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How not to plan - Les Binet & Sarah Carter
Uncensored CMO
Price Promotions Are Just Like Drugs
When we first started in the business, it was not so obvious that price promotions were a great thing to do. And I think that Epos technology was the reason that there was this huge surge in moving money from cons to trade spend. Trade spend dwarfs the cons budget and it's getting bigger and bigger. The long term trajectory is down. You can get worse and worse and worse. For many years, I within, for example, the IPA, used to sort of say, the advertising industry used to get very worried before digital cons about direct marketing. But now they're all over each other.
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