Sales are down. The store down the block is offering big discounts. The new 2016 printers are set to be released soon, and you have 1000s of the old ones in the warehouse. What to do?
Let’s have a big promotion! Good idea, right? Yes, and no. If you have a marketing strategy and an integrated marketing communications plan AND this promotion fits into your plan and brand messaging, then let’s do it. If not, an ill-conceived, one-off promotion might do more harm than good, eroding your brand’s image, pricing and customer loyalty.
Marketing is not just promotions and rah-rah stuff. It’s much more.