MarCom Guru: Promotional Campaigns on a Budget


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PROMOTIONS generally do not attempt to influence awareness or attitudes like other marketing efforts. Rather, they are designed to stimulate fast sales transactions. Companies use a variety of techniques – contests, discounts, giveaways, samples, more – to pitch these fleeting incentives.

Promos are a relatively easy and affordable way to boost sales numbers. Virtually anyone in the chain can be targeted, from reps to disties to consumers. And the results are measurable. This is why promos are a perennial favorite of consumer products marketers, who blow upwards of 75% budget here.

Unfortunately, the efficacy of promos is short-lived. Worse, they can become a crutch, suffocating your long-term strategy and triggering a gimmicky feel that cheapens the brand.

To reap any residual value, you should attempt to use promos strategically in conjunction with other marketing tools. While this formula may not please your sales team, it will help your company succeed in the long run.

Let other marketing tactics open the sale; leave promos for the big close. The Guru can help you:

We Help Close the Sale with Promotions. Budgeting, financial forecasting. Incentives (sales/service/disty). Premium offers. Sweepstakes & contests. Coupon & discounts. Specialty packs. Continuity/loyalty programs. Rebates/refunds. Sampling. Point of sale. Tie-in/co-op. Trade programs. Cause-related promotions. Loading (multiple purchase packs).
MarCom Guru service packages fit any budget.

Balance. Do you dedicate more than 50% of your marketing budget to promotions, winning showy sales numbers but robbing from more enduring marketing programs? Is your team too oriented to short-term sales successes?

Push/pull. If you're undertaking promo campaigns to push high distribution and display of your product in a retail channel, are you countering that with equal marketing pull through advertising, etc.?

Lasting appeal. Does your promo+product encourage repeat purchases? Or does it devalue the long-term appeal?

Market fray. Do your promos spark price wars or other competitive retaliation, negating their profitable effects?

Identity. Do your promo themes sacrifice brand integrity (look cheap and cheesy) for the sake of quick profits?

Response. Do you allow plenty of time for planning and execution? Create a flow chart/critical path of every involved department and participant? Put a backup plan or program in place in case something falls through (e.g. rainchecks)?

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	How to Sell More Stuff: Promotional Marketing That Really Works, Steve Smith & Don E. Schultz Sales Promotion Essentials: The 10 Basic Sales Promotion Techniques...And How to Use Them, Don E. Schultz.