We were recently asked by a local magazine to do a Q and A on Self-liquidating promotions in South Africa. below are the questions and Answers we gave, hope you find them insightful. Self – Liquidating promotions refer to a sales promotion in which the cost of the campaign is covered by the incremental revenue generated by the promotion and the brand itself.

1. What part does technology play in the self-liquidating promotions game? 

Studies show that social media marketing campaigns (internet marketing), when designed and executed properly do affect buying behaviour and do increase sales as a result. Social media efforts create long term improvement in customer engagement. In saying this, selling directly via social media does not work, you have to stimulate the engagement by your community in an engaging way.  

2. What platforms work best in terms of advertising and maintaining momentum in promotions?

Twitter – you can interact directly with brands and customers, multiple times per day. Relevance is the key to making your voice heard on Twitter. Another good platform for advertising is Facebook. Of all social networks, Facebook is best equipped to continuously share responses to a post asking a question or sparking conversation. Answers then appear in friends of your respondents, spreading the conversation, which is great for advertising.  


3. What tech products have proven to be the most widely distributed and which have proven to be the most popular? (i.e. just because everyone gives away flash disks doesn’t mean everyone thinks it’s a great corporate gift) 

We at Promo Connection have distributed a large number of earphones and headphones over the last two years. We believe that this has been a great techi gift as they have a high perceived value and are a widely used item. In today’s world, just about everyone would use a pair of earphones, whether it be at the gym or on your way to work.  

4. How has technology changed the self-liquidating promotions game?  Social Media started out as a bit of a novelty – But it has taken hold as a game changing force that will reshape advertising at its very core. Social media has changed the way people interact amongst themselves and with their media. Social media has given us the opportunity to hear what our consumers want and feel, to grow the relationships with our clients and to engage with our consumers on a continuous basis.