Budgeting for the likely redemption rate is essential to the planning process. The
likely speed of redemption - affected by factors such as distribution methods, frequency
of purchase and the promoted product must also be taken into account.
And to make sure you don't get caught short don't forget over redemption insurance
- just to be on the safe side!
LIKELY REDEMPTION RATES
|
Quick Look-up Guide |
Speed of Redemption |
|
Distribution Method |
Weeks from Issue |
|
|
Average |
Range |
Up to 6 |
Up to 10 |
Up to 14 |
|
Demonstration |
75 |
55 - 90 |
75 |
85 |
90 |
|
Direct Mail |
16 |
12.5 - 60 |
12 |
50 |
80 |
|
Door to Door |
6.5 |
3.5 - 18.2 |
12 |
40 |
70 |
|
In Store |
5 |
3 - 20 |
20 |
55 |
75 |
|
Magazine |
1.8 |
0.5 - 3.1 |
16 |
55 |
75 |
|
Newspaper |
1.4 |
0.5 - 2.5 |
45 |
75 |
90 |
|
On Pack |
18 |
12 - 35 |
5 |
20 |
40 |