Les Binet cautions against ‘senseless’ price promotions as recession looms
Michaela JeffersonOnly a “tiny” proportion of promotional sales are shown to be incremental, which means most price promotions actually reduce profits, Binet explained.
Only a “tiny” proportion of promotional sales are shown to be incremental, which means most price promotions actually reduce profits, Binet explained.
Brands heading into a likely recession need to plan using data that can quantify the impacts of reducing, maintaining or even increasing marketing budgets.
In the second iteration of its ‘Rest Easy’ brand platform, Premier Inn is honing in on its reliability messaging as its customers move away from post-pandemic travel, towards a cost of living crisis.
Businesses in “victim” sectors should work out whether investing to secure additional share of market during a downturn is worth the cost, argues econometrician Grace Kite.
When PZ Cussons went from a trade-led organisation to being “in the business of building brands”, the transition was the responsibility of everyone at the company, not just the marketers.
CEO Ramon Laguarta claims consumers in Europe and beyond are following PepsiCo’s brands as they “stretch” to higher price points, although the inflationary environment means challenges ahead.
Marketing budgeting is flawed. Marketers are more confused about budgeting than ever before. Here’s your complete three-step guide to fixing it.
In uncertain times, having control of your digital assets is essential. Even as organisations tighten their belts, investing in marketing remains good practice.
A fan of being your true self over inspiring indifference, entrepreneur Steven Bartlett explains why marketing works if it appeals to the “most desperate” person.
Too great a focus on return on ad spend (ROAS) is leading to short-term thinking and under-investment, which in turn is stifling growth, and it has the potential to be far more damaging than ROI.
Strongly branded companies recover quicker from crises and retain a stronger performance going forward, Brand Finance’s latest research indicates.
CMO Deborah Keay explains how Chase has managed to take a well-known US retail banking brand and turn it into a digital-only success story in the UK.
Marketing Week reveals the top 10 marketers in regulated industries, part of our Top 100 Most Effective Marketers, sponsored by Tag.
Brand lift is a critical metric in understanding the impact of digital advertising on your brand.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here