Raising Promotion’s Idea Bar
- Topics:
- Direct Marketing
- Tags:
- Branding,
- East West Creative,
- Management,
- Marketing,
- Promotion,
- Promotion Business,
- Sales,
- Sales Strategy,
- Strategy
- Source:
- East West Creative
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Overview: The promotion business is known for a lot of things, but originality is not one of them. The overwhelming majority of new promotions are, in fact, derivatives of old ones. It is an industry where the canard that there are only seven ideas in promotion is just about an article of faith. Actually, there is an 8th idea — it’s that the promotion discipline is rich in creative potential. It’s the one area of marketing that’s all about aligning with consumer lifestyles and changing consumer behavior. Raising the idea bar on promotion means taking new non linear approaches, however, that could mean new processes and new kinds of organizations designed to interrupt old patterns of thought. Good ideas in promotion are no longer just short-term and tactical. The bigger the idea, the greater its staying power — and the greater the potential of promotion not only to build sales, but to build brands. The article focuses upon 8 mindcrackers that can transport a brand from promotional monotony to conclusive competitive advantage.
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Format: PDF | Size: 55KB | Date: Jan 2003 | Pages: 10
