Strategic Promotional Marketing

We work in an industry that has generally missed the point. Let me tell you: "It really isn't just about the premium or product." As reaching consumers through what you might now term "traditional communication" becomes more difficult, there is a need for coordinated and compelling stories.

The difficulty with creating successful promotional marketing is not so much the lack of creative, as Hugh Macleod points out, "we were all born creative" but more so with being able to juggle multiple touch points that integrate the promotion at hand with front row marketing efforts. In a fractured communications environment, many point-of-purchase, competition and coupon promotions make no sense.

Look beyond a short term spike in sales and there is sexy sustained growth for both the brand and the partners. We take a look into the tactics on new business acquisition and retention through a promotional marketing lens. We need to go "through-the-line", stop diluting brand equity with independent messages.

There in't enough room to post the whole article here, so if you're interested, please visit the link below for the full version, complete with graphics:

http://www.accure.com.au/carpark/index.php/strategic-promotional-marketing/