Running a product promotion, or engaging in experiential marketing, can both drive sales and build a brand, if done well. Ensuring the activity is right for the brand and that it complies with the relevant legislation and regulatory constraints is essential, and ISBA plays a lead role in helping our members in both of these areas.
A key piece of recent legislation is the Gambling Act which came into force in September 2007 and allowed the operators of gambling services to advertise for the first time. It also aimed to remove the need for a “no purchase necessary” route in prize competitions. ISBA issued guidance and hosted a briefing seminar, covering the regulatory, legal and practical implications, and involving senior Gambling Commission representatives and others.
Another area where ISBA is currently engaged is coupon mis-redemption, where consumers produce coupons which are accepted at the checkout despite not actually having bought the linked product. This is merely compounding the problems of the couponing industry which, primarily because of decreasing use by FMCG companies, has fallen in value from £500 million to £300 million.
ISBA’s Promoters Action Group, as well as lobbying government on its issues, is also a forum for swapping ideas and experiences. Run in conjunction with the Institute of Sales Promotion, the group has a consistent focus on industry best practice and the discussions during meetings will often form the basis of guidance for other ISBA (or ISP) members. Discussions cover new techniques and developments in promotional, experiential and field marketing.
The Promoters Action Group welcomes representatives from across our membership and has its own resource page here.
100 Kb | 20 Sep 2007
