Promo - October 2008 - (Page 18) Industry Trends Report 2008 OVERVIEW Promo Lite Continued from page 15 SPEAKING OUT Comments from our survey respondents: • Collectively, we will have to continue to be more creative with our promotional dollars going forward in getting more while working with less. • Budgets have tightened and I would like to see more return for my outlay. • Entertainment is becoming more reliant on promotions, which used to be considered an adjunct to publicity (print and electronic press). • I would like to see other companies more willing to look into the idea of promotions as a source of generating sales/traffic/etc. instead of being stuck in “old” ways. • If the economy picks up, we’ll be increasing our staff. factor is now quality of work, followed by price, then service. This marks a reverse from 2006 when the priorities were service, price, then creative work. Falling to the bottom of the list this year are category-specific performance, credentials and time to market. “Look at the other marketing disciplines like advertising and public relations, where there are significant, long-term client-agency relationships,” Shifrin says. “The quality of the creative work has always been the priority consideration.” He argues that promotion agencies should be held to a similar performance standard. l P METHODOLOGY The survey was conducted for Promo by Penton Research, an in-house firm, between Aug. 28 and Sept. 4, 2008. It was e-mailed to 21,773 of the magazine’s e-newsletter and print subscribers. Results are based on surveys returned by 257 qualified participants. WHAT DRIVES AGENCY REVIEWS Creative work Price Service Client relationships Strategic work Previous relationship Category-specific performance Credentials Time to market 0% 9% 10 20 30 40 50 60 27% 26% 23% 22% 36% 35% 48% 52% 18 October 2008 / WWW.PROMOMAGAZINE.COM / Promo http://www.promomagazine.com
Table of Contents Feed for the Digital Edition of Promo - October 2008 Promo - October 2008 Contents Editor's Note 'Happy' World Legal Challenges Enter the Dragon 2008 Industry Trends Report Overview Direct Mail E-mail Coupons Event Marketing Games, Contests and Sweeps Interactive Licensing Loyalty Marketing Mobile Marketing P&I Product Placement Retail Sampling Q&A: Hoop Dreams Pro Awards Finalists Resource Center The Agency Center Compassion Fatigue Index of Advertisers Promo - October 2008 Promo - October 2008 - Promo - October 2008 (Page Cover1) Promo - October 2008 - Promo - October 2008 (Page Cover2) Promo - October 2008 - Contents (Page 3) Promo - October 2008 - Contents (Page 4) Promo - October 2008 - Contents (Page 5) Promo - October 2008 - Editor's Note (Page 6) Promo - October 2008 - Editor's Note (Page 7) Promo - October 2008 - 'Happy' World (Page 8) Promo - October 2008 - 'Happy' World (Page 9) Promo - October 2008 - Legal Challenges (Page 10) Promo - October 2008 - Legal Challenges (Page 11) Promo - October 2008 - Enter the Dragon (Page 12) Promo - October 2008 - Enter the Dragon (Page 13) Promo - October 2008 - 2008 Industry Trends Report (Page 14) Promo - October 2008 - Overview (Page 15) Promo - October 2008 - Overview (Page 16) Promo - October 2008 - Overview (Page 17) Promo - October 2008 - Overview (Page 18) Promo - October 2008 - Overview (Page 19) Promo - October 2008 - Direct Mail (Page 20) Promo - October 2008 - Direct Mail (Page 21) Promo - October 2008 - E-mail (Page 22) Promo - October 2008 - Coupons (Page 23) Promo - October 2008 - Event Marketing (Page 24) Promo - October 2008 - Event Marketing (Page 25) Promo - October 2008 - Games, Contests and Sweeps (Page 26) Promo - October 2008 - Interactive (Page 27) Promo - October 2008 - Licensing (Page 28) Promo - October 2008 - Licensing (Page 29) Promo - October 2008 - Loyalty Marketing (Page 30) Promo - October 2008 - Loyalty Marketing (Page 31) Promo - October 2008 - Mobile Marketing (Page 32) Promo - October 2008 - Mobile Marketing (Page 33) Promo - October 2008 - P&I (Page 34) Promo - October 2008 - Product Placement (Page 35) Promo - October 2008 - Retail (Page 36) Promo - October 2008 - Sampling (Page 37) Promo - October 2008 - Q&A: Hoop Dreams (Page 38) Promo - October 2008 - Q&A: Hoop Dreams (Page 39) Promo - October 2008 - Q&A: Hoop Dreams (Page 40) Promo - October 2008 - Pro Awards Finalists (Page 41) Promo - October 2008 - Pro Awards Finalists (Page 42) Promo - October 2008 - Pro Awards Finalists (Page 43) Promo - October 2008 - The Agency Center (Page 44) Promo - October 2008 - The Agency Center (Page 45) Promo - October 2008 - The Agency Center (Page 46) Promo - October 2008 - Compassion Fatigue (Page 47) Promo - October 2008 - Compassion Fatigue (Page 48) Promo - October 2008 - Compassion Fatigue (Page 49) Promo - October 2008 - Compassion Fatigue (Page 50) Promo - October 2008 - Compassion Fatigue (Page 51) Promo - October 2008 - Compassion Fatigue (Page 52) Promo - October 2008 - Compassion Fatigue (Page 53) Promo - October 2008 - Compassion Fatigue (Page 54) Promo - October 2008 - Compassion Fatigue (Page 55) Promo - October 2008 - Compassion Fatigue (Page 56) Promo - October 2008 - Index of Advertisers (Page 57) Promo - October 2008 - Index of Advertisers (Page 58) Promo - October 2008 - Index of Advertisers (Page Cover3) Promo - October 2008 - Index of Advertisers (Page Cover4)
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