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150 | Ten Minute Tips: Running A Promotion That Doesn’t Damage Your Brand
“How do I run a promotion that doesn’t damage my brand?” is a question I get asked all the time. It’s a valid concern, evidenced no better than by what my friend and fashion brand consultant Elizabeth Stiles calls “The Gap Trap” - where the constant over-promoting and discounting of stock at the famous clothing retailer culminated in the admittedly flagging brand having to shut up shop in the UK. The important thing to remember is that promotions should look like they’re designed for and are beneficial to your customers, but really, first and foremost, they need to work for you! One of the…
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