How To Build Clarity with Promotion

The Relationship Between Clarity and Promotion

Your brand’s Clarity is how clear the purpose of your brand is in the lives of people. Brands are able to drive their Clarity through Promotions by ensuring that any product discounts are supported across the product experience, providing extra details on how and when the product should be used. 

Increasing your Clarity through Promotions can easily be done within your brand’s promotional calendar. If your brand is most often used during a time of the day, day of the week, month of the year, or even season for example, you can play up your promotions during your brand’s key peaks and valleys to drive home the role it has within peoples’ lives at that specific moment.

To do this effectively, you will need to consider: 

1. Is my brand “occasion-based”? Brands that are seasonal or occasion-based might find their Clarity scores increase more than other brands when on Promotion. This is simply because people are buying your product or using your service for a specific reason during a specific time.

2. Once in hand, does my product’s role become clear? The Clarity of your product becomes clearer when it is bought and used, but Promotions are a great way to drive trial of your product. Clear messaging on pack and in point of sale displays educate how and when the product is best used, and will help cement your brand’s role in people’s routines. 

3. Can cross-promotions emphasize my product’s purpose? Cross-promotions can absolutely be used to drive your brand’s Clarity. When you promote your product with a complementary gift that already has strong Clarity, this can help your brand piggy-back off that clear purpose. 

What should you do next?

• Communicate the exact role of your brand during the promotional period. 
• Ensure that the surrounding materials – whether they’re your point of sale display units or the other brand’s featured alongside yours – create an engaging experience for the buyer where they can imagine how, when, and why they would or should use your product.
• Consider how cross-promotions can be used to drive your brand’s Clarity by associating it with another product that’s part of the same usage moment. 

How to determine if it’s working.

• Keep a close eye on your Value for Money over the time period when you start optimizing your Product Delivery. As you make incremental changes to your website, the way your product is delivered, and exclusive offers to those shopping online, you will start to see your Value for Money increase. 

• When your brand has a promotional activity running – whether in store or online, keep an eye on the change in your brand’s Clarity.  
• As more people get their hands on your products and services, the role of your brand and where it fits in their lives should increase as long as the communication surrounding the promotion is clear. Listen to how people communicate about your product across social media and the photos they choose to post of your product. See if your product appears in the right situations to determine whether people understand the real role of your brand.  
  
  
  Guidance from:
  Michael Coden | Head of Marketing, ProQuo AI
  
  Michael has spent 10 years developing and building brands across the US, Europe and Australasia for global companies.