Tobacco Documents Online

CONCEPT _I Special~..avings on a Polaroid "Spirit." THE PROMOTION The least expensive Polaroid camera is the appropriately named "Spirit." This camera is a natural premium for SALEM due to its heavily advertised image as a fun camera used by sociable, outgoing people. It would be offered at various savings options. The camera has a retail value of approximately $18; the consumer could obtain the camera for $10 and 30 proofs of purchase, $12 with 15 proofs of purchase or $13.95 (the self-liquidating price) and two proofs of purchase. WILLIAM ISTY COMPANY, INC. fALti PROMOTION fRRVICLf i

t CONCEPT"II Mail r~d offer: Three free packs with the purchase of three packs THE PROMOTION The consumer sends in three proofs of purchase and an order form (found on the P.O.S.) and receives a coupon good for three free packs of SALEM in the mail. WILLIAM ISTY COMPANY, INC. SALES PROMOTION SERVICES

RATIONALE This prdIbotion has many advantages similar to a B3G3F offer-- with major positive differences. The offer of three free packs is a strong attention-getting device that provides maximum product awareness at the point and time of purchase. The cost of this promotion would be less than a B3G3F offer due to slip- page--many people would buy the required three packs but for any number of reasons not bother to send for the three free packs. On the order form would be a space for the person redeeming the offer to indicate what brand of cigarette he smoked. This would be of benefit to SALEM's direct mail program because new triers could be followed up to help ensure conversion. WILLIAM ISTY COMPANY, INC. fALES PROwOT1OM SERVICES

CONCEPT- III . Airline-ticket discounts with multiple proofs of purchase V_ THE PROMOTION Based on previous discussions with Eastern Airlines and other major carriers, there is a serious degree of interest on their part to offer discounts on airfares tied in with SALEM multiple proofs of purchase. Eastern, which would require a formal pro- posal, might make a "fly anywhere" ticket available to SALEM for approximately $300. The "fly anywhere" ticket has a retail value of up to $1,100. / WiLL1AM ISTY COMPANY, INC. fALES PROMOTION fERVICEf

RATIONZLE The un'IS-sually high value offered in this promotion would break through the promotion clutter and should prove strong in gener- ating trial purchases. Travel being a major recreational activity of SALEM's prime prospects, this promotion--with appropriate P.O.S.--would, in addition to gaining trial, coincide perfectly with the SALEM Spirit positioning. The positive and unique nature of the of- fer alone would result in very favorable promotional results ,for SALEM. WILLIAM ISTY COMPANY, INC. fALEf PROfiIOTiON sER11ICEt

CONCEPT1-V, 25C off in-\pack coupon good for-yc~ext purchase of SALEM THE PROMOTION Special P.O.S.'"items would announce that a coupon good for 25C \ off on your next pack of SALEM was included in each pack of ~ SALEM. WILLIAM ISTY COMPANY, INC. fALLf PROMOTION fERVICLS

RAT I ONA-LE The goa4Fs of this program are trial and conversion sparked by the incentive to continue to buy SALEM due to the on-going 250 savings. The in-pack coupon would motivate follow up purchases and help establish a buying cycle leading to conversion. As an additional benefit to SALEM's research, the consumer redeeming the coupon could be required to write the name of the brand he currently smokes on the coupon. WILLIAM ISTY COMPANY, INC. fAuf PROMOTION fERm[t

CONCEPT V Free near-pack mu_s't'c group or movie poster THE PROMOTION To tie in with SALEM's committment to reach persons who go to :oncerts and movies, SALEM would offer a free near-pack music 3roup or movie poster coinciding with a local appearance by the 3roup or the local opening of the movie. A multiple pack pur- :hase (four banded packs, for example) would be required to ob- - 4063 C`.0 ~ / ~ .~ ~~ . WILL/A1M ISTY COMPANY, INC. sALEs PROMOTION :ERrraE:

RATIONALE - s The high num-ber of bonus packs in this offer increases impulse buying and places a substantial quantity of product in the hands of consumers encouraging conversion. It is our understanding that a similar B3G3F promotion has been used with positive re- sults by CAMEL. \V Pit-CC -. a.,~L ~. ~ ~ WILLIAM ISTY COMPANY, INC. SALES PROMOTION SERI/IC[S ~

RATIONAErE In- or'6A-pack premiums on display are extremely attention getting and maximize awareness of the product at the point and time of purchase. They are traditional successes re- sulting in measurable increases in sales because they pro- vide instant gratification. The premiums, of course, en- courage trial. WILLIAM ISTY COMPANY, INC. SALU PROMOTION tER1/1Ctf