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
Netflix says it will stop reporting subscription numbers, instead looking at engagement as a key indicator of customer satisfaction and the future strength of the business.
‘That’s why mums go to Iceland’ has been a long-running slogan for the retailer, but it has been tweaked to reflect “all aspects” of its consumer base, its chairman says.
In a bid to create best-in-class teams, how are marketers striking the balance between rewarding existing talent and bringing in new blood?
Greenhushing is a symptom of marketers feeling nervous about how they communicate on sustainability, Pernod Ricard is attempting to “empower” its teams to tackle the issue.