Promotional Marketing is undergoing a quiet revolution. As a result, there are some amazing gains to be made by the modern, future-facing high street retailer - but only if we understand what’s changed, and only if we are prepared to adapt our plans accordingly.

The changes have been driven by the interplay of four factors, only one of which is commonly recognised as a core part of traditional Promotional Marketing: Sales promotion Technological innovation Retail space Brand promotion

Each one is fundamental to promotional marketing. But a successful ‘live’ brand must balance them appropriately to keep up with a constantly changing market and audience. Historically, the scales have been tipped heavily towards sales promotion, but more recently we have seen some brands refresh their positioning by engaging with technology within the retail space or abandoning sales promotion completely for brand promotion instead.