1. Promotional Risk is
Winning the Marketing
Promotions Contest

2. The contest to gain the consumer's attention and money is on and promotions,
which include promotional risk coverage, are winning the game eighty5nine.
Smart, strategic moves that provide little risk for companies are paying off in
big ways that build brand loyalty. Did you happen to watch the first game of
the World Series? If you did, one of the most memorable parts was probably
when Jason Bartlett, Tampa Bay Rays Shortstop, stole second base in the
bottom of the fifth inning. Why would that be memorable? Taco Bell was
running the "Steal a Base, Steal a Taco" promotion for the second year.
Taco Bell's president was there to announce that everyone in the U.S. would
receive a free taco on October 28th from 2-6pm.

3. From a marketing and brand
loyalty standpoint, this is a win-
win situation. The tacos retail
for eighty-nine cents. They
probably cost one third of that
amount. Who can eat a taco
without a drink? By the time that
most consumers purchase at
least a soft drink, the restaurant
has broken even.

4. Everybody likes to get something free- both consumers and companies. The
consumer gets a taco. The company gets brand loyalty, free media advertising,
possible exposure to new customers and low promotional risk. That is a
beautiful return on investment.