New World's Little Shopper Campaign is an example of this: consumers were required to spend a minimum amount of money in order to receive a free collectible item.
A good campaign will: It's also important not to confuse premiums with other forms of sales promotions as there are a number of ways in which retailers can entice consumers.
[7] Trading stamps have gone by the wayside of the modern retail marketing method of loyalty cards used widely in supermarkets where, instead of premiums, customers benefit from savings and convenience through coupon-free discounts.
[citation needed] Kellogg's Corn Flakes had the first cereal premium with The Funny Jungleland Moving Pictures Book.
The early sponsor of Captain Midnight was Skelly Oil, and parents could get forms to mail-in for radio premiums at the gas stations.
[10] Betty Crocker products, owned by General Mills, had one of the best-known premium programs when the company started inserting coupons in bags of flour in 1929 which consumers could collect and use to purchase Oneida flatware at a reduced price.
[11] To avoid confusion with cents-off coupons, the premium program was renamed "Betty Crocker Catalog Points" in 1992.
[12] General Mills retired the Betty Crocker Catalog in December 2006 and ended the premium program after 75 years.
The promotion called for customers to spend a minimum of $40 in store, in order to receive one of 44 free mini grocery items.
The use of persuasive communication techniques, i.e., television and radio advertisements created positive attitude changes amongst shoppers who may not have necessarily been loyal to a particular supermarket, aiding the company to expand their consumer reach and market share.
The Little Shopper promotion also created a buzz amongst the younger generations with reports of parents succumbing to the ‘pester-powers’ of their child's fear of missing out.
[16] The Little Farmers of Kissanpur is another highly successful premium campaign run by the Indian Ketchup brand Kissan.
The brands tagline ‘made with real tomatoes’ was brought to life inside the consumer's home.