Maybe they're just in hibernation, or they've flown south for
winter (I wouldn't blame them), but there seems to be a dearth of
on-pack promotions out there.
As we've said before, pure discounting is a slippery slope, with
few fringe benefits. Consumers will come to expect it and long term
it fuels the consumer's desire to solely buy on price. That's no
fun for anyone.
A well run compelling promotion engages the consumer, develops
and builds on the brand proposition, preserves margin, captures
valuable data and provides a real point of difference between you
and the herd. If you get it really right the pr spin offs, viral
buzz and the Twitterati can
boost the impact of a campaign enormously.
So, marketers, be bold, be brave and be creative. Retailers
maybe putting on the pressure on shaving your bottom line, but they
will always want a good promotion. Just take a look at PromoWatch for
a few live examples - we're loving Doritos King of Ads
and Carlsberg England Team