A really cool on pack promotion was spotted in Cold Storage, Singapore. Abbott is giving away a free mini piano as an on pack promotion! Simply purchase a pre-packed Similac Gain baby powder and walk home with this really cool on pack promotion.
On first look, it might seem that the on pack promotion has no relation to the product being offered at all. However, the mini piano is actually a really practical product for children; the target audiences of their product.
Abbott’s Gain milk powder product range prizes itself as a close match towards natural breast milk.
Effective target marketing through on pack promotion
The mini piano basically deals with the first point of attraction. Parents would often bring their children out for shopping and the kids would be attracted when they see such an on pack promotion. When a child gets attracted to something, they would pester their parents till they get it. Therefore, offering such an on pack promotion is effective to target children.
Even if the children don’t fuss for the on pack promotion, there is still a high chance for the parents to get it for their kids. Parents will find that the mini piano being offered is a great gift for their children and therefore, will buy the product to get it!
How can this on pack promotion help Abbott?
Increasing their sales is merely one possible incentive. There is plenty amount of surface area for the company to brand their logo or messages. Furthermore, such promotions are highly visible which results in an increased brand awareness from the public. This helps with the brand recall of customers, driving them back for repeat purchases. Thus, offering such an on pack promotion has the ability to enhance the brand name of Abbott in the long term.