Step 9: make it move – sales
promotion in a customized world
Sales promotion was one of the first marketing activities to apply some of the thinking behind customizing the brand; namely, by targeting the promotion and making it relevant to the recipient would increase chances for a positive response.
There is an important distinction between traditional, targeted, sales promotion techniques and using sales promotion in the customized branding sense. The difference was explained indirectly in the section on the inverted marketing communication mix in Chapter 15 (p. 139). The difference is essentially that traditional sales promotion has only one objective – get sales – while sales promotion for a customized brand has an additional objective, which is to build the brand. From this it follows that strategy, content, execution and targeting need to be designed so that they actually build the brand within the target segment and not, as many promotions do, exploit the brand values for short-term gain.
The purpose of this chapter is not to cover the subject in any detail as much has been written already on the subject, but more to highlight a few aspects of particular importance and relevance in the context of building a brand.
Any direct marketing person 'worth his salt' will be able to verify that targeted segment promotions are more effective than those