Picking brains
It was a bitterly cold January morning outside in midtown Manhattan. But once the conversation started, the room started warming up fast. The first-ever PROMO roundtable discussion included some old friends of the magazine and some folks we knew only by reputation but had been wanting to meet. Some of them already knew each other; everyone was meeting me for the first time. But once we got past the introductions, it was as if we’d let the genie out of the bottle. Common wisdom was exploded! Forecasts were forwarded! For over three hours, we reviewed the best and worst practices in promotion marketing, and came up with some really great ideas for making it stronger — and this was all before lunch! While our recap of the discussion couldn’t possibly include the entire transcript, we’ve selected some of the best highlights for you. Enjoy.
Oh, and if you get a message that I’m on the other line, take my call. I might be inviting you to the next roundtable.
IT ONLY COMES ONCE A YEAR Be sure to look for the 2003 Annual Report distributed with this issue. Our reporters went out in the trenches expecting to find a pervasive sense of gloom among brand marketers and agencies, reflective of the general economy. Surprise! There was a smell of confidence in the air! What’s more, when we tallied the numbers, we found that marketing budgets were weighed more heavily toward promotion in 2002 than toward advertising. So much for being the “Avis” of marketing. For a thorough account of all the strategies and tactics at work, turn to the Report. For even more detail, including the actual data tables we drew from, visit www.promomagazine.com.
HELP ME WELCOME the latest addition to the PROMO team. Managing Editor Patricia Odell brings years of experience covering marketing at our sister magazine DIRECT, where she was senior news editor. We know we’ll get the same news saavy from her in her new job.
