The Path to Loyalty Step 2 Published Version.pdf
The Path to Loyalty – Step Two | In Place of Price
Insight and the Strategic Value of Promotional Marketing
The Institute of Promotional Marketing is investing in research in order to illustrate the strategic value
of what our members do, over and above the tactical capabilities of promotional marketing.
This research clearly benefits our members and also helps us reach out to the wider promotional
We at the IPM know that the UK produces the best promotional marketing campaigns in the
world – you only have to look at the success of promotional work created by British agencies in the
European IMC Awards and the worldwide Globe Awards to see that.
But knowing our work is world-class is not enough. We have to be able to prove to marketers that
promotional marketing can deliver the goods, so they can demonstrate, to their managing directors,
their finance directors and their boards, our real strategic value.
In the healthcare profession right now, the talk is of ‘evidence-based medicine’ – treatments that
work because they have the research to prove it. What we need right now is to build evidencebased promotional marketing.
Until the IPM started its current research programme, our industry sector had been sadly lacking
in that kind of research, which means that we have been at a disadvantage compared with
advertising, direct marketing, digital and media buying. We need to close that gap.
We need to be able to demonstrate why award-winning campaigns work; how value-added
promotions build brands; why a focus on price-promotions only can damage brands; how different
techniques can work together to deliver a whole that is greater than the sum of its parts…
Above all, we need to show how real insights into consumer responses to different techniques
can lead to creative solutions that in turn drive successful value-added campaigns that change
Bob Suppiah Chairman, Institute of Promotional Marketing