Future Proofing Your Next Promotional Event

Sometimes things don't go as planned. Those in the promotion and marketing space know this all too well. The pandemic has forced many of us to make quick pivots and develop future proof planning strategies to prepare for the unpredictability of what's to come. 

I was reminded of this during a recent Target run. Normally, about now, the anticipation of the 2020 Olympic Games in Tokyo would be reaching a feverish pitch as sponsors would be celebrating their connection to the event. Instead, a fun, limited-edition Olympic Oreo offering filled with, you guessed it, red, white and blue frosting was now relegated to the back of the store without leveraging their sponsored Olympic Fanfare. 

In another aisle, a free movie ticket to an upcoming blockbuster became much less of a coveted giveaway without a local theater open to redeem it. 

As we get closer to fall, will it be about 'back-to-school' or 'return-to-home'? How will that change up near-pack merchandising? If it's 'back-to-school', will classroom supply lists include items like hand-sanitizer and disinfectant wipes? As my local Target started back-to-school set up, I noticed disposable masks sold near notebooks. Or, how will the retailer plan shift to feature more home-schooling materials if distance learning continues?

Then, fast forward to October, what happens when Halloween creeps in? What if trick-or-treating is frowned upon? How will confectionery brands plan and react during this monster focus period? 

“The pandemic has forced many of us to make quick pivots and develop future proof planning strategies to prepare for the unpredictability of what’s to come. ”

The challenge for those in the CPG space is their packaging needs to be completed well in advance of when an event actually hits. 

With that in mind, here are a few ideas on how you can buy your brand some time, give your team and retail partners some flexibility and future proof your promotion for the unknown. 

Broaden the Theme, Extend the Life 

While it's true, a targeted theme is often what gets the lift. It may be necessary in these times to hedge your bet. Certainly no one could have predicted the Olympics would be postponed for the first time in modern history, but perhaps a broader patriotic theme could have been featured for Independence Day and celebrated more broadly as an All-American offering? 

Sticker the Package 

If you're not ready to commit to a promotional burst, you can always sticker the package after print. The extra time you buy may give your brand the promotional clarity needed to move forward. 

Blip the Box 

Using digital tools like QR codes and augmented reality apps, not only surprise and delight consumers, they also help continue the brand story and allow marketers a little more time to define their promotional offering down the road. Could defining a blip-able element on an existing “out of touch” 2020 Olympic package reveal favorite moments and clips from years’ past? The opportunity to create relevancy is still there with a great promotional partner.

Display Dexterity 

If your brand has invested in a free-standing display to promote the offering, consider creating alternative header cards. You could print it two-sided and allow it to flip for scenarios A or B. Or, if needed, you could send out an alternative sign for unforeseen circumstances. Consider the same for in-store promotional tactics like floor graphics and temporary banners. 

Digital Delivery 

If promotional plans change, use other varied media channels to deliver the updated news. For example, maybe that free movie ticket turns into a digital download with the same UPC code? The change in plans may suddenly become a new traffic driver for a promotion that's struggling at shelf.  Consider the same tactic with in-store media sources for immediate recognition and redemption.  

None of us could have predicted the world we're living in today and no one knows for certain what life will be like a year from now. Get comfortable with the unpredictable. Plan ahead with multiple paths and be prepared to pivot. Promotional marketing isn't going away, but the way we prepare for these key events will continue to evolve.