Adding value will maintain margins

It is increasingly clear that brands can’t continue with price-focused marketing activity. Value-added promotions are a way of increasing brand awareness and sales while maintaining margins and avoiding price wars.

Bogofs and other price promotions are instantly forgotten, whereas a promotion offering an aspirational reward, such as vouchers for money-off holidays or restaurants can deliver long-term benefits to the brand.

Graham Howarth
Director, Protravel


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