Trade Promotions

The Silver Lining to Promotion Budget Cuts

Every marketer has had to do it at some point in their career: pivot away from their carefully crafted promotional calendar in order to reduce costs and free up budget. This has been especially true this year as Gartner’s Annual CMO Spend Survey Research 2020 found that nearly 44% of CMOs are facing midyear budget cuts in 2020 as a result of the pandemic. While diminishing budgets present significant challenges for marketers, there is a silver lining to this situation -- the necessitated modernization of promotional execution. 

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Three Promotional Plays for a Stronger Fourth Quarter

In a “normal” year, the back half of 2020’s promotional calendar would have been locked in months ago. But this year -- it goes without saying -- is different. Despite being in month 10 (!) of the calendar year, some CPG brands and their marketing partners have yet to finalize how, or even if, they will promote during the year’s final quarter. 

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