Dansu Dansu

Štai jūsų dėmesiui trumpas interviu su D. Britanijos Jeremy Sternu (Institute of Sales Promotions), skaitysiančiu lapkričio pradžioje vyksiančioje “Wazzap?” konferencijoje. 

What have been the most important trends in sales promotions area in Europe in 2008?

The last few years have seen a lot of confusion in the marketing industry with no single trend standing out. A few years ago the future was thought to be in loyalty cards, but for most retailers these have failed to deliver the hoped for results and several have now closed or been significantly changed.  Equally SMS / text was once the “new kid on the block” and was well use for text to win type promotions. But as the public soon discovered, these have a tendency to be instant lose for 99% of all entrants, and now marketers are having to change they way they use texts to avoid lower response rates.

But if there has been one constant element it has been the drive to get consumers to go online, to visit branded promotional websites and there to participate in a promotion via on pack codes or games of change etc. In this way, promoters are able to gather consumer information and establish a personal dialogue at relatively low cost. This is a trend that is bound to continue.

Another trend has been the increasing power of fewer more powerful retailers. They tend to value price over brand building promotion and focus for 3 for 2, 50% free and other “added value” offers. This is attend to grow as the economy slows and commodity prices rise.

Finally a word about Experiential Marketing – this is about taking the brand to the people ( roadshows, instore sampling etc). This was popular at the beginning of the century with its emphasis on impact and direct consumer interaction. However as budgets get tight, brand managers are looking at the financial value of these very expensive campaigns, that may only offer contact with thousands of consumers, rather the millions that other marketing techniques can touch.

How does the recession affect sales promotions (compared to other forms of marketing)

I am old enough to remember the last recession in the UK in the mid 80´s. I was working at Tesco there, and things changed in just a few months. From trying to compare ourselves ( and our own label products) to those of Marks and Spencers, the focus suddenly became to price match against the discounters. And the same is happening now – with Tesco in particular now comparing its prices and products to those of Netto and Lidl, and claiming that it is Britain´s Biggest Discounter. Others have joined the rush to value, with both Marks and Spencers and Waitrose running big advertising campaigns offering A Meal for Two for £10 ( including main course, dessert and bottle of wine).  This sort of packaged offer is bound to grow in popularity.

Sulauksime tokių promo ir Lietuvoje… Gerai vartotojams, vargas gamintojams…