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Promotional incentives represent a powerful motivation tool. If used properly, they can increase brand awareness within a target market, drive traffic to a company's website, and create a lift in sales. What's more, they can be integrated easily through in-pack bonuses, point-of-sale freebies, broad market mail drops, and a variety of other distribution channels. Promotional incentives are an effective vehicle for tapping into new markets or expanding an existing customer base. They can be used to support customer loyalty programs, motivate sales staff, or launch new products. This paper focuses on the use of promotional incentives in the context of increasing brand awareness, lifting sales, and driving online traffic.
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