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How a Bier Promotion campaign
may turn into something
unexpected
An old Bulgarian folk story
The folk story – Trash for Plums
Once upon a time, there was a father who wanted to find a good wife for his young son. He thought and thought how to do that
and
finally figured a smart way. One day, the man loaded a whole cart with plums and went around the villages to sell them. He
was
shouting:
“Come on people, I am exchanging plums for trash, plums for trash!”
When the women heard, both young and old started hectically to clean their houses and to compete who would gather more
garbage
in order to get more plums. They were trying to bring as much waste and garbage, as they could. One was caring a huge bag,
another one, a whole bucket, and yet a third one had put the garbage in her overall. Bringing it to the man, they bragged out to
each
other:
“Just look how much garbage I got from my house. Thanks to this crazy man, we can get rid of it and exchange it for some
plums,”
said one woman.
“I collected this all this garbage and I have much more,” said another.
“Well if I try to collect it all, one whole year would not be enough. I just swept around quickly so I can get some plums,”
exclaimed a third woman.
The man thankfully started receiving the garbage, and exchanging it for plums. The joy of the housewives made him smile,
too.
After a while, a beautiful girl came around. She was holding a handkerchief in her hand, full of some waste, and she wanted to
exchange it for some plums.
“Well, dear girl, you have collected too little trash! You can’t expect too many plums,” the man wondered at the quantity.
“I would have brought more but we don’t have, we don’t have any trash at home. And even this one is not mine. The neighbors
gave it to me for helping them to collect theirs.”
When the man heard this, his joy was incomparable. Such a clean and hard-working girl, who would not keep the smallest
trash at home, would be the best wife for his son. And he asked her to be his daughter-in-law. He was very lucky to marry his son to
this pretty girl.
Nowadays
• Nice sunny morning of May 2. 2003
• Ride for a golf vacation to Turkey
• Victor driving, Irena reading newspapers
aloud
• Suddenly this promotion……
The Promotion
“The Great Cap Collection
1st Prize – BMW X5
2nd Prize – Jet
Bombardier
3rd Prize – Home
Video
Next 5000 get
mobile SIM card
First Reaction
What a stupid promotion!!
But then…
They are offering a brand new BMW X5!!!
What for? – Whoever send them the biggest
number of beer caps!
The guys must have gone crazy!!!
Second Reaction
• Our opinion – the promotion is stupid,
infested with problems – fair game,
counting, storage etc.
• But then…..if it is a fair game……
• ……..Can we win it?
The Decision
We can do it!
Our game plan
• We have all the knowledge and expertise
and…
• We are crazy enough!
• Risk assessment
– who are competitors?
– how much we can afford to invest?
– How can we make it?
Our game plan -
Reverse network marketing
• Using network marketing to buy instead to sell
• Scheme of incentives
• Printing of flyers
• Setting up offices Web site
• Media exposure – newspapers, TV…
Reverse Network Marketing
Incentives:
You bring We pay
20 caps $ 1.00
50 caps $ 3.00
100 caps $ 7.00
200 caps $ 14.40
400 caps $ 30.00
800 caps $ 62.40
1000 caps $ 80.00
2000 caps $ 180.00
3000 caps $285.00
5000 caps $ 500.00
All amounts paid on the spot – CASH!!!
Reverse Marketing Plan
Incentives:
• Not only you get paid immediately in cash,
but more often you bring, more bonuses
you get.
• If you bring at least 400 caps at each date
you get ½ cents for each cap additionally
for all caps sold to us.
• Only 6 date for buying caps
Trash for Plumbs? We have a better idea – CASH for CAPS!
What Happened?
• It was a dull summer. Media was starving
for news and exiting events. They sniffed
us instantly (we helped them a little )
• We become instant focus of interest
• During the two months 9 May -30 June
there were more that 20 articles in mass
media about the promotion and our bet.
Almost all of them 1 or 2 FULL pages!
What has happened?
• We printed 100.000 flyers
• Made a specialized software to track each
seller how many caps on which dates is
bringing to us
• Made a web site
• Organized 10 offices around the country in
strategic big cities
Last day of the campain - 30 June 2003
On 30th June – a Truckload of Caps
Results of the campaign
• 36,000 leva invested ($20,000)
• 340,000 caps collected (bought)
• Numerous articles in the newspapers,
magazines and even…7 minutes of TV
exposure on the best prime time – 6:30
pm Sunday afternoon on 29th June
But does it worth it? Throwing so much money?!
14 July
Zagorka Brewery officially announces the results
………………………………………………
14 July
Zagorka Brewery officially announces the results
………………………………………………
WE ARE THE CHAMPIONS!!!!!!!
One week later –
Victor had his X5th Birthday
(actually it was 45th )
Zagorka Brewery sent this nice cake
Two months latter
Brand new BMW X5
A history of a marketing campaign which become
raging success for all participants
• Irena & Victor invested $ 20,000
• Sold the BMW X5 for $ 60,000 – for a
modest ROI of 300% for two months work
• Get a lot of “free” publicity and even more
FUN
• Proved that great ideas are great, but still
need……..EXECUTION!
Zagorka Brewery
• Unexpectedly got so much media attention
which did not expected – at least 20 -30 FULL
page coverage of the promotion for FREE!!!
• Sales increased more that 35% - no actual figure
was revealed.
• Get the competition so nervous that they started
a negative publicity campaign claiming that “The
cap does not make the beer” !!! (Definitely their
Brand Manager should attend a course in
Marketing)
The fastest money of my life
But far from easiest
And….
a pair of nice gold cufflinks
Just to remember……
