VERBATIMS
How does your organization develop
promotion ideas?
Through promotion agencies and in house folks.
Brainstorming - testing - determining needs
Find a cheap vendor and go from there.
Individuals, team meetings, agency
Looking at what our customers need
From marketing insights based from the intergration of knowledge of the brand, consumer and business.
ideations and refinement
we think
Group grope ending with reinventing a previous (believed to be sucessful)promotion.
Through a combination of historical knowledge, current events and imagination.
Generally we rehash the same ideas used for years.
Search trade publications for ideas to steal (err borrow) and modify. Looking for ways to create interactivity around our live entertainment events.
Brainstorming sessions, enless cycle of e-mails punctuated by occaisonal face-to-face meetings
Team brainstorming sessions around a strategy (like new market introduction)
long, rehash-y brainstorms
brainstorm
As a law firm, we are selling a high-end service which does not lend itself easily to promotional marketing.
We start with objectives, target, market(s) and timing and go from there. Those four key items always guide us from there.

We don't. But if we did we would look for "special offers" "discounts" "give-aways" "by one get one", etc. While it may work to move product, it's frought with problems because it erodes brand image at the same time. SP only works for mass marketed products.

A pateneted brainstorming technique involving tequila and a magic 8 Ball
Strategy based on objectives/maximum RO
seat of the pants. we're not scientific.
We base our promos on marketing objectives. For promotional ideas, we try to borrow equity/cred. from trends or similarly-targeted products.
Brainstorm creativly across the 22 divisions of our company. Poach innovative ideas from other companies and apply to our own products and services.
A team of people from our marketing dept. and our design department brainstorm and come up with the next promotional ideas.
not very well!
Review-brand then opportunities then budget
Somebody (usually a sales rep)wants to jumpstart a slow moving category so they request a special promotion, usually a price break or a package deal
Brainstorming, ad hoc committees
Around one central idea.
Just direct mail and some print ads
Wow - good question. A lot of it is based on creativity - depends on what we're attempting to accomplish. Usually, we take two or three concepts to a client and look for their feedback. Then we refine the promo until we think we have a results builder.
through branding
needs analysis with prospects; internal brainstorming; tie-in to events
in conjunction with client, other agencies and our creative team
We generally use the same old stand-bys of give away promotional products and price discounts. "New" promotion here consists of stealing other people's "old" ideas. (Can you tell I don't have much say in our marketing plan?!)
We tend to not be promotional - we don't know how to be
brainstorm, then put them through a brand filter to ensure that we're encouraging brand-related behaviour and building the image of our brand through the nature of the idea and execution.
We understand the equity within the brand and base our ideas on further enhancing the brand association.
Brainstorming
They come to me in the shower and I bound out, dripping, to write them on a scratch pad. Actually, I look at what my needs and the needs of my clients are -- increasing sales, assisting customers, taking advantage of a new medium -- and act from there.

Determine objectives/develop clear strategies/then "imaginate"
Depends. Most of the time we develop them after having a lot of coffee. They are usually generated to solve a problem, test the marketplace. That kinda thing. The majority of our promotions are web-based (E-mail blasts, etc.). Not sure if that answers "how" we do it?
brainstorming new ideas, taking old ideas (or competitors) and making them better, see what attracts people - anything to drive the gates
Brainstorming. Building on previous ideas or successes. Borrowing from proven methods in other markets.
brainstorming, customer suggestions, copy some idea we have seen, marketing ideas, or the big bosses idea
I work in television as the promotions director. Brainstorming after market analysis usually yields best results to deliver what our audience wants.
good old brain storming and of course that never admitted extract from the tried and true of the past
combo of sales, marketing and creative
Brainstorming with the desired consumer end result in mind. In other words, thinking of what we want the response to be and then working a promotion to that rather than starting with the notion of coming up with a cool promotion (that might not ever achieve the desired result no matter how cool it is.).
We start with the objective and the target audience and work backwards to develop an offer or a selling proposition that will give that audience a benefit its members actually care about receiving.
Majority through group brainstorm/think against a client supplied brief. BEST usually one person noodling lots of thoughts into strong ideas
Brainstorm with internal and creative consumers
Blending desired response with brand standards and our little black magic mojo bag we pull creative ideas from.
internal brainstorms
mostly driven by marketing VP and business practice leaders who collaborate to create promotional materials for client mailings - also host seminars quarterly on relevant topics, but that's as creative as we get for now...
client driven (typically via merchandising/sales instead of mktng)
Based on our product concept, and growing up ideas related to our product.
Strategic & Brainstorming process - with many check points / reality checks along the way
The HVAC industry is very weather related. It is hard to sell an AC if we are having a cool summer. We try to build our promotions based on what we think the weather will be like. It also depends on how busy the sales reps are. If things are starting to slow down for them, we will try to come up with a promotion to jump start sales again.
over sushi
try to think out-of-the-box; watch what others do ... especially those in non-competing spaces
Tap into people within our company, including creatives, account people and back room. We put fresh people on idea-generating teams so that they're not stale. We also generate ideas from outside the company using target consumers, research, and general immersion into the target consumers' lifestyles to inspire us.

Marketing generates; Sales inputs; Management shoots down and does own thing.
Secret sauce.
brainstorming, also some of the newsletters I receive (eg. brandweek) report on innovative and/or successful promotions.
Based on and executed through access to consumer transactions in-store. Consumers are targeted and communicated to based on thier individual purchase histories.
brainstorming - sharing ideas as a group - also with other non-competing businesses
The CEO states his wishes. The DM and events folks try to design programs that support his preferences.
research and brainstorming
Brand relevance and creating consumer excitement to enforce this relevance while creating profitable sales.
Understanding the underlying problem or opportunity...the means or embodiment of the solution are secondary to that...
oh please. my brain hurts. no rest for the weary.
Brainstorming and research
develop programs that strategically align brand message with consumer likes/dislikes through brainstorm sessions
Outside agencies Customer requests Develop based on positioning
We start with an atmosphere conducive to promotional thinking. We respect the discipline and look upon it in that way -- as a discipline. As such, everyone here is an "idea person." We do, howeverm have individuals integrated into the compaby who are concept specialists -- sort of the missing link between classic marketers and classic creatives. Theor job is to weave together the swatches of ideas that come from all other into cohesive, strategically sound, creatively compelling and, in spite of appearances, simple ideas.
By considering the selling proposition from the customers perspective and designing incentives that speak to them directly.
Usually brainstorming in groups. We will select a product(s) or service(s) to focus on, and begin the idea-generation process for promoting it/them.
Team, including consumer research, agency support, product relevance
varies
Start with client goal/objective then match with audience interest and extend to an unforced, natural execution that adds value.
Depends upon the situation
Brainstorm
Mostly from a brand-building standpoint, which is to say we don't do a lot of it. Sales promotion in its purest form is a tool for creating short-term sales/inventory-reduction - not building or protecting long-term brand equity.

Group brainstorming against a specific objective; ideas must be evaluated against overall creative brief or positioning document.
cross functional brainstorms led by someone with years of ideation experience
depends on the product category but is typically build on knowledge and category expertise and does eventually involve agencies
copy competitors
brainstorm
Via trend input, experience, engaging group brainstorms, internal reviews, ask the consumer
through a PR service
Usually ideas from the CEO - with no testing, they're just executed.
Through the Client and our Account & Creative teams
start with season or holiday, then start with merchandising techniques and customer product information
For United we help them leverage their brand through sponsorships. we will build a promotion/sweepstakes around each sponsorship and incorporate a revenue-driving component to help drive ticket sales. The platform has been "access". United gives you access to these events (through this sponsorship) and United gives you access to several destinations around the world.
Internally
Begin with the brand essence, then create relevant, believable extensions of the brand's value proposition. From there it's a balancing act with brand integrity and promotional tactics.
We have a team devoted to creating promotional ideas.
individual thinking and idea development group brainstorming
Group brainstorming, networking and research.
First develop a brand communication approach that incorporates both brand positioning and brand objectives. Then, use this approach to guide, focus and fine tune promotional ideas.
Individual comes up with original creative. Group helps define various elements of promotion and fine tune to fit audience.
collaboration with trade partner/retailer after setting objectives with client, then internal brainstorming with teams
Through an understanding of the goals and needs of our strategic partners. If a common goal is identified, we can both contribute what we have in our arsenal to the greater good of the partnership.
By using a group brainstorming session
internally, agency input, customers, partners

Brainstorming - looking at competition - individual creativity - focus groups, etc.
By identifying the client's specific goal (brand awareness, sales drive) and tailoring a procedure that will grab the consumer's attention and drive him/her to a specific action (enter a sweeps, buy a product to get a premium, etc.)
Marketing folks fed by brainstorm
I'm at a university, so committees are behind virtually everything. That and tight budgets prohibit development of much beyond the usual. We rely heavily on vendors for ideas.
Strategic platform, brand match, specific obj-develop against above
Marketing Department
merging new media and mass media around branded content
Mostly through brainstorming
Best ideas come from middle management (they keep close to the customer)
Begin w/ promo calendar, competitive environment and objectives for the respective period; then we look to ideas that will resonate with all constituencies (consumer, retailer, distributor), as I work w/ a 3-tier distribution system. We then look to partners (promotional or celebrity) for borrowed equity to help increase the relevance of the brand, as it is in a below-premium category.
Use outside facilitation and expert resources to get to really fresh stuff.
We've developed a 12-step process that begins with information gathering and ends with a post program analysis that incorporates results and learnings. Our organization builds into all promotions a means to measure effectiveness against stated goals and ROI analysis. We develop promotions based on brand strategy and focused on affecting the attitude and behavior of all who make, sell and use our clients' products or services.
not our business goal
Usually many brainstorming ideas shared over the internet.
Working with a client to see what their desired results are; what is it they want to accomplish. Then brainstorming, everyone is asked to submit ideas.
Creative meetings, ie, at the golf course, outdoor cafe, web search, publications, etc.
Brainstorming and store checks.
Thru age old practice of sleep depravation mixed with alcohol.

As a large financial services corporation, we use an outside ad agency to develop product promotions, ads, and to preserve brand loyalty
Creative idea generating sessions with staff
collectively with the planning, creative and experiential teams
I develop them for clients based on my 20 years experience in promotions
Consumer insights, competitive analysis, brand strategies are key inputs. Combine all factors for a promotion that is meaningful, relevant & motivating.
We have a team of promotion specialists who work internally and with external resources (agencies) as well.
Either Storyboarding or a Eureka!
Combination 'bubble up' from those closest to the retailer or consumer, and 'percolate' from brand groups and outside agencies.
competitive analysis, brand fit, etc.
un-systematically. we rely on individuals to create an idea and then convince others that it could work.
Brainstorming in teams
we're a research organisation & promotions are part of the tactical suggestions we might make
initially by braistorming guided by biz strategy . . . but all those ideas eventually gets killed and the VP decides how the audience he obviously knows nothing about will best respond to promos
Collaboration with media planning and creative agencies
active review of what good promotional campaigns look like these days
In departmental meetings.
I worked for an agency, we monitored trends and brainstorm ideas

well orchestrated brainstorm sessions based on sound strategic planning
Brainstorming Analyzing past results from other promotions.
Understanding target market psychographics "what delights the customer" Understanding success or failure of previous promotions Understanding what the competition are doing
1. Clear objectives. 2. Pre-determined measurements. 3. Established budget 4. Turn the creatives loose
sales promo and marketing depts
'Rework the wheel' from other wheels
Based on the core brand promise, we find an innovative and creative way to appeal to consumers.
yeah, right...
we identify the objective/goal and then brainstorm ideas...we don't have any $$ to test them though
We sell intangible services, public relations and marketing, so we look for ways to personify our goals. We sit with boxes of crayons and write on butcher -block paper until we hit it.
researching customer base
meetings
typically we start with a brainstorm session, then break out and review ideas. Next step is to think about concepts separately and bring those ideas together, then narrow the list down to selections being presented.
It can come from anybody, internal or external partners
Most come from off-hours, humorous conversations not ment to be promotion generating conversations
think tank approach
Through a combination of partnering unrelated items/sectors into fresh new avenues that drive new business to our existing business

many hours of brainstorming
segment market, choose channels and add wit
brainstorming
group brainstorm
I take a close look at the client and the objective. Then I put myself in the mindset of their target audience . . . . what appeals to them, where are they, what would they respond to, etc. Then, I brainstorm ideas that uniquely engage the audience with the objective, narrow the list down and present it for approval.
mass brainstorming
Based on business problem.
sit and think
brainstorm ... encourage all partners to generate ideas
Direct Mail to set membership base
LOTS of CAFFEINE and large craniums! :-)
Creative brainstorming with cross-departmental team.
collective brainstorm involving suits and creative - but ultimately resides with GAD inc harge of campaign.
Listening to client needs
We avoid them at all costs, except for very tactical reasons.
Brainstorming sessions based on research of potential property tie-ins
Utilize agency for offline, utlize web marketing team for online, with consultation fron 3rd party as needed.

Variety of ways with both internal and external resources.
brainstorming w/clients based on surveys
In the context of the brand presentation, the situation and the audience, we identify the kinds of tools/objects that would be used and would enhance the brand persona, then build around that concept, finding the best solution at the right price, and always looking for something of quality that's distinctive.
We have two forms of promotion: for our business (brand) and for a particluar line (brand) of retail product we carry. A retail promotion can be created totally in-house or with the manufacturer. Promotional ideas for our business (high-end hair salon) usually come out of discussions between my husband and myself. Our employees freely input their ideas, as well.
Brainstorming
Based on product or service being promoted concepts are expolored that will involve the participant in a way that is directly related to the product or service -- comps are developed and testing done.
Creative strategy sessions combined with creative ideation and design sessions.
Shot gun. Very little planning. Chinese staff.
cross-promote with media and/or major organisations
the idea has to first and foresmost not erode the brand image and has to be exciting and captivating enough to ensure continued sales long after the promotion is over
I work in Danone, Bulgaria- usually we buy ready promotions from a advertising companies
by teamworking and using artists in creating
With strategic planning brainstorming and then with a creative brainstorming.
client briefs, adaption of ATL campaign
in house brainstorming
Naturally. It's part of the job.
Monthly product brainstormings.

1. start with target consumer info 2. develop strategy(s) 3. brainstorm ideas and tactics
Uses advertising agencies
Uncover consumer insight. Develop strategies. Brainstorm , brainstorm, brainstorm until we break-through.
We begin with the objectives -- then develop a strategy that meets those objectives -- then utilize tactics that the strategy dictates -- and then develop the creative, which ties back to the brandís equity and positioning.
We don't have just one way, but we do have a saying that a good idea can come from anyone and it doesn't matter what title you have. Everyone is included in brainstorming. Just as a note on your survey, I find it very interesting. Our promotion agency touts "the big idea." But, in general, I'd say most promotions are about the tactic... let's say mobile marketing or sampling. We think it's very important to come up with the idea that's going to enhance a brand's image - and then use the tactics which best fit the brand's objective and targeted consumer.
Brain storming
By becoming fully versed in our clients products/services, doing our homework (research), interactive brain storming sessions with our entire agency, then do it all over again until we develop at 3 creative, yet functional concepts.
Brainstorm
We're a promotions agency so our ultimate goal is always the same... to create compelling brand experiences that people enjoy having.
Combination of agency and internal ideas.
Brainstorming, Studying the competition
First, determine timing/budget, team creative session, then creative concept (and then research/sources) , or research/sources (and then creative), final sourcing and graphic/copy development, logistics.
Assemble group with pertinent expertise Brainstorm. Brainstorm. Brainstorm. White paper 1, White paper 2, White paper 3, Creative guidelines First creative, revision, Final creative Final presentation
We have a number of different creative areas, some of which work with outside consultants.
Usually wait until an upcoming event and develop a promotion to go along with it.
Brainstorm with internal stakeholders and creative team
brainstorming sessions among the staff.

Brainstorms, focus groups
Don't really know. Sometimes you would think it was through the use of magic mushrooms.
We hold brainstorm sessions prior to the pitch, and after the assignment is given. Always trying to come up with something unique/different, and a plan that makes sense for tie-in partners, the demographics and for the retailer (often times).
Marketing team and ad agency
client input; internal brainstorm... don't know if I understand the question.
Work with agency, marketing,sales, customers, and allied firms to get new ideas
It's an after thought...after the tv media plan is finalized. Unfortunately, it is not integrated into the strategic plan.
brainstorming with clients and internally
based on research and insights about the consumer we're targeting and the brand objectives
Creative team with input from others
Buy figuring out what would be best for the product within its particular environment or target.
Cross functional team lead by Marketing
research + staff brainstorming
Team goes to a restaurant, has a good lunch to talk about the product/projct, maybe have a couple of beers or wine, toss out ideas; project manager collects all ideas on big Post-It notes, then takes them back, sorts, and offers proposal/creative based on ideas.
individual ideas, incubated, then expanded by others in our team
brainstorming
Brainstorm, look at the target's needs/wants

Most organizations have a variation of: know the brand strategy, know the ideal consumer, know the marketplace including competition then with knowlege create/brainstorm ideas - NOT tactics, a fault many organizations fall into (read your question three)
Brainstorm sessions and a lot of coffee!
With a creative team going out to the consumners and asking them what they feel the brand should be contributing to the consumers.
Consider products that we feel need a boost and have brainstorming sessions on ideas to promote them.
My company produces custom promotions and incentive programs using travel as the primary reward. Promotional ideas are developed in the field and driven by our client's sales objectives.
We have a proprietary promotional optimization process called Loopz (TM). In part, it uses a form of the delphi technique to generate ideas with experts and/or consumers, and a form of conjoint analysis to measure and optimize the value of those ideas with the target audience. Because both techniques are conducted online, they are extremely time and cost efficient.
knowledge of the client's business, research and brain storming
crreative only after a promotional idea has been proposed
after consultation with client, we try to develop ideas that meet and exceed their objectives. We look at who else is doing what, what we like, what we want to change and what would motivate us as consumers.
Basicly copy promotional techniques that have shown effect and then add some 'creativity'
by mapping where our target audience will be (fairs, stores, etc.) and by assessing what will drive them to a location and creating promos around it.
Me.
we outline the need, then survey options that would reach that goal, then implement
through consumer research in line with brand image
in close partnership with suppliers
We are a marketing services, not a promotion, firm. Our promotion ideas emerge spontaneously as an outgrowth of project work, or as we think about our customers and prospects.
Brainstorm integrated marketing efforts.