Promo Is Not for Me!

Promo is not for me!

The client is always right…right? Well sometimes..... always…
We’re sure that on occasions, potential clients may say, ‘Promo? Nah, I don’t need promo’.

However, as an industry, we know differently. Here’s what we came up with...

I don't need promo because...
I like to blow our money on big spend marketing and even bigger hair.

This glitzy, shoulder padded, glamorous marketer thinks spending big is impressive. She likes to spend more than she needs to get her message across: she loves commercial radio (5.8 cents per impression), magazine ads (4.5 cents per impression), and TV (1.8 cents per impression). Why would she love tangible product marketing when it comes in at only 0.5 cent per impression? She's impressed by the wine list at the long lunch, not by marketing effectiveness.

We don't need promo because...
We're blood-suckers: you can only take a customer once, right?

These guys see people as walking wallets and use any means to separate the customer from their cash. Their motto is 'there are plenty of fish in the sea', so there is no need to show customers you appreciate them. That is why, with 64% of marketers rating promo as the channel most able to make a person feel appreciated, tangible product marketing is not for these guys. They prefer to stick with flat media like print and digital and avoid building any kind of customer connection at all.

I don't need promo because...
With all this charisma, all I need is a video on You Tube and people just chuck money at me!

It's hard to argue with sheer animal magnetism to drive a cause. This all-knowing marketer has it all, so he can scoff at his peers who have to work hard to drive loyalty. He knows that tangible product marketing is the best channel for invoking loyalty to causes or events (59%) - he just doesn't need the help. (and girls - he's single!).

I don't need promo because...
If my customers respond to my marketing, I’ll have to work harder

We all know how much easier it would be without those pesky customers. This marketer has it all worked out. She can impress her boss with flashy, high-profile campaigns and by using buzzwords, charts and spreadsheets, all the while avoiding the channel that is most effective in getting customers to take action - yes, you guessed it - tangible product marketing! Rated by 51% of marketers as the best channel at being able to get a person to take action, it kills TV at 19%, digital 11%, online 10% and print 9%. But those channels do let her chill on a Friday...

We don't need promo because...
The business is a front for the MOB

Understandably, if like one Mr Soprano, you want to fly under the radar and don’t want customers recalling your name, then you don’t want promo. The problem with tangible product marketing is the way it fosters brand recall and awareness, with 61% of marketers rating it as the best channel for constant message reinforcement compared to 15% for TV, 10% for print, 8% for digital and 6% for direct mail. See, too many witnesses.

Of course you need promo! In the real world, tangible product marketing if spend efficiently, creates positive brand perceptions, recall and results.

The statistics quoted in this article are from research conducted by BPMA and ASI.