A Curious Case of Chocolate and Promotions

I recently bought a chocolate bar, my favourite kind. The on-pack redemption promotion didn’t influence my purchase, but as a marketer with a keen interest in sales promotions, I decided to try it.

Accessing the promotional website was a bit of an adventure. It took three attempts to successfully scan the QR code, which was inconveniently placed on the packaging. Once on the site, I had to provide my name and address and confirm that I was over eighteen. Then came the tricky part—entering the serial number and batch number from the packaging. Of course, unwrapping the bar tore through the very information I needed. With some determined effort, I managed to piece together the required data.

I hit enter, eager to see the result. Not a winner. Fair enough, but what surprised me was the lack of any follow-up message – no “thank you,” no “enjoy your chocolate,” not even a simple “we appreciate you.” The promotion that hadn’t influenced my purchase had now, ironically, diminished my opinion of the brand.

This experience got me thinking about the calculations behind such promotions. Surely, the marketing department measures the sales increase of running a promotion. But do they consider the potential damage to their brand caused by a perfunctory, impersonal, and cumbersome execution? I have my doubts.

Analysis of Promotional Effectiveness

Marketing departments typically focus on quantifiable metrics like sales uplift when evaluating promotions. However, this approach often overlooks crucial factors:

1. User experience: The ease and enjoyment of participating in the promotion can significantly impact brand perception.
2. Brand consistency: Promotions should align with the brand’s values and image to reinforce positive associations.
3. Customer feedback: Gathering and analysing participant reactions can provide valuable insights for future campaigns.
4. Long-term brand impact: While promotions may boost short-term sales, their effect on long-term brand loyalty and perception is equally important.

To create more effective and brand-enhancing promotions, companies should:

• Simplify the participation process
• Provide value to all participants, not just winners
• Ensure the promotion reflects and reinforces the brand’s identity
• Include metrics for brand perception and customer satisfaction in their evaluation

By considering these factors, brands can design promotions that not only drive sales but also strengthen customer relationships and enhance brand equity. And I can enjoy my chocolate without a bitter taste.

Kevin Harrington Partner

Kevin Harrington is a Partner at Exit Factor UK, helping SME owners increase business value & build a rewarding, well-planned exit. Former CMO at BBC Worldwide.

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