Among the findings of the 2005 National Incentive Survey (NIS) - carried out for September's National Incentive Show - were that the 'Buy One Get One Free' retains its crown as most popular promotion and that Tesco enjoys proved to be a double winner, scooping the awards for 'Best brand for promotions' and 'Best loyalty scheme'.

The annual survey provides a fascinating insight into the best, strangest and most influential incentives and promotions as well as exploring the attitudes towards promotions aimed at children and those linked with alcohol and obesity linked foods.

A hot topic in the news due to links with violet crime and binge drinking, over half of respondents to the survey believe that alcohol related promotions are fine, just as long as they are regulated by the drinks industry.

Another hot topic in the news is the obesity 'epidemic' in children, which was also addressed. Two thirds of respondents gave the green light to obesity-linked food promotions and almost half believe that it is OK to target promotions at children.

Strange rewards

When asked to reveal the strangest incentive gifts ever received, a five foot tall advent calendar, branded condoms, a signed picture of David Hasselhoff, a pair of handcuffs, a tree, a piece of land on the moon, a hand-powered phone charger and a lion taming training session were among the weirdest incentives received.

In contrast, some of the best incentive gifts included luxury all expenses paid trips to fantastic destinations such as Orlando and New York, cases of expensive champagne, a day out on a BT Challenge yacht, a beer bottle signed by Tracey Emin and breaks at top class health spa resorts.

Most outrageous

The most outrageous acts that participants have done to receive a free gift included:- pretending to be a journalist, faking a pregnancy to get an upgrade, agreeing to have a tooth filling in order to help a student dentist in Honolulu, a free holiday (of course), dancing in shopping centres, pretending to be an OAP and posing as royalty while travelling in the US.

Buy one get one free still remains the most popular promotion, but free sample is gaining ground as the most favourable promotion with shoppers.

When it comes to shopping, 42% of participants confessed to being most influenced by last year's winner Buy One Get One Free promotions, followed by a free sample (19%), a free gift (15%) and loyalty card points (8%). This showed a real swing from the 2004 results where a free sample only received 4% of the vote.

In store promotions and email entry get seal of approval as in store overtook TV promotions this year with 30% naming the mechanism as the promotion type they most respond to (TV came top with 39% in 2004).

Proving that internet communication has come to the point of not only being used to maximum effect, but also utilised by shoppers and participants, email promotions claimed second place (20%) as the promotion type participants most responded to, with newspapers a close third (17%). TV promotions slumped to fifth position with 11% of the vote - just behind magazine promotions, which took 15%. A huge 71% of people prefer to use email to enter promotions.

Tesco win coveted 'Best brand for promotions' title

With 20% of the votes, Tesco is officially the Best Brand for Promotions' 2005. The second favourite was Virgin with 19%, while Boots stole third place with 16%. The Daily Mail was awarded fourth position with 12% of the vote.

Industry issues

The survey tackled the topical issues of promotions for alcohol and obesity linked foods as well as marketing to children.

The drinks industry was shown to have the continued support of consumers with 54% stating that drink promotions are acceptable as long as they are closely regulated by the drinks industry. 30% were of the opinion that they are fine, as long as they do not promote binge drinking - with only 9% declaring drink promotions to be irresponsible and voting in favour of a total ban.

The 2005 survey revealed a marked shift in opinion towards promotions linked with food and obesity, with two thirds of the voters believing that adults are sufficiently aware to make their own informed decisions on such purchases - a stance that only a quarter of 2004 voters supported. 13% are in favour of a total ban on such promotions (no change from 2004) while 28% of the 2005 voters favour a 9pm watershed on TV promotions and a ban on promoting obesity-linked goods in publications aimed at children.

Almost half of voters gave the green light to general promotions aimed at children, stating that it's up to the parents to control what their children buy, though a third reiterated their support for a 9pm TV watershed and ban on obesity linked foods being promoted in publications aimed at children.

Compared with drinks and obesity-linked foods, promotions aimed at children had the strongest support for a total ban (23%).

Competitions

79% of all voters enter competitions, with 90% entering up to 15 competitions a year. The top prize was mortgage payments (a third of the vote), followed by free travel for a year (22%) and a car (19%).

Promotional appeal

The survey highlighted the strength of the promotional industry, with over two thirds of voters having bought a product on promotion in the last week. 7% had bought a product on promotion on the day of the survey and 17% had made a promotional purchase in the last month.

Loyalty Cards

Two thirds of the voters have up to three loyalty cards, with 73% claiming their rewards. In a bumper year for Tesco, the supermarket emerged as the most popular loyalty scheme, followed by Nectar, Boots and Air Miles.

The National Incentive Show

The National Incentive Survey was conducted by the organisers of The National Incentive Show, the UK's premier autumn incentive, motivation and promotional marketing event.

This survey was carried out in July 2005, based on a sample of 395 people ranging from 15 - 55 years old. 36% of respondents were in the 25-34 age bracket and 27% were in the 35-44 age bracket.

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