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 Talk.
Feel that there are fewer than before, but wherever we go we seem to find the same product categories with very strong promo product presence.
Seems to be clustering effect, just like when there is a pricing war. Promotional products wars break out between players where those who opt not to gift loose market.
An example from our blog re. USA - Hot Sauces http://theodmgroup.com/2011/02/23/hot-sauce-bottle-neckers-create-a-promo-gifting-buzz
Posted by: Conor | May 30, 2011 at 08:30