How to Drive Brand Volume and Market Share with Smart Promotions

The marketing landscape is crowded, budgets are tight, and every dollar needs to work harder. While many brands debate whether to prioritize brand building or tactical marketing, there’s a powerful middle ground that delivers both: strategic promotions. When executed with precision, promotions don’t just drive immediate sales - they get your competitors’ best customers and build lasting brand equity. 

 The hidden power of promotions in today’s marketing mix  

Most marketers think of promotions as short-term sales drivers, but our research reveals a more sophisticated reality. Through 50+ years of experience and 50,000+ case studies, we’ve discovered that well-designed promotions accomplish three critical objectives simultaneously: they drive volume by capturing market share from competitors, attract high-value customers who might never have tried your brand, and build brand equity through meaningful product experiences.  

The data confirms what we’ve seen across thousands of campaigns. Promotions create genuine interest, 66% of North Americans have actively searched for more information about a product because of a promotion. This isn’t passive exposure; it’s active engagement that drives deeper brand consideration. 

Our research and experience identifies three key engagement drivers that separate high-performing promotions from mediocre ones: 

Interest generation through strategic visibility 

Promotions cut through the noise by offering tangible value propositions. When consumers encounter a well-crafted promotional offer, they don’t just notice - they investigate. This further investigation creates meaningful brand awareness and brand engagement.  

Action-oriented mechanics that convert intent 

The most effective promotions convert interest into behavior. Our data shows that 76% of Canadians have entered a contest within the past 12 months, demonstrating that consumers actively participate when the value exchange is clear, compelling and simple to participate in. 

Social amplification through word-of-mouth 

Smart promotions become conversation starters. With 78% of Canadians discussing promotions with family and friends, effective campaigns generate organic reach that multiplies your media investment. This social currency transforms customers into brand advocates.  

Cross-generational appeal: Why promotions work for every audience 

One of the most significant discoveries from our research is promotions’ universal effectiveness across demographic segments. Whether you’re targeting younger consumers or seasoned consumer, promotional strategies deliver consistent results when properly executed. 

The purchase influence data tells the story clearly:  

• Gen Z: 82% have purchased new products due to promotions 

• Millennials: 73% have made promotional-driven purchases 

• Gen X/Baby Boomers: 58% have been influenced by promotional offers 

This cross-generational effectiveness makes promotions particularly valuable for brands seeking to expand their customer base while maintaining existing relationships.  

Strategic implementation: Maximizing promotional ROI 

 The key to promotional success lies in strategic integration with your broader marketing mix. Based on our learnings, effective promotional campaigns should focus on three core objectives: 

1. Competitive customer acquisition 

Target promotions toward your competitors’ most valuable customers. Use promotional strategies that build meaningful engagement - sampling programs, exclusive experiences, or value-added offerings that showcase your brand’s unique benefits. Do not focus solely on price discounting.   

2. Brand equity building through product trial

Design promotions that get your product into consumers’ hands. When people experience your brand directly, they form stronger connections than advertising alone can create. This trial-based approach builds long-term loyalty while driving immediate volume.

3. Integrated campaign amplification 

Align promotional timing with your brand advertising cycles. When promotions  complement your awareness campaigns, the combined effect generates both immediate sales lift and sustained brand growth.  

Your next steps for promotional excellence  

Start by identifying your competitors’ customer segments with the highest lifetime value. Develop programs that create meaningful brand experiences for these audiences. Test different approaches to find the optimal balance between immediate conversion and long-term brand building.