Promotions are not always the silver bullet that marketers expect. Badly designed, poorly thought out processes and long term implications need to be considered when embarking on developing a promotional campaign. Promotions also cannot be static. Like the people being surveyed, promotions need be able to be changed, adapted and modified easily and in a way that is meaningful.
- When developing a marketing campaign it is very important to ask the hard questions to gauge its potential value.
- Losing focus on ROI and over testing keeps campaigns from getting rid of under-performing programs.
- Having too many steps in joining a membership, along with too much segmentation and research can obscure actual results.
“When you are developing a plan or a marketing campaign ask the hard questions.”