The first consideration is to take a holistic view of promotions. In other words, looking not only at how a promotion affects the featured product, but also those around it.
The second is to integrate promotions with overall operations. A successful promotion can greatly affect the supply chain. Out-of-Stocks and distribution voids can take a tremendous positive and turn it into a disaster. The reach and depth of consumer interaction via social networking make being prepared for the results of a promotion more important than ever.
The third is to implement a scalable system that takes into consideration the unique aspects of each location. You should have field personnel who are well trained and have a broad base of experience in understanding company strategic goals and how to transmit and adapt those goals into local tactics. In fact, it would be ideal to have an on-line training center in place in order to ensure the best possible store level execution.
The fourth is to build a solid foundation of data. Having a team that is well in tune with data gathering tools and methods is important. Making a huge investments in information technology and systems which would be fully capable of helping retailers and brand marketers add to the depth of the ever more important pool of data.
And finally the one that really hits home, which is investing in the proper resources. It is important to make sure you have the skill sets, either in-house or outsourced, to properly execute increasingly complex promotions.
