The Early Learning Centre case study illustrates clearly how fresh rewards worked closely with the brand to deliver vouchers that would appeal to busy mums with small children. In the campaign ‘Mum’s Summer Survival Guide’ the desires of the mums were also recognised. Mums notoriously find it easy to spend money on their children but will often feel guilty at spending time and money on themselves. So vouchers that gave them the opportunity to treat themselves – either for free or at a significant discount – equaled guilt-free indulgence!
Timing:
The ‘Mum's Summer Survival Guide’ campaign, which went live in June '08, combined inspiring play ideas to keep children amused during the holidays – and pampering offers to give mums a well-deserved treat.
Accessibility/ease of use:
Any good incentive programme needs to ensure that the incentives are easily accessible – and are easy to use. Mums of young children are often balancing home and work so it was considered vital to ensure the success of the promotions that the vouchers were easily obtainable. The booklet of vouchers was therefore given out at point of sale in store for instant gratification and ease.
The promotions featured in all the Early Learning Centres nationwide – throughout the UK and Ireland – therefore wide geographical coverage of participating venues was also paramount to ensure vouchers could be redeemed with ease and limited travel time (essential to parents with small children!). fresh rewards therefore actively recruited venues based around the geographic location of the Early Learning Centres. All the vouchers had very clear and easy to follow instructions on how to redeem them. Participating venues were either listed on the individual vouchers or accessible via the Early Learning Centre website. fresh rewards also provided a helpline to answer any queries the customers may have had – ensuring a smooth running promotion from start to finish.
Summary of offer:
A booklet of vouchers – again aimed at mums – worth a total of £100 were received when customer spent £20 or more. They included:
Free manicure
Free beauty treatment – including facials, massages, waxing
Free spa day for two
Free wellbeing treatment – including reflexology, aromatherapy and professional nutritional advice
£5 Body Shop voucher
Also included in this booklet were handy ideas to help mums keep their children entertained throughout the summer holidays.