can you review this and see if I am on the right track to answering the questions? focus on question 2.

What is your take on the sales promotion strategies used by Tim Hortons?

Tim Hortons uses the Roll up the Rim sales promotion strategy to increase brand loyalty and repeat purchases. In 2020 an article was posted that stated their "store sales fell 4.6% in Canada, prompting Tim Hortons to push a new back-to-basics, digitally focused growth plan centered around the mobile app" (Brainstation, 2021). They also looked at reworking this into digital as there was some push from an environmental group on their use of disposable cups. Then covid hit, and while they were offering incentives in early 2020 to use re-useable cups, they weren't offering this during the covid pandemic.

The sales promotion strategy they have is through the rewards program, which they know will increase sales and grow their brand loyalty. Roll up the rims allows them to advertise specific products, promote certain products, like buy 2 breakfast wraps for $5, a chance at winning many prizes as well as collecting points. Their points system allows the consumer to hold on to points for "free" purchases.

I think their sales promotion strategy is great. I know that personally it increases my purchases through Tim's when I otherwise might go to Starbucks. I am not a loyal Tim's coffee drinker, in fact I am not a fan of their coffee at all, but I do like Tea, and so I will purchase tea through them during this time, in hopes of winning something. From Tim's perspective going digital allowed them to obtain quantitative data, for example, sales figures for different locations, who their customers are that are using this sales promotion and what are they purchasing as it is all tracked. With digital advertising spending increasing every year, and many people online, it makes sense for them to utilize this sales promotion digitally as it will have a positive effect on their Return on investment. "The Tim Hortons mobile app in Canada has seen monthly active users grow approximately five-fold since 2018 and about one-third of all Canadian adults have used the Tim's Rewards loyalty program in the last 18 months." (Restaurant Brands International Inc., 2021)

What marketing and communications objectives do they meet?

Tim Horton's uses purpose-driven communication as they are focusing on increasing their brand loyalty through connections with their customers. They do this with using influencers in their ads like Sidney Crosby, and they do this through their apps and loyalty programs.

Their marketing objective is to increase market share.

https://www.restaurantbusinessonline.com/financing/tim-hortons-investing-millions-supercharge-marketing

How does Tim Hortons integrate sales promotions with other components of the marketing communications mix?

Sales promotions are incentives to customers, employees, and employers to increase purchases and grow consumer demand.

The marketing communication mix has 5 elements which are, advertising, public relations, sales promotion, personal selling, and direct marketing.

Tim Horton's integrates both into their Roll up the rim contest by including incentives for their loyalty program i.e., Increase in points for purchases during that period. They have direct marketing that is geared on the app to what you purchase but as well as advertising other products through promotional means, like advertising for their trading cards, and promotion of new products like Lattes. Going digital has allowed them to reach the consumer directly, whereas some advertising in the past might have been missed if you didn't read their billboard or didn't go into the store to purchase one of their products.

Brainstation, 2021.The Strategy Behind Tim Hortons Digital Roll Up the Rim Campaign.https://brainstation.io/magazine/the-strategy-behind-tim-hortons-digital-roll-up-the-rim-campaign

Restaurant Brands International Inc., 2021. Tim Hortons Announces C$80 Million Investment to Support its Back to Basics Plan that is Delivering Results in Product Quality and Digital Experience.https://www.newswire.ca/news-releases/tim-hortons-announces-c-80-million-investment-to-support-its-back-to-basics-plan-that-is-delivering-results-in-product-quality-and-digital-experience-841320213.html