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April 05, 2006

Build long-term brand loyalty with synergistic promotionals

A recent Business Week article announced the exclusive pizza partnership between Papa John's International and Six Flags nationwide theme parks. The alliance calls for Papa John's pizza to be sold at about 60 locations inside Six Flags' 29 theme parks, as well as joint Web and e-mail marketing initiatives and in-store promotions.

Together, Six Flags and Papa John's said they are aiming to reach new customers. During the summer season, Papa John's will display Six Flags advertisements on its boxes at restaurants within 100 miles of a theme park and will distribute promotional DVDs. At Six Flags theme parks, customers will receive Papa John's coupons and other promotional materials.

Long-term brand loyalty can be developed by both businesses here – get the kids when they're young, and they'll be back—with their moms and dads now, and with their own families down the road. Some promotional ideas that would work well here include a plastic kids' cup with lid. It's colorful, useful and long-lasting, with two imprint locations – very convenient when you're in synergistic mode.

Seatbelt pals are a somewhat more unique promotional product, and because they're safety related (and keep children entertained during car trips), parents will be suitably impressed too. Of course, the fact that the soft, plush animals are just so darn cute will make them a major hit with kids of all ages.

Posted by farfromboring at April 5, 2006 04:36 PM