Title: VP-director of promotions.
Insight: Consumers have become incredibly promotion-savvy, which has raised the bar for promotion strategists.
Tip: Try the soft-sell touch. Consumers have seen it all; they want originality and real entertainment in promotions.
Opinion: Beer is still an untapped area for promotions. It offers the greatest flexibility and entertainment potential of all categories.
Warning: Avoid clients looking for short-term solutions to long-term brand goals. A poor promotion can hurt far more than it will help a brand.
Secret weapons: Promotions targeting specific age and ethnic groups.
Growth area: On-site marketing for clients with smaller budgets.
Taking maximum advantage: Keeping promotion as separate from advertising operations is a mistake.