Consumer Promotions

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.
• McDonalds 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 / ATT Wireless / Coke / Ford
  American Idol
• PG / 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
• Lifes to short to work on ideas that will only
  grow your business 1 to 2
• DREAM THE IMPOSSIBLE DREAM