By Julian Kent, Sales Director, Multi Resource Marketing Ltd

Most promotional activities aim to generate more sales for the client and provide a good return on investment made in delivering the promotional offer.

Predicting the success of an individual promotion has always been a challenge and in these turbulent economic times, such predictions have become even more tricky.

The golden rules for the incentive being financially worthwhile, aspirational, and unique will always apply. However, accurately predicting consumer behaviour towards a particular promotional activity is somewhat of a holy grail.

Whilst we all know giving back 100% of a retail cost will outperform a 1% refund, not all propositions are as straightforward. Service providers such as MRM, who are IPM members, can advise on the relative response rates for various types of promotion, based on many years of individual and collective industry sharp-end experience. There will always be a plus or minus factor on any indicated volume but having a well-researched benchmark is a great place to start.

Why does this matter? Well, if a decision is required as to whether a redemption service is to be handled in-house or via an outsourced facility, then a good place to start is the anticipated take-up volume. It may be non-disruptive to handle a few daily claims within the agency or marketing department of a business, but when this turns into tens, hundreds or thousands per day, capacity is soon exhausted.

A key advantage of outsourcing is scalability. Experienced Promotional Support Service companies will be familiar with aggregating daily demand across many clients. Their flexible working practices allow them to absorb peaks and troughs through automated systems and processes. 

The buying power of a service consolidator compared with an ad hoc user is a further aspect where outsourcing can deliver a benefit. This especially applies to areas that have recently experienced significant cost increases, such as carriage and packaging material costs.

A full-service Promotional Support Service provider, such as MRM, will combine a range of services including Warehousing, Order Processing, Stock Management, Customer Management, Payment Processing, and IT integration. These modular elements are combined as required to meet the service need as it develops.

MRM has been providing Promotional Support Services for agency and direct clients for 30 years, winning many coveted IPM awards for the services provided. Our IT and reporting systems provide access to real-time information that enables clients to maintain control from wherever they may be. Digital platforms can assist in the delivery of promotional services such as Cashback, Prize Draws and Loyalty Schemes. Our business processes are certified to ISO 9001, ISO 14001 and ISO 27001 standards, giving further assurance that the promoting company’s hard-won brand image will be protected and enhanced by the work we undertake. 

Our passion is your guarantee.

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Granby is happy to announce that Stephen Bentley (Chairman) has decided to resign from his role and finally retire!

Stephen has been with the company for over 22 years and has seen the vast changes and developments which have taken place ever since he started. He has been a monumental figure in the history of the business and a catalyst for change throughout the business putting a significant emphasis on the power of technology to streamline the customer experience.

In 2000, the Granby team were clearly keen to grow the business into new areas that didn’t quite fit within the Omnicon Group. Stephen Bentley, then Chief Executive, purchased Granby Marketing from Omnicon, freeing them to grow into their full potential as a respected promotional marketing business.

Stephen was also selected as a Board Director of the Institute of Promotional Marketing. This meant he was able to lend his years of expertise to the IPM board and to share his knowledge to all the businesses that are a part of the institute.

“The IPM was privileged to have had Stephen serving as a Director for 20 years. He joined the IPM in 2001 and was made a Fellow in 2016.  Stephen’s contribution and commitment to the organisation and the industry was outstanding and will be greatly missed.  We wish him all the best in his well-earned retirement.”

 – The Institute of Promotional Marketing.

Granby were offering a wider range of fulfilment solutions, but Stephen predominantly focused on the promotional marketing services sector. To support the delivery of these services, in 2002 Granby began to develop their own bespoke fulfilment technology, SCOPe, which would manage, track and report in a way that had never been done before – and still isn’t equalled, to this day.

Stephen took his place on the board as Chairman after a management buyout in 2013 by Managing Director Joanne Kimber. The team dropped the ‘Marketing’ part of the name: they realised they had become much more.

It has been fantastic for the business to have had Stephen as a lead figure; he has been a great mentor and inspiration to the staff.

As a business, they will definitely miss him however it is equally delightful for him to be focusing on his family, as they all wish him a long & happy retirement.

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PHL Group is a friendly, owner-managed Handling Company with over 20 years of experience in Fulfilment and Delivery. We offer a wide range of specialist marketing fulfilment services and IT solutions.

PHL Group recognises that the Marketing industry faces ever-changing priorities. We are passionate about working in partnership with agencies and brands to understand their challenges and opportunities. We believe that a flexible, customer-centric approach to fulfilment is the key to achieving success in a fast-paced, data-driven world.

As part of our company mission, we continually strive to improve our customer services and IT support. We have designed a quick fulfilment survey you can access here, to explore your current fulfilment needs and examine the threats and opportunities that will impact your business development. Your feedback will help us shape our ongoing mission to provide affordable and future-fit fulfilment solutions.

As a thank you for taking part in our survey all participants will be entered into a fantastic prize draw. One lucky winner will receive a £500 voucher with Coolstays.com. Coolstays offer unique and unusual places to stay across the UK, Europe and worldwide. Accommodation includes glamping, luxury treehouses, windmills, lighthouses and deluxe beach huts – So stay somewhere extraordinary!”

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Marketing distribution specialist mda has been acquired by European logistics business Staci for an undisclosed sum. Staci says the acquisition creates the first pan-European marketing logistics business for brands and retailers.

Creating, storing, distributing and activating point of sale and marketing materials for the world’s biggest brands including Heineken, Coca-Cola, Mars, Unilever, Diageo and Mercedes-Benz, mda, which recently celebrated 30 years of business, becomes part of a £250m Europe-wide fulfilment group with operations across France, Spain, Germany, Italy, Poland, BeNeLux and now the UK.

Wayne Chapman, mda Managing Director, says: “This is genuinely fantastic news for our clients and teams and we’re extremely excited about the years ahead. We’ve operated from the UK for 30 years, but in the last 24 months we’ve seen clients’ desire to operate facilities in multiple European territories under a single contract significantly increase.”

Mda, which currently has turnover of £5m a year, has 350 employees at five fulfilment centres across the UK.

Staci is the European leader in the B2B retail logistics segment for a large group of networks: retail, GMS and GSS, oil companies, agribusiness, hotel and restaurant chains, banks, insurance companies, operators telephone companies, car manufacturers, the pharmaceutical and cosmetics industry and the public sector.

Prior to the mda acquisition, Staci had 35 sites in Germany, Belgium, Spain, France, Italy and the Netherlands with a workforce of 1,550 employees.

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The IPM COGS Awards 2018, the awards and recognition programme for service agencies – the providers of specialist services which are used to build promotional campaigns – is now open for entries. The entry deadline is July 19 2018.

The Institute of Promotional Marketing (IPM) launched The IPM COGS Awards eight years ago as a recognition programme for the work of specialist services agencies, to run alongside the IPM Awards, which are for creative agencies.

Richard Pink, Head of Awards at the IPM, says: “The IPM COGS is the most important awards programme for the promotional industry’s service agencies – they give deserved recognition to the companies behind the scenes who make sure that everything runs like clockwork. They are the awards for the unsung heroes of our industry.”

Entry is open to any company from a range of business sectors which support great promotional marketing campaigns – handling, print, staffing, digital, mobile, event and risk management, to name but a few.

Companies do not have to be IPM members to enter (except for the IPM COGS Awards 2018 Service Agency of the Year Special Award, which is only open to IPM members). IPM members enjoy the advantage of paying lower entry costs, however.

The online awards entry platform has been updated and streamlined, to make the entry process even easier than in previous years. In order to submit an entry, you will need to register for this new awards platform – https://theipm.awardsplatform.com/

The IPM – the marketing industry trade body which represents the interests of brands and organisations which use promotional techniques to target their audiences and also of the agencies and service providers which advise them – is encouraging members and non-members alike to seize the opportunity to show the world how their contributions have helped create world-class campaigns.

Now in its eighth year, The IPM COGS awards programme is constantly setting benchmarks and driving up the standard or promotional campaigns.

A full list of the 2017 winners can be found on the IPM website. 

The full list of categories for The COGS Awards 2018 is below:

• Coupons
• Print Management
• Risk Management
• Digital
• Promotional Merchandise
• Experiential and Event
• Handling and Fulfilment
• Staffing
• Direct Marketing
• Loyalty
• Prize, Incentive and Reward
• Innovation
• Multi Territory

In addition to the industry and sector categories, there are three special awards:

• The IPM COGS Awards Service Agency of the Year
• The IPM COGS Awards Breakthrough Company of the Year
• The Grand Prix

Information on the criteria for each category and how the special awards are selected can be found on the IPM website. Alternatively, download the IPM COGS Awards 2018 Handbook which also includes details of how to enter, timings and costs.

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Award-winning marketing services business MRM (Multi Resource Marketing Ltd) has launched a new brand identity following the company’s management buy-back from French group HighCo last year.

The new identity has been chosen following a full review of its previous branding overseen by Managing Director Marc Rigby, who was appointed in February 2017. The business undertook a number of internal workshops to help understand the critical components of its operation and define how it wants to be seen in the market.

Marc Rigby says: “We are proud to be able to announce the launch of our brand new logo. We’d like to think this identity captures some of the core elements that make up our business – process, digital, flexibility – as well as using a colour pallet that conveys energy, purpose and a greater sense of modernity. With the logo now in place alongside a revised mission and vision, our next task is an overhaul of our website which we hope to complete before the summer’s end.”

Rigby joined from shopper marketing agency Howell Penny, where he had been Client Director. Rigby has also worked at Interfocus, IMP and Saatchi & Saatchi. Founding partner Peter Kerr took on the new role of Executive Chairman following Rigby’s appointment, while former Chairman Mike Wood became Strategic Director.

Established in 1993, MRM was acquired by the French-based HighCo Group in 2011 but established its independence following a Management Buy-Out in 2016. Now again independently-owned, it is based in Market Harborough, Leicestershire and has strong industry links via the Institute of Promotional Marketing. MRM provides both digital and physical (fulfilment) marketing campaign support to some of the UK’s best-known brands. It numbers the Department of Health, The Co-operative Group and British Gas amongst its 70-strong client-base across a wide range of industry sectors.

In the 2016 IPM COGS Awards for marketing services providers, MRM won the Grand Prix for its work on the 2016 Sport Relief campaign on behalf of Comic Relief. It also won Gold for the same campaign in both the Handling & Fulfilment and Direct Marketing categories.

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Award winning marketing services, handling and fulfilment business MRM has named ex-Howell Penny Client Director Marc Rigby as Managing Director.

Founding partner Peter Kerr had become Executive Chairman, while Chairman Mike Wood has now taken on the role of Strategic Director.

Before working for brand strategy and activation agency Howell Penny, Marc Rigby worked at agencies including Interfocus, IMP and Saatchi & Saatchi.

The management changes cap a successful 12 months for the business in which MRM were recognised with four IPM COGS Awards, including the prestigious Grand Prix for their work on the 2016 Sport Relief Campaign.

The Market Harborough business – now in its 24th year of trading – concluded an MBO last year following five years as part of the French based HighCo Group. It numbers the Department of Health, The Co-operative Group and British Gas amongst its 70-strong client base across a wide range of industry sectors.

Peter Kerr says: “Whilst last year was hugely exciting for the business, that success needs to be the platform for accelerated growth; the marketing environment in which we operate is evolving. We are no longer just a service company – we are a service agency offering a wide range of marketing solutions. And to ensure our business model is in line with the needs of the market, I wanted to bring some fresh skills into the company from the world of agency and brand marketing. Marc’s background will help us augment our delivery capability and build the breadth of service we can offer to our clients. Along with Mike Wood, our former Chairman and M&A specialist, I will be devoting more time to exploiting some key strategic opportunities that we have identified in the market.”

Marc Rigby comments: “I was astounded not only by the core traditional skill sets here but by the levels of digital expertise inherent within MRM. We are well positioned to deliver a wide range of marketing service solutions as both a strategic and tactical partner. I am looking forward to the challenge of blending our processes, data and people to help our clients connect their brands, products and services with their audiences.”

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With Effectiveness Week 2016 starting on Monday, 31st October, Alan Lewis of PHL explores what goes into creating an effective promotion

Effectiveness is described as the degree to which something is successful in producing the desired result. In the world of marketing, and, in particular, promotions, this means making a difference to sales or customers perception when building a brand.

A promotional campaign that can appeal to a consumer’s sense of a good deal or value for money will generally be effective. If the outcome of this is combined with increased loyalty or a greater uptake of the product, the promotion could become legendary.

So what is it that makes a campaign effective and how best to achieve the desired outcome? A goal to increase sales needs to be more specific – i.e. how many, over what time period and what about repeat business and the legacy of the promotion? Ensure that you fully understand why you are running the promotion.

Objectives and targets

Of course, we all know a successful campaign should have a clear set of objectives and targets; but also consider the activity in the context of modern consumers and competitors. Is the activity too wild, too boring, and too traditional or off message? Have similar campaigns over or under delivered? What is the competition planning?

Don’t underestimate the challenger brands and what are they doing that could lead to industry disruption. How can you use technology to stream-line and simplify the campaign for consumers? Ask your partners what they have seen work and what trends they have noticed in the industry.

Today, Social Media can affect the uptake of a promotion enormously – how do you broadcast to inspire participation and amplify the activity? As always, expect the unexpected; if the campaign goes viral the uptake could increase enormously. Can you apply a brake if this happens or do you have contingency budget to take advantage of the momentum?

Timing is key to effectiveness

Timing is essential so make sure all suppliers understand the importance of dates and build in flexibility. Keep this up your sleeve, however! Let suppliers know of potential penalties if they fail to deliver on time and who will bear these additional costs. Clearly state key dates and how performance will be measured throughout the promotion; a Critical Timing Plan would work well to inform all parties involved.

Clear, unrestricted communication should be your goal when working with third party suppliers, so set up short conference calls with a clear agenda to review the promotion at regular intervals. Should something go wrong remain calm. Most issues can be rectified so don’t shoot from the hip scattering blame – find the solution with your promotional partners.

How can the promotion make a real difference and was the desired effect achieved – how do you plan the desired effect? Before launching a promotion are you totally clear on the desired outcome and how it will make a difference? Have you investigated the result of similar pieces of work – is the campaign a new cutting edge idea, a rehash of past work or perhaps a good old standard?

Test and test again

Consider testing, see through the consumers’ eyes, listen, be prepared to change or enhance the activity if a great suggestion comes to light and it is affordable. In summary, don’t leave it to conjecture, to assumptions and to what YOU think will happen.

To that effect, consider the key message of the promotion and the brand being built or sustained. Is the message on-brand? Again, test this with consumers where possible. A clear, simple communication will help consumers understand and engage with the offer. If it reinforces the brand story, then it will be doubly impactful.

When organising promotions, marketers are often advised you to involve their supplier partners early – but why is that? Just to help them or to really make the spend count? The answer is that it should immeasurably improve the quality of the promotion.

Working as a team

Your handling house should work with you as your partner as well as a service provider. Talk to them initially so they can gain an understanding of the promotional mechanic. Then share ideas and think about what is really needed to work together. Remember, most service partners have seen many campaigns, both successful and unsuccessful. Ask them for their input and considerations based on their knowledge and understanding of consumers.

Plan key dates, such as arrival of stock; set a target to turn around applications; set out how to respond to queries.

Build in measurement and key performance indicators at the start of a campaign. This will give you agility if things go wrong, but also allows you to capitalise when things go right. A good supplier will help you implement these measures and even suggest a few you may have not considered. You can turn a negative into a positive with a responsive model, being responsive to consumer concerns efficiently.

If you are offering premiums, continuously analyse the promotion to ensure stock will last for the duration. Rushing in small top-up quantities can really eat through a budget and can lead to extended lead-times for consumers.

Consider using a fixed fee provider to protect your budget and minimise delays.

Instant gratification

The days of 28 days to supply are long gone – this is an instant world so getting premiums to consumers as quickly as Amazon does is important. Sure, save some money on shipping; but let the consumer know it is on its way – text to inform of progress or send an email saying the items shipped and giving its Estimated Time of Arrival.

Plan your key press releases and Social Media activities. Make sure staff are reviewing comments and, if any negativity appears, that a polite and informative response is quickly approved and released.

In summary, working with all elements of the supply chain will help the activity succeed. Make sure the partners have the whole picture and that they understand each other’s roles. Broadcast this information early so that your partners can offer suggestions based on their experience of previous, similar activities. Work on your budget to ensure funds are available at the critical points – i.e. if importing, VAT and other duties will be due at the dockside.

Legal, decent, honest, truthful…

Oh, and don’t forget to get your T&Cs checked by an expert, not just to ensure their legality but also to logic check that the activity cannot be inundated by applications from non-customers.

Overall, the greatest promotions are win-win. The consumer gets a good deal, the brand benefits and everyone in the supply chain wants to repeat the experience.

With planning, open and timely communication and encouraging feedback from all partners, your promotional activity will have the greatest chance of success!

Alan Lewis is Managing Director at handling and fulfilment company Promotional Handling Ltd.

Effectiveness Week is a not-for-profit initiative with the goal of educating, inspiring and galvanising change within the marketing industry. A collaborative programme encompassing the scope and knowledge of 13 industry associations (AMEC, BCMA, CIMA, CMA, DMA, IAB, ICCO, IPA, ISBA, MRS, ESA, IPM and the Marketing Society) and their respective memberships, this year will see 50 different events across five days. A full list of what’s going on is available on the Effectiveness Week website at www.effectivenessweek.com/.

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HighCo MRM has won the IPM COGS Awards 2016 Grand Prix, for delivering the handling and fulfillment element of the 2015 Sports Relief Campaign on behalf of charity Comic Relief.

The work also won HighCo MRM Gold awards in both the Handling and Fulfilment Category and the Direct Marketing Category in the COGS, the promotional marketing industry’s annual recognition program for companies which provide the best marketing services support work.

The IPM COGS Awards 2016 Company of the Year trophy went to fixed fee agency Mando. Mando also won Silver in the Cross Border Campaign Category for ‘Your Nutella, Your Way’ for Ferrero and Gold in the Risk Management Category for The Very Big E.Leclerc Game.

Other multiple award winners at The IPM COGS Awards 2016, now in its seventh year, included i-movo, Black Tomato Agency, Tomato Source and Hive. The full list of winners, covering 14 industry, channel and specialist categories, plus the two Special Awards, is on the IPM website.

The IPM COGS Awards 2016 celebration lunch was held on Friday September 23^rd 2016 at the St Pancras Renaissance Hotel, Central London. The host for the event was stand up comedian, Lucy Porter.

The COGS Awards were launched by the IPM in 2010 to recognise the huge contribution made by marketing services providers to the success of promotional campaigns.

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The IPM has launched The COGS Awards 2016, the recognition programme for service partners, and is encouraging members and non-members alike from service sectors such as handling, risk, print, staffing, digital, event and risk management to seize the opportunity to show the world how their contributions have helped create world-class promotional campaigns.

The entry deadline is 12.00 midday on Monday July 11th 2016.

Now in its sixth year, The IPM COGS awards programme is constantly setting benchmarks and driving up the standard of promotional activity.

Examples of last year’s award-winning work can be found on the IPM website. 

The full list of categories for The COGS Awards 2016 is below:

• Coupons
• Print Management
• Risk Management
• Digital
• Promotional Merchandise
• Experiential and Event
• Handling and Fulfilment
• Staffing
• Direct Marketing
• Loyalty
• Prize, Incentive and Reward
• PR and Marketing Communications
• Innovation
• Cross Border Activity/Multi Territory
• The IPM COGS Awards Company of the Year.

Information on the criteria for each category is on the IPM website as are details of how to enter, timings and costs.

You have to be logged in to the IPM site to view details of how to enter, but registration is free.

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