CONSUMER PROMOTIONS MADE EASY
Programs that use a consumer incentive almost always involve other external marketing tactics, such as advertising (which promotes the offer), event marketing (where the offer gets delivered), channel building strategies (for retailer buy-in) and sales incentive programs (for sales force or distributors buy-in).
Consumer incentive strategy is similar to the development of almost any other incentive program, with one exception: the implementation. Details involved in marketing and distributing noncash awards in conjunction with consumer offers, and working with stakeholders (retailers who have their business rules to obey) are different. Consumers promotions are sales strategies that encourage customers and prospects to buy a product or service.
