Promotion Professor Carl Mela BA 460 Product Management Fuqua School of Business • Brand Management System • On Building A Brand • Managing Across Brands Promotion – 1 Agenda • Event Marketing • Sales Promotion Promotion – 2 Event Marketing • $3.7 BB business • Many companies have a separate department for event marketing – – – – – – Sporting Events Music Festivals Causes Arts Self created events (Wall of Velcro) Promotion – 3 Event Marketing Provides Marketers With: • Link to segment or lifestyle (4WD and skiing) • Increased awareness (Dutch Boy ‘In the Paint’ basketball) • Brand associations (Champion plugs and NASCAR) • Enhance corporate image (prestige) Promotion – 4 Event Marketing Provides Marketers With: • Signal of commitment to the community • Entertain key clients (Iron Dukes) • Create excitement for employees Promotion – 5 Event Marketing Risks • Cannot control events – Recent football arrests and affect on brand image – Ensure target audience is matched and images favorable • Payoff hard to measure – DDB Needham 22 of 37 olympic sponsors created no connections in consumers minds. Promotion – 6 Sales Promotion • Trade – Allowances, discounts, etc. • Consumer – Coupons, etc. • Incentive, as opposed to reason to buy Promotion – 7 Trade Promotions • Used to obtain distribution and shelf facings / product placements. • Used to create temporary price reductions to the consumer • Used to control inventory levels (low or high) • Talking point for sales force Promotion – 8 Consumer Promotions • • • • • • Franchise building (samples/message) Non-franchise building (price cuts) Induce trial Induce switching Induce stockpiling Defend against competitive promotions Promotion – 9 Critiques • Short term orientation hurts brand • Inventory and production volatility hurts brand Promotion – 10 Blattberg et al. • Learning from supermarket scanner data – – – – – – – Temporary price cuts substantially increase sales Higher share brands’ deals work better More deals lead to a smaller sales spike Retailers pass through less than 100% Display and feature have huge effect Deals affect store traffic - effect is small Promotions affect sales in complementary categories. Promotion – 11 Blattberg et al. • What we still do not know – Most of volume comes from switchers (short run) – Promotional elasticities exceed price elasticities – There is a post promotion dip – How much of deal effect is incremental – There is a negative long term effect of promotion • New study I will be doing w/IRI data Promotion – 12 Summary • Event Marketing – Ensure event is for proper target audience and that associations are favorable • Sales Promotions – Incentive, not reason, to purchase – Excessive use can damage your brands Promotion – 13