True, many organisations look for a proper roster of sales promotion suppliers, co-ordinate and plan well ahead and run seamless programmes that deliver for manufacturer, retailer and consumer alike.

Sadly, however, all too often beleaguered marketing managers, under pressure from all fronts, tend to put sales promotion on the back burner, and then look for quick fix solutions as deadlines draw near.

And there are plenty of Sales Promotion Agencies happy to come and talk to you about the latest licensing agreement they’ve just captured, and how it can be tailored to your product to create that seamless relationship between brand and consumer that is precisely what you need to excite the retailer and achieve your targets.

The problem is that, whilst at first glance this could be the answer to a maiden’s prayer, the reality is that, all too often, you may be being handed a poisoned chalice. This is especially true if you are dealing with an unfamiliar supplier. Whilst the vast majority will have taken time out to research your organisation and needs before knocking on the door, there are inevitably less detailed operators for whom style rules over content. Deal with them at your peril.

Whilst they may be able to offer you the latest hot topic for an on-pack, the chances are you’ll not be alone. You will need to be re-assured of exclusivity, practicality and on time delivery before you even move off first base.

This is particularly true if you are up against time and need a quick fix.

The ‘It’ll be alright on the night’ routine delivered by some agencies simply isn’t good enough and is likely to leave you with major problems on your hands. Deadlines will tighten and you will be locked into a roller coaster ride, spending too much valuable time and effort checking and cross checking progress and budgets. Sound in any way familiar?

The best way to make sure that you are not placed in this type of space is pretty much page one, chapter one, paragraph one of the Sales Promotion Handbook.

If you are active in Sales Promotion in any way it really does pay to give it the attention it deserves – in much the same way as you would a major piece of above the line activity.

Make sure you have the right Agency (or roster of agencies) on board – one which understands you, your business, your supply lines, your distribution channels and your consumer as well as you do.

Work with them from an advanced stage to devise appropriate strategies and involve them with your other marcoms suppliers whenever relevant. Make sure they are aware of key hit dates, so you can be sure that they will never produce a recommendation that leaves too much to circumstance. Better to hold over that idea until next time around rather than let it go askew with all the surrounding knock on effect that that will create.

Always look for truly original thinking. But be aware that jumping on the bandwagon of some ‘latest craze’ at the last minute can cause issues down the road, especially if the latest craze is short lived and your promotion is locked in for a release date when all the hype has become yesterday’s news.

Take a tip out of the book of those of us who live by successful promotion. They become intrinsically linked with a group of licensees and work with their Sales Promotion Agencies on truly extended lead times.

That way they can be sure to have something on-pack (or on offer) which ties in perfectly with latest events. And you’ll never have to take a risk with an Agency bringing you a pre-packed solution that turns into a Pandoras Box.

DOWNLOAD