Collector Scheme
Guinness Club Together Collector Scheme
- Product
- Guinness
- Promotion
- Club Together
- Promoter
- Diageo
- Promotion Period
- Summer 2004
The following article was published in Sales Promotion magazine July/August 2005 edition...
Risk management specialist Umbrella was a key player in a Guinness promotion which set out to gain brand loyalty amongst grass-roots rugby clubs.
Guinness has a long association with the game of rugby and launched the ‘Club Together’ campaign to target clubs at grass-roots level with a collector scheme ‘Kit for Kegs.’ Guinness representatives visited and registered clubs who received points for kegs purchased – the points were redeemable against kit ranging from goal posts to barbecues.
The promotion raised a problem, for the Diageo-owned brand: as the rugby clubs purchased from wholesalers Guinness gained no direct sales information, nor did it get any statistics regarding the size of clubs or frequency of purchase.
To resolve the problem, Guinness conducted a survey of 100 clubs on purchase and member status. The sample gave an insight, but was too small to draw any firm conclusions. And that’s where Umbrella’s expertise was called upon – the company was asked to advise on budget and redemption levels.
Research was carried out on Rugby players and alcohol consumption with media agency Carat. This research was overlaid on Guinness general sales and consumption information to create different risk models, each containing a similar correlation which allowed an analysis of the budget from differing perspectives. A minimum and maximum budget was forecast and the promotion proceeded with confidence that the budget was not under threat. In addition to safeguarding the budget, a realistic and achievable reward system was created… a win-win situation!
Umbrella acted solely as a consultant on this project – there was no need for insurance or a fixed fee solution.
“Umbrella became a key member of the Diageo/Triangle team – adding value to the process by assessing the promotional logistics and risk. This was a real working relationship, and not just the submitting of an insurance quote. Umbrella put in considerable time and effort over a period of four to six weeks attending meetings, brainstorming and offering unbiased advice on risk management. Their involvement was invaluable,”
said Kathryn Clement, Board Director at Triangle.
And Paul Clarke, Brand Manager at Guinness added: “Umbrella gave unbiased understanding and advice which ultimately led to Guinness not using insurance as it wasn’t financially viable.”
