They are the best in promotion

Trade magazin, in cooperation with Nielsen and with support from POPAI Hungary and Trade Marketing Club organised its promotion competition. Manufacturers and promotion agencies competed in 5 categories (food, drink, non-food, HoReCa, retail) with campaigns that were implemented in the 1 November 2008-31 October 2009 period. There was a high number of participants. It was retail partners who decided on the ranking – Nielsen interviewed them – and some of the aspects they considered were cost efficiency, creativity and increased sales.

The ceremonial announcement of results took place at Hotel Ramada Plaza Budapest on 22 April, as part of a day-long programme Zsuzsanna Hermann, Trade magazin’s Editor-in-Chief welcomed participants. Gabriella Mile, Nielsen’s client manager and chief analyst Krisztián Németh gave a presentation titled ‘In-store research – in-store trends 2010’, which revealed that measuring and optimising in-store sales stimulating tools is a way of improving efficiency; they also spoke about the efficiency of promotions. Beáta Farkas, managing director of Sensact and Katalin Hódossy, Johnson & Johnson’ category solutions manager showed practical examples of harmonising different activities.

Their solution guarantees that information reaches every concerned party in the organisation in time. György Sipos, Lapker’ business development director presented how the Pick Pack Pont network guaranteed that promotional gifts or POS materials can be picked up from 8:00 to 20:00 at 225 Relay-Inmedio shops in 82 towns. Gergely Bognár, a sales manager with STI Display Hungary spoke about recent trends in Hungary and Germany. He used video footages to illustrate that shoppers showed demand for well-organised shelves with communication materials. Dr. Klára Kovács Csíkné, the managing director of Karrier és Stílus and Ildikó Kátai, general secretary of POPAI Hungary told what they had seen at the Retail at Marketing show in Paris. POPAI Hungary decided to join the international POPAI Awards series by announcing a competition for POP tools. The jurying will take place at the next Business Days in Tapolca. Winners will participate in EuroShop in Düsseldorf, the first POPAI Awards world contest held in February 2011.

Finally the moment came to announce the results of the competition. The following promotions were awarded with a diploma this year: Heineken Sörgyárak Zrt. Gösser product range; Up Hungary Kft. Pepsi 15 seconds of fame; Maspex Olympos Kft. Apenta prize game and hostess activity; Fonte Viva Kft. Spar Verde; Rauch Hungária Kft. Bravo Party squared; Rafinanz Service Kft. Kylie relic hunt. • Category winners were: Food: FrieslandCampina Hungária Zrt. ‘The devils of the kitchen’; Drink: Tchibo Budapest Kft. ‘Together for kindergartens’; Non-food: Rafinanz Services Kft. Adidas Wii promotion. • Retail: Spar Magyarország Kft. Smurfs promotion; POPAI Hungary gave its special award to Well-Univer’s ‘The devils of the kitchen’ promotion. Trade Marketing Club’s special award went to Maspex Olympos Kft. for its Apenta prize game and hostess activity.