Using the Insight area
The objective here is to provide you with a central resource for;
- Information to improve your aim
- Tools to help you measure and improve your communication
- Industry information to keep in touch with trends
Here you have searchable news and articles that you can see on the right. With Tools and Techniques on the top.
You can also see on the right White Papers that have been published so far, and those planned for the future.
Increasingly the Promotional Marketing Industry needs to measure, and be seen to measure, by promoters who recognise that they need to strike a balance.
This balance is between giving away brand values as the price is discounted, and offering no incentive for changed behaviour, by spending all on an advertising creative.
In an era where INSTITUTE OF PROMOTIONAL MARKETING research, combined with a recent report from moneysupermarket.com indicates discounts in the market worth £44 Billion, incentives are always going to get in the way of a purchase decision based on pure brand values.
Getting the right proportion of investment between the creative and the incentive is absolutely vital. And, increasingly, supporting the creative is research. Research into the shopper, the shopping experience and the triggers to change.
Which is why an important initiative for us is our links with the University of Westminster, and pioneering the use of eye-tracking with emotion-tracking. This shows you what caught the eye, and why.
Click here to shine bright lights on that elusive moment of truth.Benchmarking your approach either with the best in class, or with your last activity makes sense on so many levels, that allocating some budget to peace of mind here should be a no-brainer.
Meanwhile, you can check how top-of mind your current implementation is by checking with Top of Mind Monitor on the techniques bar at the top. This links to one of our members, Google..
Meanwhile the devil in the detail is that of implementation. The right stock, in the right place at the right time. Our themed approach, the Path to Loyalty focuses on Price Discounting, in particular in fmcg. If you have to do it, do it well. This paper pulls together best in class approaches to maximising the return here.
As a general principle, you need to ensure the right message, the right stock, in the right place at the right time. Traditional responses focus on putting people in store, when the issue revolves round store systems.
Click Here for the systems based alternative.There is a more general concern expressed by the Office of Fair Trading, who we are helping with their investigation into questionable pricing and availability policies. High value discounts ruin by retailers where there is little availability, by accident, or by design, may well come under more formal scrutiny
Watch this space if you want to be ahead of the game!
