Consumer PromotionsConsumer Promotions

Chapter 14Chapter 14

Promotions Begin & End Promotions Begin & End With StrategyWith 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 TruthThe Truth

• Few consumer promotions move the sales needle significantly.

• Most brands regurgitate ideas again & again.

• McDonald’s Monopoly• Coca-Cola Red Hot Summer

Most Companies Fail To Most Companies Fail To Appreciate The Potential ImpactAppreciate The Potential Impact

• A great promotion can have lasting effects.

• Can help build brand personality.

• Carve out competitive advantage

• Bump sales

The Plagues of PromotionsThe Plagues of Promotions

• Been There, Done That

• Sleeping Sickness (Lame)

• Trinkets & Trashitis

• Oddsitis

Promotions That WorkPromotions That Work

• Unique, Desirable Offering or Premise

• They make you believe you can win!

• Simple to Enter / Participate

Oscar MeyerOscar Meyer

Goodyear BlimpGoodyear Blimp

Borrowing A PersonalityBorrowing A Personality

• Old Navy / AT&T Wireless / Coke / Ford : American Idol

• P&G / Tylenol / Home Depot

Continuity PromotionsContinuity Promotions

• Seek multiple (series) of purchases

• Fast Food

• Grocery

• Radio Stations

Proprietary PromotionsProprietary Promotions

• Something ONLY available through you!

• Usually tied to a property / contractually protected.

• Olympic Ticket Application Booklets

Octopus Planning MatrixOctopus Planning Matrix

• The key to developing great, holistic promotions.

• Promotion Idea

• Packaging / POS Signage / Media / PR

• Use it to brainstorm!

Cardinal RulesCardinal 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