Promo - March 2009 - (Page 19) Commentary LETTERS to the editor Think Long Term Re: Promotions that Work in a Down Economy (December 2008) It’s actually quite cut and dried if you look at it. In the short term, marketers and retailers may think that reining in the purse strings is the most efficient move. But as in all other aspects of the economy, it pays to think long term—especially when you factor in that the consumer’s attention is harder to grab. In the beginning of this current “recession,” all the word of mouth echoed the same voice: “Cut back on promotions” and any advertising expenditures overall. Now we are slowly but surely seeing a trend developing—people are seeing the data, and the data speak volumes. Spending a bit more, when done prudently and creatively (e.g., direct consumer marketing/sampling events) equals higher sales and overall gain. It is completely normal to be squeamish about this approach at first, but you can’t argue with the logic—or the numbers, for that matter. Andrea Hammel President and Owner Premiere Talent USA TALK TO US! We’d like to hear what you have to say about us or about news, trends and issues in promotion marketing. To contact the editor: Mail: Promo, 249 W. 17th St., 3rd Floor, New York, NY 10011-5300 E-mail: patricia.odell@penton.com Phone: 203-358-4183 Register by March 6 & save $200 Save an additional 15% Use code NY15PRM March 23-27 Hilton New York The Ultimate Search Engine Marketing & Optimization Event From mobile search to link-building to online video, Search Engine Strategies New York will help you understand how search works, how it’s changing, and how you can use it to your company’s advantage. SearchEngineStrategies.com/newyork http://www.SearchEngineStrategies.com/newyork http://www.SearchEngineStrategies.com/newyork
Table of Contents Feed for the Digital Edition of Promo - March 2009 Promo - March 2009 Contents Editor's Note No Lumps Sampling by Surprise Legal Check Smartphone Shoppers Taxes and Twitter New Rules of the Road Commentary In Your Face Phones and Flash Social Studies The Agency Center Resource Center Peer-to-Peer Index of Advertisers Promo - March 2009 Promo - March 2009 - Promo - March 2009 (Page Cover1) Promo - March 2009 - Promo - March 2009 (Page Cover2) Promo - March 2009 - Contents (Page 3) Promo - March 2009 - Contents (Page 4) Promo - March 2009 - Contents (Page 5) Promo - March 2009 - Editor's Note (Page 6) Promo - March 2009 - Editor's Note (Page 7) Promo - March 2009 - No Lumps (Page 8) Promo - March 2009 - No Lumps (Page 9) Promo - March 2009 - Sampling by Surprise (Page 10) Promo - March 2009 - Sampling by Surprise (Page 11) Promo - March 2009 - Legal Check (Page 12) Promo - March 2009 - Smartphone Shoppers (Page 13) Promo - March 2009 - Taxes and Twitter (Page 14) Promo - March 2009 - Taxes and Twitter (Page 15) Promo - March 2009 - New Rules of the Road (Page 16) Promo - March 2009 - New Rules of the Road (Page 17) Promo - March 2009 - Commentary (Page 18) Promo - March 2009 - Commentary (Page 19) Promo - March 2009 - Commentary (Page 20) Promo - March 2009 - Commentary (Page 21) Promo - March 2009 - In Your Face (Page 22) Promo - March 2009 - In Your Face (Page 23) Promo - March 2009 - In Your Face (Page 24) Promo - March 2009 - In Your Face (Page 25) Promo - March 2009 - Phones and Flash (Page 26) Promo - March 2009 - Phones and Flash (Page 27) Promo - March 2009 - Social Studies (Page 28) Promo - March 2009 - Social Studies (Page 29) Promo - March 2009 - Social Studies (Page 30) Promo - March 2009 - Social Studies (Page 31) Promo - March 2009 - The Agency Center (Page 32) Promo - March 2009 - Resource Center (Page 33) Promo - March 2009 - Resource Center (Page 34) Promo - March 2009 - Resource Center (Page 35) Promo - March 2009 - Peer-to-Peer (Page 36) Promo - March 2009 - Peer-to-Peer (Page 37) Promo - March 2009 - Peer-to-Peer (Page 38) Promo - March 2009 - Peer-to-Peer (Page 39) Promo - March 2009 - Peer-to-Peer (Page 40) Promo - March 2009 - Index of Advertisers (Page 41) Promo - March 2009 - Index of Advertisers (Page 42) Promo - March 2009 - Index of Advertisers (Page Cover3) Promo - March 2009 - Index of Advertisers (Page Cover4)
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