Feature: A view from Ireland

Elevator Promotional Marketing is Northern Ireland’s only specialist promotional marketing agency, and the ISPs only member there. We speak to Sara Callanan, its founder who learned her trade with various London agencies before moving to Northern Ireland in 1994.

“We are often asked to look at promotions developed for the GB market to see whether and how they can be adapted for the Irish market, but sometimes it simply can’t be done”, says Callanan. For example, instant win promotions are illegal in ROI, unless the promoter has secured a lotteries licence via a recognised charity. “We did it for a Stella Artois on-trade promotion last year but it was a lengthy and expensive process. An instant win mechanic for UK residents with a skill-based mechanic for ROI residents can get around the problem”.

In terms of local solutions, on-pack offers can be expensive for promoters – a NI pack volume may be too small to justify a packaging change. Similarly, sourcing unique or bespoke promotional premiums can be more difficult because the volumes just aren’t there to justify tooling.

Lack of regional detail in UK-wide promotions can be an issue. “I see plenty of promotions on packs sold in NI stores where the consumer hasn’t been thought about” says Sara. “Either the offer involves a third party that doesn’t have any outlets locally or poorly drafted terms & conditions exclude NI consumers from participating”.

Alcohol promotions are another potentially tricky area, with the ROI having some of the most restrictive protocols for the promotion of alcohol. MEAS, (Mature Enjoyment of Alcohol in Society) is an independent body set up to ensure that alcohol is sold and promoted in a socially responsible manner. While the MEAS Code of Practice does not apply to Northern Ireland, anyone wishing to run an all-Ireland initiative would need to be aware of its impact.

One final and important point of difference is the strength of regional brands. This can have a major impact on the effectiveness of national promotional campaigns. Even if you’ve never heard of Punjana or Nambarrie (the two most popular brands of tea in Northern Ireland), tasted the wonders of Tayto Cheese & Onion Crisps, spread your Nutty Krust bread with Dromona Butter, or savoured a Spelga Yoghurt, it is worth remembering that your NI consumers have a very special affinity with these iconic brands and may need more than a clever promotion to move away from them.