Episode #82. Today’s episode is a technical skill - Promotional Marketing.
Promotional marketing is a powerful tool aimed to influence a purchasing transaction, often at a point of purchase. Many of us associate it with traditional, short-term sales promotion techniques such as coupons, prize draws, on-pack promotions... but many brands today are applying it more creatively to create meaningful brand building events, experiences, user-generated content and long-term campaigns.
Joining Abby is her guest award-winning, promotional marketing expert Andrew Rae. Working with clients including Air BnB, Ferrero, Mondelez, Molson Coors and Ocado, Andrew’s previous role include MD of the IPM before starting his own agency Another Way.
In this episode, Andrew shares how promotional marketing has evolved to create brand connections on a more personal level. He discusses why promotional marketing shouldn’t be the last part of an integrated campaign and examples of how it can build more long-term engagement.
Plus Andrew’s career highs and lows and advice for marketers approaching a recession.
The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com