Theme of 2024: Promotions

The Ehrenberg Bass Institute (Professor Byron Sharp) states:  “While sales promotions can boost sales temporarily, they don’t lead to long-term growth or increased loyalty.”

Hence in this year´s theme devoted to Promotions, we would like to understand the following:

  • Is there a consensus in the academic world regarding the impact of promotions on sales?
  • In which situations might promotions be an ingredient for growth?
  • Why do brands use promotions so often? What are the main reasons for having an active promotion strategy?
  • How do promotions relate to sales activation in general? Is there a roadmap for success?
  • How do successful companies create an active promotion strategy?

How should promotions be communicated?

According to Les Binet, there is a perfect ratio in advertising when it comes to brand building and sales activation.

Based on this we have learned that 40% of the media budget should be dedicated to sales activation.

  • What are the ingredients for a successful promotions strategy?
  • What do successful companies do differently in their sales activation?
  • Which activities are never leading to success?

Boosting Revenue: The Art of Successful Promotion

Reaching the right balance is crucial but also challenging. Hence, in this year´s research study, we will help brands answer the following questions:

  • How to effectively integrate both strategies to ensure short-term revenue but also long-term brand growth?
  • What type of promotions and which channels do you use for promotions?
  • How do you measure the short- and long-term effects of promotions?

Brand Growth Event

On April 11, 2024, the eighth edition of the Brand Growth Event took place. The Brand Growth Event is the peak of the whole year-long ongoing DVJ Brand Growth theme: Promotions.

WHAT IS THE EVENT ABOUT?

  • Online event 
  • Keynote speakers sharing their vision on Promotions regarding Brand Growth:
    • The academic angle from Professor Laurens Sloot, an international expert in disruptive retail forces like discounting, service retailing and digital concepts.
    • Practitioner´s view of Rozmarijn Koppenaal from a successful local and global company Rituals and Mischa Costerm, MA MSc – a behavioural psychologist at NIP.
  • Presentation of the results of DVJ´s Brand Growth Study collected from more than 2,000 marketers in Europe and the US, to discover how to integrate Promotions into a winning brand strategy
Visit event page

What is the Brand Growth Platform?

The Brand Growth platform is a knowledge base providing unique learnings from science, research and practice for marketing and insight professionals looking to grow their brands.

The platform consists of the following components:

FOLLOWING SCIENCE AND ACADEMIC THINKING

We combine academic experience with practice by cooperating with different universities through academic boards that we use for sparring and consultation, our PhD sponsorships to build extensive knowledge, and marketing programs to work with databases and validate insights and tools. We cooperate with marketing professors like Mark Ritson, Les Binet, and Peter Field.

VISION INTERVIEWS WITH MARKET LEADERS

We conducted hundreds of interviews with CMOs, CMIs, CEOs and marketing specialists from brands like Unilever, Domino’s, Samsung, Vodafone and MediaMarkt.

QUANTITATIVE STUDY WITH MARKETING PROFESSIONALS

For the 8th year, we have been conducting a large-scale quantitative study among 2,000+ marketing professionals in Europe and the US. These studies validate our insights and help us understand which strategy or tactics work best.

BRAND GROWTH EVENT

Showcases of best practices from leading brands and the most recent academic learnings presented by marketers and professors. The event brings together all the knowledge and learnings gathered from research, science, and practice over the course of the year.

Read the full Brand Growth story

Ingredients for Brand Growth

Based upon DVJ’s values to share the passion for research and our mission to help clients grow, through the Brand Growth Platform, we provide key ingredients for a winning brand strategy.

Because we believe that there are many angles related to Brand Growth we choose one ingredient that we explore each year.

OUR INGREDIENTS FOR BRAND GROWTH

CSR, Moment of Truth, Data-driven Decision-making, Creative Development, Innovation, Media, Brand

THIS YEAR´S INGREDIENT: PROMOTIONS

Visit last year´s ingredient: CSR

Stats from the past years

  2,300+ attendees

280+ interviews
with CMOs and CMIs

8 years of research into Brand Growth key drivers

8 Events

Brand Growth Study

In this year’s European Brand Growth Study, we interviewed 2,000 marketers from Europe and the US to learn about their perspectives on this topic.

  • Do promotions contribute to long-term brand building?
  • How do sales promotions change consumer behaviour?
  • Are (sales) promotions an ingredient for brand growth?
  • What type of promotions do companies find the most effective? Are those 1+1 free, % discount, or non-price promotions?
  • Which channels do companies use for sales promotions? Are they in-store, online, OOH, on radio, TV, or socials?

By comparing responses from both consumers and marketers, our data result in interesting insights that could fill in some potential perception gaps.

STAY UP TO DATE

All insights from the interviews and the Brand Growth Study were shared during the eighth edition of the Brand Growth Event on April 11, 2024.

Brand Growth Interviews and articles can be found on the website and LinkedIn throughout the year.

 

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