I recently joined the team at Mando Promotions as an Account Executive, starting in June this year.
Several factors drew me to Mando Agency, but the main one was its connection to marketing services. With a background in Business Management and Marketing from my university studies, I found Mando’s work especially appealing. During my research on their website and through my interview, I was excited to learn about the impressive projects they’ve been involved in, such as McDonald’s Monopoly and Sky Cinema’s 2 free Vue tickets every month.
Before joining, I’ll admit, I wasn’t too familiar with what a fixed fee promotions agency does. But since starting, it’s been fascinating to discover how a company like Mando Promotions partners with major brands and the top marketing agencies, earning their trust to manage their promotions, time and again. Over the past few months, I’ve gained valuable insights into the intricate world of promotions and the behind-the-scenes efforts that drive their success. Here’s a glimpse into what I’ve learned so far.
Since starting at Mando, I’ve picked up a lot. One of the first things being the concept of a fixed fee. And honestly, it’s changed the way I shop! Before, I never really noticed the promotions at supermarkets like Tesco or Sainsbury’s. Now, when I’m shopping, I’m scanning the aisle fins for those big, bold fonts and checking the packaging for promotions I can join in on to see how they work and what I can learn.
A few weeks ago, I did my first supermarket sweep, and it was eye-opening. I couldn’t believe how many promotions were running, everything from on-pack click-to-wins to coupons in retailer magazines giving consumers money off their next purchase. I found brands like Kellogg’s, Kopparberg, General Mills, and Premier Foods Group all opting for different ways for consumers to enter their promotions. It’s wild to think there’s probably a promotion banner on every aisle of the store! I’ve become that person who can’t just pop into a shop without scoping out what promotions are happening.
What’s cool about these campaigns is that they can all be structured with a fixed fee, whether it’s an on-pack money-back offer, a click-to-win or coupon distribution. It’s a way for brands and agencies to remove the financial risk upfront, which makes it easier for everyone involved. This is one of the main services that Mando offer when we’re asked to support a business looking to run a promotion.
What I’ve learnt so far at Mando: how fixed fee works
A fixed fee essentially transfers the financial risk of a promotion from the brand to Mando. Here’s how it works:
- We receive a brief from the client and depending how far developed the concept is, we help develop the strategy and user journey. Once the user journey is defined, we brief the risk team. The fixed fee is calculated upfront by the Director of Risk using detailed data and forecasting models.
- This fee covers all consumer redemptions throughout the promotion, ensuring that the brand only pays once and leaves the risk management to Mando.
The beauty of this approach? Brands can launch bold, exciting promotional campaigns without stressing over unexpected costs.
Key factors in calculating fixed fees
Calculating a fixed fee involves considering several critical variables:
- Choosing the Right Mechanic: This involves picking the type of promotion, whether it’s cashback, instant wins, claimable gifts, or coupons. The easier it is for consumers to enter, the more likely they are to participate, which in turn affects redemption rates. We work closely with our clients to tailor the promotion mechanic to drive the desired level of engagement and ensure the redemptions meet their goals, all within a fixed fee.
- Reward Appeal: The more attractive the reward, the higher the participation. Cash rewards and money-off deals tend to be crowd favourites—after all, who doesn’t love saving or winning money?
- Entry Limitations: Allowing multiple entries or keeping the entry process open-ended can significantly influence how many people take part.
- Promotion Communication: How you spread the word matters. Whether it’s in-store advertising, on-pack stickers, or redesigned packaging, effective communication is key to getting consumers excited and involved.
- Media Budget Allocation: How the promotional budget is spread across various media channels can make or break the campaign’s reach and overall impact.
By keeping these factors in mind, it ensures the promotions run smoothly and deliver results for our clients, all while keeping costs predictable with a fixed fee.
The services Mando offer
Mando offers a range of services including Strategic Recommendations, Mechanic Guidance, Fixed Fee Management, Partner Management, Prize Sourcing, Prize Algorithm & Microsites, T&Cs, Legal Compliance Advice, Customer Service Platforms, Secure Prize Fulfilment, Winner Verification Management and Full Data Analysis.
T&Cs and the process of validating claims are critical to the success and fairness of any promotion. Ensuring that only valid entrants are rewarded helps maintain the integrity of promotions, protecting both the brand and the participants.
We can look after as much (or as little) as you need
It’s essential to have clear, well-written T&Cs that outline the rules, eligibility requirements, and the process for making a claim. This sets the right expectations for consumers and helps avoid confusion. Once the promotion is live, validating claims becomes crucial. It’s important to verify that each claim meets the conditions specified in the promotion, ensuring that only legitimate entries receive rewards.
Of course, there are always a few consumers who will try their luck with invalid claims, whether by mistake or on purpose. While it’s important to treat every entrant fairly, it’s equally important to enforce the rules strictly. By maintaining this balance, we ensure that the promotional campaign runs smoothly and that only those who meet the criteria receive their well-earned rewards.
In the end, a well-executed validation process builds trust with consumers, keeps the promotion on track, and upholds the brand’s reputation.
The bigger picture
Learning about these different elements has given me a real appreciation for just how carefully planned and executed promotions need to be for everything to go off without a hitch. Every detail can have a big impact on the success of a campaign and its overall cost. Working at a fixed fee promotions company has really opened my eyes to the complexities behind the scenes, from strategic planning to managing risk. It’s shown me how crucial it is to get everything right in order to run successful and smooth campaigns.
