PROMOTION BREAKS NEW GROUND IN AFRICA
Africa, as a developing market, has historically not been a focus for promotional activity. That’s now changed as Mark Barrett (Head of Spirit’s Capability Diageo Africa) launches Diageo’s ground breaking All Star Rewards programme targeting owners of Liquor Stores.
It was Mark’s vision that this promotion would be a brand new style of trade incentive that his customers would engage with, but most importantly would trust!
In a country affected by a grey market, counterfeit products and unsecured postal systems, it’s no surprise that Mark turned to Umbrella to ensure this prize promotion was properly risk managed.
The promotion is first being tested in Nairobi, where partaking liquor stores will earn star points each time they purchase a case of Diageo premium sprits (brands such as Smirnoff®, Johnnie Walker®, Baileys® or Gordon’s Gin®) which they can redeem for rewards – such as electrical generators (of great appeal to the local store owners) and other high-end prizes such as Samsung flatscreen TVs, Samsung Galaxy mobile phones and shopping vouchers which will go a long way to drive repeat purchase and long-term loyalty.
Mark says: “Between myself and Umbrella, we have constructed a very secure promotional mechanic, redemption & fulfillment structure that has been very well received by the local market. We hope to roll out in Ghana and Uganda next…”