New Promotion Ties In-Store to Internet
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LEC LTD, an integrated advertising and new media firm in Chicago, launched E-stakes, a patent-pending, sweepstakes- style promotional concept designed to help marketers increase in-store sales and track consumer participation via the Internet.
To do this, E-stakes creates a direct relationship between the physical product on the shelf and the virtual world of the Web.
The concept utilizes a printed piece that is affixed to a product's packaging--such as a coupon, booklet or card--which contains a Personal Identification Number (PIN). Consumers are invited to visit a custom-designed Web site to see if they have won a prize. Once they have identified themselves and logged on, consumers can obtain coupons, receive ongoing product discounts and special offers and redeem non-winning entries for merchandise.
LEC is working with Minneapolis-based Smyth Companies, which is providing expertise and facilities for the printing, personalization, and application of virtually any type of on-pack device.
According to Cairns, LEC and Smyth Companies have received strong interest from brand managers in a variety of industries, especially those struggling to find ways to get a return on their Internet investment.
Added Cairns, "Marketers seem to be especially intrigued by the ability to reach an audience, to get to know them, and to develop long-term, multi- faceted promotions designed to build brand equity and attract new brand loyalists."