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The words ‘SALE’, ‘PROMOTION’, ‘DISCOUNT’ or ‘STOCK CLEARANCE’ make people focus on the happenings at that particular place that display the huge sign. It is one of the best techniques with an alluring attention grabbing mechanism that is used by many brands to kick start a great sales day. Baskin-Robbins is also known to be in the lead with its variety of brand promotion that has got its target audiences raving about it. Not only that, its brand promotion also strengthens the existing market share and captures new ones while keeping the brand alive. Brand promotion is commonly achieved via advertisements, sponsorships, loyalty programmes, endorsements, road shows and more.
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Keeping You Excited Always |
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Baskin-Robbins offers over 1,000 flavours of ice cream including frozen yogurt, beverages, cakes and sundaes. So how did they get the word around about their brand promotion to generate better brand sales? They had various brand promotions, among which is the Pink Day where you have to show up in pink on a Wednesday to savour double scoop for a single scoop price. And, the well known 31% discount at every 31st of the month. These two alone became the talk of the town and target audiences started to take notice. They always came back for more. Eventually the brand promotions created brand visibility and
brand awareness for Baskin-Robbins and they were able to engage more exciting ideas in future for their target audiences.
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More Than Just A Brand Promotion |
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Discounts and free gifts are one thing about a brand promotion, but
Baskin-Robbins had more than just that in mind when it came to creating hype in
their brand promotion. Celebrity endorsements were among the methods used by
Baskin-Robbins. Nichkhun, a member from the Korean boy band known as 2PM
was chosen as one of the advertisement models for Baskin-Robbins. Drew Barrymore and
Sean "Diddy" Combs were also among the other
celebrities who were involved in Baskin-Robbins’ commercials.
Baskin-Robbins also partnered with First Book, a non-profit group that donates books to low income families in the US to hold an annual ‘Free Scoop Night’ to thank their customers who help curb illiteracy. In return the First Book Advisory Boards drove traffic to local Baskin-Robbins stores. Also, books donated to First Book have a bookplate with the Baskin-Robbins brand logo and a place for the new book owner’s name.
Among other brand campaigns that Baskin-Robbins engaged with in brand collaboration, was the one with Maybank in the year 2008 called 99 cents. For every RM20 spent at Maybank, consumers could buy a single junior scoop of ice cream for only 99 cents. Other means of brand promotion that was carried out by Baskin-Robbins includes road shows as well as seasonal brand promotions on Valentine’s Day, Mother’s Day and Father’s Day.
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Baskin-Robbins’ Personal Touch |
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All of Baskin-Robbins’ efforts in building a strategic brand promotion allowed them to see a significant increase in brand sales.
Not only that, but it created brand loyalty, brand awareness and brand
visibility that enhanced the brand even further since the day it was founded in
1953. Even more was seen of Baskin-Robbins when it also tried other means to
collaborate with its brand promotion. Baskin-Robbins truly knew the ways and
means to connect with its target audience via scoop-licious brand promotion.
With a simple brand promotion idea, you too can be in the know among your target audiences in no time at all, to be the most branded, wanted and lovable brand!
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Check out how consumers feel about the brand promotion from Baskin-Robbins… |
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continue to read on BRANDchat |
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