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Primedia Lifestyle boosts Gateway’s festive season performance
Primedia Lifestyle Group

Primedia Lifestyle Marketing Services has leveraged the busy festive season shopping period to great effect for client The Gateway Theatre of Shopping through the conceptualisation of a R500 000 Luscious Loot promotion. This resulted in the competition portion of the campaign receiving a record 17 057 entries and an accompanying return on marketing investment (ROMI) of 7.8:1.

Gateway Theatre of Shopping Marketing Manager Penny Barlow says; “We were thrilled with the results especially as we recorded a final footfall of 3.5-million visitors in December 2012, representing a 4% increase over December 2011.”

Barlow is convinced that key learnings from previous promotions were responsible for the huge success of the Luscious Loot campaign. “Although our previous festive season promotion the Gateway Hotel Takeover was far from a failure, one thing we did realise was that we relied too heavily on social media and QR codes entry mechanisms.

“This stemmed from the view that the huge popularity of mobile/social media platforms meant that physical entry forms were perhaps becoming obsolete. We were, however, proved wrong and received just 2 470 entries over a two month period and our busiest time of the year”.

Barlow says the key insight was therefore that consumers still enjoy tactile, ‘real’ entry mechanisms and physically filling out an entry form or speaking to a promoter for more information. “We realised that all possible means of entry should be made available so that consumers can utilise whichever channel they feel most comfortable with. This, however, is only possible through the use of a holistic campaign entailing social media, mobile, technology and yes, good old entry forms!”.

Based on these insights, this year the centre took a different approach to its Luscious Loot promotion.“We made sure we had physical entry forms available and we also set up an exhibition with promoters who assisted shoppers in signing up to the competition,” explains Barlow.

Another insight concerned the fact that multiple prizes were necessary to ensure that shoppers were incentivised and saw ongoing value in participating in the promotion. For this reason, the competition awarded daily prizes from its start in mid November until it culminated on the 24th December 2012 when one of the lucky prize winners and finalists won a Citroën DS valued at R250 000.

Social media still had a vital role to play in the promotion and was used as an entry mechanism as well as maintaining hype and realism around the event given that the daily winners of the competition were announced via Facebook and Twitter???. This resulted in a very healthy increase in the ‘Likes’ for the Gateway Facebook page. Is there any way that we can use those amazing stats here to give evidence of this???