The recipe of a rejuvenating treatment from Házi Arany

Gábor Heltai, the director of Házi Piros Paprika Kft. and their agency, Czino Trade Solutions decided to blend a few classic ATL tools with on-line marketing and in-store tools in their promotion strategy. In the past few years, they organised prize games in which barcodes had to be sent in. The organisers of the prize game realised that there was a group of people who were systematically monitoring all prize games and informed each other about them on the Internet, and shopped accordingly. They quite often won as well and some of them who did not phoned Házi Piros Paprika Kft. and advised them on what to do differently next time. The company decided to organise SMS promotions, because they wanted to reach younger consumers as well. A prize game was advertised in women’s magazines, in-store leaflets and on their revamped website. On-line analysis indicated that 57 percent of visitors came from sites like webnyeremeny.hu, nyeremenyfigyelo.hu and nyeremenyjatek.lap.hu, 23 percent came through web browsers and 20 visited the company’s website directly. Noémi Papp, Czino Trade Solutions’ project manager emphasised that this was one of the most cost-effective parts of the promotion campaign. They used hostess promotions for the first time in Cora, Auchan and Interspar stores, but it did not live up to their expectations. More than 700 so-called “parasite displays” were placed in stores, but not among spices and seasonings but among related meat or grill products. According to Gábor Heltai, this dynamic, youthful communication campaign reached fewer consumers than before, still it generated bigger sales in value. He believes that exciting communication can win consumers from competitors.