Posted on December 9, 2012 by Adrian

Promotional risk: How should Hoover have assessed the financial side of the promotion?

In a previous blog post we recounted the details of the Hoover free flights fiasco, which ultimately cost the business £48m and its independence (it was bought by Candy 6 years after the launch of the promotion). How can you make sure that your brand does not find itself in the same situation? The short answer Read More

Posted on December 2, 2012 by Adrian

Promotional risk: a matter for the board?

Promotions and promotional risk have typically been considered by the company Board to be low-risk activities which can easily be handled by Marketing departments and their agencies. If things go wrong, Marketing will sort it out. After all it’s not really even our problem: it’s the agency’s, isn’t it? Sadly, if a promotion does go Read More