Definition

The Five Levers

The Five Levers are the five settings every promotion is built on, from The Shelf by Mark Alexander of Bamboo Marketing. Three belong to the shopper: Reward, Belief and Friction. Two belong to the brand: Liability and Venue. The mechanic is the gearbox, not a lever.

Read the full chapter: Chapter 6, The Five Levers.

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.