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Marketing Week: Shell starts up a new promotion

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Marketing Week: Shell starts up a new promotion

Shell is starting another round of forecourt hostilities among the oil majors with its third promotion. Called Make Merry, it is launched on November 5. It will cost the company little short of £4m.

The new promotion, again devised by Don Marketing, is offering more than two million prizes, of Christmas food and wine, plus a number of £10,000 shopping sprees at Harrods as top prizes. Based on matching symbols on a scratch-card, it will last to the end of. December.

“My impression is the public has become rather blasé about these promotions,” says Philip Stein, head of public relation’s for the Motor Agents Association.

“There aren’t many people now who want a particular brand.

“However, I think Shell is out of sight compared to the others when it comes to marketing, and this theme is a very alluring compared to Mastermind, which was too complicated. “

But Mike Beach, Shell’s manager retail advertising services, says: “People are far from tired with promotions, and this is quite a different one, especially as there are instant ‘prizes.”

So far this year, Shell is estimated to have spent about £12m on forecourt promotions, more than any of its competitors. But industry sources reckon the promotions have little impact on market share after 12, weeks from the beginning of the campaign, when share begins to erode.

Shell is advertising the campaign with a ten million leaflet drop and national press cover-age, but there will be no television promotion.


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