Instant wins losing popularity, research suggests

Fotorama has released research that suggests that instant win promotions are no longer the preferred mechanic being used by brands and agencies to entice customers.

According to the research, instant win offers fell to 24 per cent in 2009, compared with 39 per cent in 2008.

This is the lowest percentage rating ever achieved by instant win promotions over the last four years, which averaged at 39 per cent.

All of the other major promotional mechanics proved far more popular, each returning a 'personal best' during the same 12-month period.

Forty per cent of the tenders received by Fotorama in 2009 were for coupon promotions in contrast to 35 per cent in 2008.

Cash-back offers were even more popular in 2009, with 22 per cent of brands opting for this promotional choice compared with 17 per cent in 2008.

Additionally, a decent proportion of brands and agencies opted for other promotional mechanics such as collector packs, free mail-ins and self-liquidating promotions, equating to 14 per cent.

This figure also rose when compared with 2008 data, when these collective mechanics only achieved nine per cent of the vote.

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