consumer promotions chapter 14. promotions begin & end with strategy the first stop in...
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Consumer PromotionsConsumer Promotions
Chapter 14Chapter 14
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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?
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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
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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
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The Plagues of PromotionsThe Plagues of Promotions
• Been There, Done That
• Sleeping Sickness (Lame)
• Trinkets & Trashitis
• Oddsitis
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Promotions That WorkPromotions That Work
• Unique, Desirable Offering or Premise
• They make you believe you can win!
• Simple to Enter / Participate
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Oscar MeyerOscar Meyer
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Goodyear BlimpGoodyear Blimp
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Borrowing A PersonalityBorrowing A Personality
• Old Navy / AT&T Wireless / Coke / Ford : American Idol
• P&G / Tylenol / Home Depot
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Continuity PromotionsContinuity Promotions
• Seek multiple (series) of purchases
• Fast Food
• Grocery
• Radio Stations
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Proprietary PromotionsProprietary Promotions
• Something ONLY available through you!
• Usually tied to a property / contractually protected.
• Olympic Ticket Application Booklets
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Octopus Planning MatrixOctopus Planning Matrix
• The key to developing great, holistic promotions.
• Promotion Idea
• Packaging / POS Signage / Media / PR
• Use it to brainstorm!
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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