A study conducted by MKT House LAB shows Brazilians’ engagement with this type of Marketing activation.
With the pandemic and the economic downturn worsened by the global event, the profile of consumers who were most engaged with brands' promotional actions has changed. While, for a long time, housewives over 30 years of age predominated as participants in this type of action, now, all audiences are beginning to see advantages in this brand strategy. This is what the study “Promo Não Tem Idade” (Promo Has No Age) points out, conducted by MKT House Lab, MKT House's information hub.
Conducted with over a thousand participants between the ages of 18 and 65 from all over Brazil, using its own methodology, the survey surveyed a series of behaviors about Brazilians and their interest in promotions. According to the survey, frequency at points of sale is a determining factor in engaging with promotions.
In all age groups, the greater the participation in going to points of sale, the greater the inclination to sign up for promotional actions. The highlight for this behavior is among the 65+ public: 86% of them declare that they make purchases in physical retail and 57% affirm that they participated in at least one promotion between January and May of this year.
Brazilians love a promotion – including young people
Promotional activations continue to be a phenomenon among georgia whatsapp data Brazilians. Almost all study participants – 97% – say they like to participate in this type of marketing action and 35% say that in 2021, between January and May, they participated in at least one promotion.
And anyone who thinks that only the more mature public is interested in promotions is mistaken. More than half of young people between 18 and 24 years old (54%) go shopping at points of sale frequently and, of this percentage, 24% have already engaged in some promotion in the first five months of the year.
However, the most effective channel declared by this audience to communicate promotions is social networks – 41% of this group indicates these sites as relevant. Another effective tool to engage the young audience is the “invite a friend” type of mechanics, indicated by 40% of the young people participating in the survey, especially when the prize involved is related to an experience that can be lived together.
Immediacy sets the tone for engagement
Owning a home continues to be desired by all groups analyzed in the study, but when an analysis is performed by gender, women are more inclined to this prize, while men are more interested in cars. In terms of the time it takes to receive the prize, instantaneity is the most effective resource for engaging in any promotion.
More than half of Brazilians – 60% – indicate their preference for promotions that award instant prizes. There is also a large portion of those who have the patience to wait for a big prize in a final draw – 59%. The survey also indicates a growing interest in the cashback modality. More than a third (31%) of Brazilians say they like promotions that return part of the purchase value.