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Consumer Promotions

Consumer Promotions. Chapter 14. Promotions Begin & End With Strategy. The first stop in brainstorming promotion ideas is the brand positioning statement. Does it support the benefits? Does it support the reason why?. The Truth. Few consumer promotions move the sales needle significantly.

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Consumer Promotions

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  1. Consumer Promotions Chapter 14

  2. Promotions Begin & End With Strategy • The first stop in brainstorming promotion ideas is the brand positioning statement. • Does it support the benefits? • Does it support the reason why?

  3. The Truth • Few consumer promotions move the sales needle significantly. • Most brands regurgitate ideas again & again. • McDonald’s Monopoly • Coca-Cola Red Hot Summer

  4. Most Companies Fail To Appreciate The Potential Impact • A great promotion can have lasting effects. • Can help build brand personality. • Carve out competitive advantage • Bump sales

  5. The Plagues of Promotions • Been There, Done That • Sleeping Sickness (Lame) • Trinkets & Trashitis • Oddsitis

  6. Promotions That Work • Unique, Desirable Offering or Premise • They make you believe you can win! • Simple to Enter / Participate

  7. Oscar Meyer

  8. Goodyear Blimp

  9. Borrowing A Personality • Old Navy / AT&T Wireless / Coke / Ford : American Idol • P&G / Tylenol / Home Depot

  10. Continuity Promotions • Seek multiple (series) of purchases • Fast Food • Grocery • Radio Stations

  11. Proprietary Promotions • Something ONLY available through you! • Usually tied to a property / contractually protected. • Olympic Ticket Application Booklets

  12. Octopus Planning Matrix • The key to developing great, holistic promotions. • Promotion Idea • Packaging / POS Signage / Media / PR • Use it to brainstorm!

  13. Cardinal Rules • Avoid the sea of sameness • Life’s to short to work on ideas that will only grow your business +1% to +2% • DREAM THE IMPOSSIBLE DREAM

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