite important for creating awareness about a campaign," says The Promo Survey 2006.

The survey was conducted across 10 cities in India covering over 2,100 consumers and 800 retailers. It included areas such as the rationale behind demanding particular brands, buying behaviour, reasons driving brand loyalty, preferences for promotion tools and participation mode and prizes. About 2,100 consumers and more than 500 mall-hoppers, along with 160 modern trade outlets and over 650 general grocery and departmental store owners, were interviewed.

The results of the survey showed that about 57 per cent of Indians are loyal to some brand or the other; a majority gives importance to the price/budget before trying out a new brand.

About 87 per cent of Indians have participated in some form of promotion, while 53 per cent have won prizes. Majority of the people have shown an inclination to participate using new-age media such as SMS and e-mail. About 53 per cent of consumers agree that purchase decision has been actually influenced by promotions some time or the other.

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