Everything has a level. A degree. A measure.
Risk is no exception.
If all risks were the same, they wouldn’t be risks. But this is what we do. And we thrive on it.
Our experience in understanding a client’s needs and identifying the risk implications of a promotion is unrivalled. We say a promotion begins with the objective not the technique. Once we know the ‘why’, we can focus on the ‘how’. It’s an approach that’s significantly influenced by a promotion’s direction.
Risk is good. Risk identification is vital.
The table below shows how we might evaluate sales promotions and the impact of different mechanics.
|Promotional Objective||Build Awareness||Create Trial||Create Repeat/Enhanced Purchase||Build Loyalty|
|Sales Promotion Technique||
|Implication for Redemption||Low Redemption||High Redemption||Low Redemption||High Redemption|
|Implication for Risk||LOW/MEDIUM||HIGH||MEDIUM||MEDIUM/HIGH|
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Mando is a trading name of Mando Corporation Limited, a private limited company and wholly owned subsidiary of WPP Group plc, 27 Farm Street, London, W1J 5RJ. www.wpp.com Mando Corporation Limited is a registered company in England and Wales:
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