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6. Communication vs Gifts
We’ve already discussed how, in any promotion, far more of the budget should be allocated to advertising—to communicating the promotion—than to the gifts it offers. What’s the point of giving out numerous or extraordinary prizes if hardly anyone knows about them? Only the customers closest to each salesperson, who will personally inform them about the promotion, will find out. But what about everyone else?
What we often see in many companies is that the idea of offering a great prize or attractive gifts in a promotion seems so appealing that they overlook the importance of communication. They know about it internally, sure, but will all the customers find out? And even more crucially: Will they feel motivated to participate in the promotion based solely on a simple announcement or a casual “word-of-mouth” mention? As with any advertising campaign, persistence is key—a compelling message that reaches people repeatedly through various channels.
We’ve observed that in many companies where promotions fall under the Sales team’s responsibility rather than the Advertising Manager’s, the budget split is often 90% for gifts and just 10% for communicating the promotion. In reality, it should be the exact opposite: 10% for gifts and 90% for communicating the promotion and persuading potential customers to take part.
(To be continued…)
We’ve already discussed how, in any promotion, far more of the budget should be allocated to advertising—to communicating the promotion—than to the gifts it offers. What’s the point of giving out numerous or extraordinary prizes if hardly anyone knows about them? Only the customers closest to each salesperson, who will personally inform them about the promotion, will find out. But what about everyone else?
What we often see in many companies is that the idea of offering a great prize or attractive gifts in a promotion seems so appealing that they overlook the importance of communication. They know about it internally, sure, but will all the customers find out? And even more crucially: Will they feel motivated to participate in the promotion based solely on a simple announcement or a casual “word-of-mouth” mention? As with any advertising campaign, persistence is key—a compelling message that reaches people repeatedly through various channels.
We’ve observed that in many companies where promotions fall under the Sales team’s responsibility rather than the Advertising Manager’s, the budget split is often 90% for gifts and just 10% for communicating the promotion. In reality, it should be the exact opposite: 10% for gifts and 90% for communicating the promotion and persuading potential customers to take part.
(To be continued…)
A journey through the history of the pharmaceutical industry and one of its great laboratories that had its origins in Alfred Nobel...
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