Brands need the x-factor to grab impulse buyers in times of crunch.

As the recession continues, it is no surprise that more and more manufacturers are looking for new and innovative ways of making their brands stand out on shelf. Competition is fierce and so is the need to keep sales on track.

According to a recent survey by GfK NOP – a leading market research and consumer insight agency – over 30% of consumers were more actively searching for deals.

Unsurprisingly, Denny Bros has seen an increase in the number of enquiries for promotional Fix-a-Form leaflet labels as agencies and brand owners seek to persuade price and quality-conscious shoppers to swap one brand for another. Companies are using Fix-a-Form as an alternative to discounting at the point of purchase, giving customers the ‘feel good’ factor without compromising the brand positioning.

Stephen Jarrold, Sales & Marketing Director at Denny Bros, comments, “In times of low consumer spending companies look to promote heavily on price but the evidence suggests that heavy discounting and/or offers such as buy-one-get-one-free can damage a brand’s image in the long term.”

“All of the hard work that has been put in to create a premium brand can be undone by companies who panic when sales start to dip in tough trading conditions. It is true that consumers love a bargain but brand owners must consider the long term effect on their brands.”

“The reason we have seen a substantial increase in the number of orders for promotional Fix-a-Form leaflet labels is that an increasing number of brand owners see this as the perfect mechanic for adding real value to their products.”

Enhancing on-shelf presence and making your products stand out is as important as ever and Fix-a-Form leaflet labels are being used to cross-promote product ranges, encourage repeat purchase and offer additional benefits, such as collector schemes and in one recent Fix-a-Form, a free magazine subscription.

Stefan Regula, Denny Bros Ltd, August 2009