Gift Cards - More folk get it!!

Tuesday, 21 December 2010

TV, billboards, newspaper ads and more!!

It has often been said that prepaid and gift card in the UK and Ireland is about 10 years behind the states but "we're catching up very fast". Maybe that was the case in terms of number of gift card programs being deployed, but it certainly hasn't been in terms of the way in which they have been marketed.

Until now!

This Christmas is the first year I've really seen organisations sell their gift cards as a specific, standalone product in their own right.  As mentioned in a previous post on this blog, Maldron and Clarion hotels both pushed their programs earlier this month through inserts with O2 and electricity bills and, in the past week I've gift cards advertised on bus shelters (Peter Mark), in the newspaper (Fields Jewelers) and even on tele (AllForOne spending a lot on TV advertising).  In addition, stores who have gift cards are starting to display them a little more thoughtfully and prominently.

I know I always sound like I'm harping on but, gift cards are not just a replacement for paper vouchers.  They need to be marketed, merchandised, displayed and sold like another product in your store, hotel, restaurant or online store.

And, if they are, the rewards will come!

SMcI