I bought this brand of motor oil because it came with a free DVD. You can, and should, use premiums to sell more of your products and services too — It works! Catrol
Oil did a great job on this promo, and are doing a better job by stretching it out for as long as they can…
In addition to using a premium to increase sales, you can also use them to expand your sales and reach long-term
Free DVD offer with motor oil purchase
The DVD is a “feel good” piece about Castrol Oil’s sponsorship of the John Force Racing dynasty.
They’ve had a 25 year relationship and John Force is a drag racing champion. Plus his three daughters, all gorgeous, followed dad into the family business and are racers too.
I’m not a fan of drag racing, never heard of John Force until I watched the DVD and I’m not a Castrol motor oil customer.
I just wanted the Free DVD because it was there. Premiums work.
You may think I’m a sucker, but that’s not the point
The Free DVD offer stood out. No other motor oil on the shelf had any “special offer” that helped it stand out from the crowd. In Castrol Oil’s case their market is racing fans and those who care about their car’s performance. This DVD offer is a great way to connect and drive a deeper bond with their customer base. Isn’t that what we all want with our customers?
DVD packaging
Because DVD’s don’t cost much, adding this premium to each bottle of motor oil is negligible, especially if it increased sales and won over new customers to try their brand.
There were cheaper brands of motor oil and more “advanced” brands of synthetic motor oil, but I chose this one for the Free DVD. Many times it’s good enough to use a premium for this purpose and stop there. But…
Castrol used the premium as a hook to also start something bigger and deeper
The DVD and packaging drove purchasers to a specific website (http://www.castrolforce.com) that’s tied in to the promotion and the John Force story.
The website continues building a deeper bond with customers and connect their brand to the John Force Racing team. There’s plenty of fan-candy: videos, pictures, more background stories… and if you register as a member you can even chat and ask questions directly to the John Force Racing team.
All of this is tied to social media such as Facebook, Twitter, flicker and YouTube.
Along with racing facts, tips, recaps, schedules, news, gossip, and sweepstakes… you’ll receive emails with special promos on Castrol motor oil.
Recap:
— Use premiums to set your product or service apart and increase response and sales.
— Tie-in your marketing promotion to an online component to deepen the relationship.
— Collect contact information so that you have permission to speak directly to your most enthusiastic customers or fans.
— Continue dripping on your fans with great content and sprinkle in direct promotions.
If a commodity product like motor oil can make engine oil cool and sexy, couldn’t you do something to spice up your product or service too?
Cross pollination in Marketing
If you need help writing the copy for your promotions, let me know… that’s what I do.
Filed under: advertising, copywriting copywriter, marketing bonuses and premiums, Social Media Marketing
