Reaching the minority markets

Article Abstract:

Premiums and incentives are effective marketing tools for reaching minority consumers. Free product samples, sweepstakes, free gifts and travel prizes all can motivate minority consumers to buy a particular product if they are well-planned and targeted. The Postal Service, for instance, developed an extensive marketing campaign around the Madam C.J. Walker stamp to increase stamp sales. Stamps bearing the image of Walker, an African American entrepreneur, became an instant hit with black consumers. Coca-Cola Co and Western Union also had considerable success in targeting minority consumers.

Minority Marketing, Target marketing, Minorities as consumers, Minority consumers, Premiums (Retail)

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Managing a multifaceted motivational campaign

Article Abstract:

General Motors Corp's Oldsmobile Division and Crayola both relied on multifaceted incentive programs to introduce their respective new products. Oldsmobile tapped brand marketing agency Frankel and Co to develop a motivational marketing campaign composed of sweepstakes, dealer meetings, direct mail and random acts of kindness to consumers. Crayola, for its part, launched publicity, a contest and incentives for its sales teams as well as merchandising programs for retailers to promote its eight new colors to children and parents.

Motor vehicles and car bodies, Automobiles, Automobile Manufacturing, Lead Pencil and Art Good Manufacturing, Lead pencils and art goods, Lead Pencils & Crayons, Automobile industry, General Motors Corp. Oldsmobile Div., Binney and Smith Inc. Crayola Products Div., Drawing materials

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Incentive industry needs to prove its worth

Article Abstract:

The use of incentives in marketing can be greatly enhanced by creating awareness and understanding within the industry. While incentives are considered effective in promoting products, evidence shows that only a small percentage of companies use them. To address this problem, leaders from professional associations in the incentive industry have initiated a collaborative effort that seeks to educate businesses on how to use incentives in marketing.

Management, Marketing industry

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