My Best Promotion: Gregg Emmer
GE: Putting a purchase price for the item into the promotion allowed consumers to calculate the great value (getting a $5 item for $2). It also allowed the grocery chain to execute a self-liquidating promotion with the consumer purchase price covering the total cost of the item.
PM: Did you run into any problems or hurdles with the promotion? If so, what were they, and how did you overcome them?
GE: It was too successful and the initial quantity of sleeves ran out in just four days. Customers were allowed to use their receipts as rain checks, which actually increased store traffic.
PM: Do you have any other advice you’d like to give to distributors running a similar promotion? If so, what would it be and why?
GE: Self-liquidating promotions are great concepts for large programs where high volume retail traffic exists.
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