The Shelf · Mark AlexanderAll chapters

Definition

One Lead Job

A promotion should have one lead objective, chosen before the mechanic, the prize or the creative: trial, frequency, basket, data, loyalty or fame. A second job may ride along only if the reward pays for any extra ask and the shopper is not asked to do anything more at the shelf. From The Shelf by Mark Alexander of Bamboo Marketing.

Read the full chapter: Chapter 2, One Lead Job.

Score an idea with Trudy LiteFree and anonymous. Trudy reads your promotion against the Five Levers and names the move. Book a promotion pressure-testA fixed-price Kill Sheet review by Trevor Services before you commit the budget.