Controlling P for place

Product managers are responsible for the whole of the marketing mix. But some parts of it are slightly beyond their grasp.

Not your place.

Not your place.

In August I saw the local lottery trying to boost sales during the summer lull with a special Mercedes SLK promotion, free to all entrants. Arranging the cooperation with the carmaker will have been complex. Setting up the mechanics just as complicated. Getting out posters and putting them up in P for Place just as tricky.

But what happens…? The holder of the small newspaper stand (a key outlet for impulse purchases of lottery tickets) also goes on holiday. Plastering a notice over your wonderful poster … “We’re on holiday”. For almost the entire period of the promotion.

Oops.

Alex Woodruff

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One response to “Controlling P for place

  1. The promotion was for all LOTTO BW partners on the occasion of the 50th birthday of the lottery in BW – not only for this one newspaper stand. The participation was not only possible in August, but as well before (only the draw took place in August 2008).
    So I think the holder of the newspaper stand placed his vacation note exactly at the right place. His customers were informed intime and could decide to take part before his vacation. As the holder is a seller – not a designer – the self-made promotion doesn’t look professionally made, but is an eye catcher between the professional advertisings at his stand. I assume, it hence had high impact.

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