By Martin Vedris
SYDNEY: In a bid to stimulate purchases and encourage consumers to buy Sunbeam appliances this Christmas buying season, Sunbeam has implemented a range of promotional activities.
“With retailers facing serious economic challenges, we have developed a series of marketing initiatives including cashbacks, gift with purchase, competitions and advertising to support all categories,” said Sunbeam CEO, David Jackson.
“Our overall strategy is to encourage consumers to shop for appliances during the peak holiday selling period with incentives that genuinely reward their loyalty.”
To promote its blenders, Sunbeam will provide copy of the Shaken cocktail recipe book valued at $34.95 via redemption for purchases of selected blenders. This promotion runs until 30 November.
Consumers who purchase any product from the Sunbeam Cool Creations novelty appliance range before Christmas can be in the running to win a family trip to Hong Kong Disneyland. Until 24 December, a $12,000 prize package for two adults and two children can be won. The prize includes seven nights accommodation, flights, airport transfers and theme park entry. The promotion is supported via advertising on the TV Cartoon Network and Sunbeam’s novelty microsite www.coolcreations.com.au.
For cash-strapped consumers, up to $30 cashback can be redeemed with the purchase of 22 Sunbeam beverage, food preparation, cooking, home care and personal care appliances. This promotion runs from 1 November to 31 December. The eligible products in the promotion range from RRP $59.95 up to RRP $699 for the Café Series Espresso Machine.
Sunbeam is also giving consumers ‘No Excuses’ when it comes to buying a new BBQ. From 1 November until 31 January 2009, purchasers of a Sunbeam Innovo 4 Burner Gas Barbecue can claim a ‘No Excuses BBQ Pack’ worth $200. The pack, claimable via redemption, includes the Aussie Barbie cookbook plus an esky, stubby holder, apron, cap, bottle opener, hand towel and barbecue tools.
The heat of summer also provides an ideal opportunity for retailers to quench the demand for water purifiers. Sunbeam said its new Water Purifier and Chiller WF7800 will be the hero in an advertising campaign in national magazines from November until January 2009. High circulating titles to be targeted in this campaign include Woman’s Day, New Idea, Better Homes & Gardens, Australian Good Taste and Super Food Ideas.