Snapshot
Being Generous And Restrained At The Same Time
A jewellery manufacturer deals with the problem of promotional initiatives being difficult to withdraw if unsustainable by wrapping them up in a separate promotional concept that offers a timely exit if desired ... Check out below how to breed from this Sebir
Goal
Improve market awareness of a jewellery manufacturer
Problem
New promotional ideas that prove too costly can be difficult to retract without damaging customer sentiment
Sebir
Market awareness is enhanced through integrating the promotional idea with a time or activity-limited event. For instance, an online ring supplier offers a 'perfect fit' guarantee or a replacement ring at no cost to the first 1000 buyers at the beginning of a new year. Based on take-up, the initiative can be continued or plausibly withdrawn once the milestone is reached Framing the promotional idea as an 'exclusive' offer removes any perception that it should become normal practice and allows any decision about its continuance to be made without causing resentment among customers
Breeding Hint 2
Think how you might tap into the general reasonableness of people by communicating with them more directly and being upfront about your goals. This could lift revenues and enhance the perception of your customer service
Breeding Hint 1
Think about how you might become more adventurous in trialing various price and promotional initiatives by 'ring-fencing' their implementation. This could open up lots more marketing ideas for testing