Promotional Marketing, 2nd Edition

Chapter 10

The five standard promotional offers

There are five traditional promotional offer types for all the variety of ­promotional objectives. An industry has grown that creates and supplies these offers to promoters. As to scale, the voucher market is worth around £5 billion (UKGC&VA, 2014). Vouchers are a ‘stored-value or prepaid solution’ in print or electronic form. Many of them revolve around travel, hotels, theatres, theme parks, films and insurance. They often offer a benefit out of all proportion to the cost to the promoter – such as something worth £50 to your customers that only costs you £1.

Of course, the £49 has to come from somewhere. An immense amount of ingenuity is put into devising offers of this kind, and most of them are ...