Promotions

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Key points

Promotions are potentially the most damaging communication medium for your brand. All brands are about building a relationship with focus customer segments based on trust & intimacy. Promotions tend to be about sandbagging non-focus segments into immediate purchases, with the inevitable result that a lot of loyal customers get hit too - & resentful, if they see non-customers receiving incentives to purchase which, as loyal customers, they are not entitled to.

There are some brands whose values are all about sandbagging for opportunistic bargain seekers. These need to keep promoting as if their commercial lives depend on it (they do).

In general, successful branding is about long term relationships, not short term sales, so promotions should be about building & enriching the brand, showing gratitude to loyal customers within a brand's focus customer segment, & providing the occasional reminder that you are still interested in their custom & value your relationship with them.

In this respect, customised promotions, which demonstrate an understanding of the customer as an individual, can be very effective.

Measurement

In branding terms, measure the impact of promotions on your brand profile, not on your sales.

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