Ideas For Sales Promotions And Direct Marketing

Think Inc applies its trademark approach to creating ideas for sales promotions and direct marketing.

It has created ideas for promotions, loyalty schemes and direct marketing for clients ranging from VisitScotland to Kellogg’s and Unilever.

Our Sales Promotion And Direct Marketing Guru

Think Inc’s promotions and direct marketing guru is Jonathan Fingerhut, who harnesses the Think Inc process and network to his own wealth of professional experience on both the client and agency side, spanning over 20 years in the business.

After working in brand management with Eden Vale/Express Dairies, Jonathan moved on to Triangle Communications, the sales promotion consultancy, where he handled clients ranging from Golden Wonder to Cadbury and Typhoo. He then became MD of GT Promotions, with clients including Readers Digest, SupaSnaps and Kellogg’s.

He next set up his own agency, Fingerhut Associates, which he grew successfully for over 13 years in the area of sales promotion, direct marketing, PR and marketing strategy. Its clients included Tesco, Esso Retail, Whitbread, Kellogg’s, RHM Foods, Roche Consumer Healthcare, Novartis, Zyma Healthcare, Daewoo, The Royal Mail, Tefal and Yamaha.

His hallmark style of practical yet creative campaigns ensured that the desired results were achieved without unnecessary jargon, theory or waffle.

The Doyen Of Joint Promotions

While running his own agency, Jonathan made a reputation for pioneering a number of innovative and creative campaigns that worked across the various marketing disciplines. He became particularly noted for bringing together different blue-chip brands to work together in joint marketing activities (e.g. Kellogg’s and Esso Retail; Heinz and Alliance & Leicester Building Society).

For example:

• Case Study I: The Kellogg’s and Esso Retail Campaign
  This campaign involved the 2,100 Esso petrol sites being used, for the first time, as instant redemption centres for Kellogg’s Corn Flakes cereal bowls. The offer was featured on over 23 million packs of Kellogg’s Corn Flakes.
  
  In all, over three million bowls were claimed, which led to an increase in Esso ‘footfall’ (or rather ‘carfall’!) of 1.93 million customers over a three month period and a saving to Kellogg’s of over £2.4 million in packaging, handling house and postage costs.
  
  Everyone was a winner - and both companies were absolutely thrilled with the results. Indeed, the promotion was then rolled out in the Republic of Ireland with even greater success.
  
  
• Case Study II: The Post Office, Kellogg’s And John Dickinson Campaign
  This campaign involved developing a three-way promotion linking Post Office Counters, Kellogg’s and John Dickinson Stationery Products. This allowed consumers to collect tokens from packs of Bran Flakes and All Bran and redeem them instantly at any Post Office for free Lion Brand stationery.