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Prize sourcing: more than a marketing agency trend

19 March 2014

We’re talking prize sourcing with Simone Moretta, co-founder and new business director of IMS, a boutique marketing agency, incentive and prize promotion specialist

It may be Lent, screams a sugar deprived IMS team, but that doesn’t mean you have to give up hope of discovering the best prizes, discounted deals, mates rates and donations for your client’s promotional prize requirements.

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Whether it’s to save money, grow your consumer base or improve a product’s position in the market, strategic prize partnerships are often important for ensuring a successful marketing campaign. And, in our field as a promotional marketing agency, it appears that it might mean the difference between producing a luxury package and producing the exact same package with half the price tag.

 

  1. Who?
    Okay so you’ve got a marketing or PR campaign that needs that extra zing to make it into the media and into the consumers’ hearts - presumably you’ve got a target audience (I really do hope so). How old are they? Where are they from? Before you even begin to ask for freebies you really need a profile of these people in your head. Got it, hold it in your mind’s eye and then think what companies would be interested in tapping into a similar group?
  2. What?
    Adrenalin junky, beach babe – what do they like doing? Our recent endeavours into the world of prize sourcing led us to the turquoise waters of the luxurious and exotic Maldives. To promote the new series of Celebrity Big Brother we were briefed by Channel 5 to create an eye-catching and VIP prize holiday to reflect the nature of the show.  By securing an incredible seven night stay at a luxurious water-villa in the Maldives, on a full-board basis - and arranged for business class flights!  This approach maximised the client’s budget and ensured that the show was talked about and remembered in a cost effective way.
  3. Where?
    This one is quite simple: Broadcast, traditional media, On-pack in supermarkets on a FMCG… Where will the prize be seen by your avid competition addicts’ eyes?
  4. Why?
    You’re asking for something for free and unless you unearth the most generous person in the world – if you do give them our number – you have to REMEMBER! It’s not all ‘ME, ME, ME!’ You might be asked to give a little something back in return. A logo flash or a verbal mention could be all it takes to secure your prize it just depends! I would say how? But that would be giving away all our secrets, instead I’ll leave you with a lasting image of the water villa in the Maldives – you’re welcome!

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Danielle Stagg

Written by Danielle Stagg