How a Bier Promotion campaign may turn into something unexpected

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How a Bier Promotion campaign may turn into
something unexpected

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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 cant
expect too many plums, the man wondered at the
quantity. I would have brought more but we dont
have, we dont 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.
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Nowadays

• Nice sunny morning of May 2. 2003
• Ride for a golf vacation to Turkey
• Victor driving, Irena reading newspapers aloud
• Suddenly this promotion

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The PromotionThe Great Cap Collection

• 1st Prize BMW X5
• 2nd Prize Jet
• Bombardier
• 3rd Prize Home Video
• Next 5000 get mobile SIM card

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First Reaction

• What a stupid promotion!!
• But then

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They are offering a brand new BMW X5!!!

• What for? Whoever send them the biggest number
  of beer caps!

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• The guys must have gone crazy!!!

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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?

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The Decision

• We can do it!

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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?

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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

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Reverse Network MarketingIncentives

• 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!!!

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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 Ѕ cents for each cap additionally for all
  caps sold to us.
• Only 6 date for buying caps

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Trash for Plumbs? We have a better idea CASH
for CAPS!
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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!

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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

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Last day of the campain - 30 June 2003
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On 30th June a Truckload of Caps
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Results of the campaign

• 36,000 leva invested (20,000)
• 340,000 caps collected (bought)
• Numerous articles in the newspapers, magazines
  and even7 minutes of TV exposure on the best
  prime time 630 pm Sunday afternoon on 29th
  June
• But does it worth it? Throwing so much money?!

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14 July

• Zagorka Brewery officially announces the results

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14 July

• Zagorka Brewery officially announces the results
• WE ARE THE CHAMPIONS!!!!!!!

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One week later Victor had his X5th
Birthday(actually it was 45th ?)
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Zagorka Brewery sent this nice cake
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Two months latter

• Brand new BMW X5

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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! ?

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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)

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The fastest money of my life

• But far from easiest
• And.

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• a pair of nice gold cufflinks
• Just to remember ?