Sales Promotion in Action - You Wont Find This One in the Business Textbooks
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Take one C-list celebrity. Selloptape 200 £5 notes to a coat and ask the celeb to wear it walking down a busy shopping street. What do you think might happen?
The celeb in question is Cheggers (“whey hey”!) and he was supposed to be leading a sales promotion for Freeview. However, in recession-hit Plymouth, the shoppers couldnt wait for the sales promotion to begin - they simply relieved Cheggers of his fivers. As the article says, “Poor Cheggers didnt stand a chance”.
But wait! Let’s say Cheggers agreed to turn up for a grand. Add to that the cost of the £1,000 in handouts. Thats £2k for a sales promotion that has received extensive press coverage in the tabloid newspapers. That sounds like good value for money to me.
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