tag:blogger.com,1999:blog-2767812925588956531.post3222904530628172529..comments2023-07-19T04:18:19.395-04:00Comments on Marketing Engagement by Valerie Conyngham: A morning commute gift from Dunkin DonutsMarketing Engagementhttp://www.blogger.com/profile/07704376975870501522noreply@blogger.comBlogger1125tag:blogger.com,1999:blog-2767812925588956531.post-18452446074041713182008-02-15T11:23:00.000-05:002008-02-15T11:23:00.000-05:00So did you redeem the coupon, or are you planning ...So did you redeem the coupon, or are you planning to ... no, I am not planning to take it from you, was just curious to see the effectiveness of the promo, which partly is already cause its created this positive brand impression on you, the consumer, but did it translate into a sale?<BR/>A quote from Philip Kotler has stuck in my head from way back when I was reading his book as part of Marketing Management during my MBA which said " The ain't any brand loyalty that a 2 cents off cannot buy".. this was the opening quote to the section on sales promotion. In this case I can see the $1 off on Dunkin doing two things (a) reward existing consumers - and there are loads of those in the Boston area who swear by Dunkin. So in a true way, that can either be seen as a revenue lost (these guys are queuing up to buy coffee anyway), or seen as rewarding loyal consumers by saying, "Appreciate it, and what better way than a monetary incentive of a $) and (b) driving trial among new consumers (new coffee drinkers and competitive users0.<BR/>The smart thing is any promotion is if it can be seamlessly linked to the core Brand proposition, which I agree with you, Dunkin is doing very well. This is linked to their mantra of "America runs on Dunkin" and at the same time is engaging consumers when and where they are most receptive i.e. morning commute to work.Rishihttps://www.blogger.com/profile/17471735512081168394noreply@blogger.com