Are your promotional strategies genuinely fostering trust and engagement, or merely offering short-lived spikes in sales?

Carey Trevill hails from a successful agency background with award-winning campaigns across broadcast and non-broadcast media for global brands. She is an experienced business owner which has included the M&A of her agency, going on to manage the UK flagship for global agency group TLC Marketing Worldwide. Swapping stages to work in trade and industry, she was appointed Managing Director of The Institute of Promotional Marketing until 2018 which included a position on the Committee of Advertising Practice in the UK (CAP) examining the broadcast and non-broadcast advertising regulations in the UK. She remains an independent advisor on the CAP Promotional Marketing Direct Response Panel (PMDRP) panel, reviewing promotional and direct marketing cases with the ASA. Working with a wide variety of organisations through her consultancy Mission Element, she provides advice and support to organisations with business growth, operational and change management, campaign compliance, marketing and promotion.

With Carey’s guidance, this episode explores the role of promotions in marketing along with their impact on brand loyalty. In particular, we take a close look at how promotions can sometimes erode brand loyalty by attracting consumers from competitors, resulting in temporary sales spikes that might not sustain long-term growth.

Carey and I discuss the importance of questioning client briefs to ensure promotional activities align with genuine consumer needs and avoid costly missteps. We emphasize the need to question assumptions and foster clear communication to truly understand stakeholders' needs. Drawing from experiences in marketing agencies, we highlight the role of procurement in crafting effective briefs, ensuring campaigns are realistic, compliant, and creative.

Topics covered during this episode include:

• How promotions can simultaneously build and disrupt brand loyalty in marketing.
• Why promotions are often misused, leading to temporary sales boosts but not sustained growth.
• How strategic promotions can foster trust, especially in digital spaces.
• Why consumer behaviours are influenced by platforms like TikTok and the need for simplicity.
• How agencies should challenge client briefs to uncover true priorities and avoid missteps.
• Why understanding the real purpose of promotions is crucial for creating effective strategies.
• How the complexities of using new technologies impact user experience in promotional campaigns.
• Why trust and concise messaging are vital in promotional strategies for capturing consumer attention.
• How agencies can unlock creative potential by questioning initial instructions and assumptions.
• Why challenging the status quo in marketing can lead to more impactful campaigns.
• How data collection obsession can lead to irrelevant promotions and wasted efforts.
• Why testing and planning are essential to meet modern consumer expectations and avoid negative experiences.

Join us for a deep dive into effective promotional strategies and learn how to avoid common pitfalls that could harm your brand loyalty.

Carey Trevill on LinkedIn: https://www.linkedin.com/in/careytrevill/