The bag with this month’s Vogue magazine is a good cut through promotion. It stands out on the shelves. The problem is the plastic bag the magazine and the free bag gift and packaged in. It is thin. More than a third of our stock was damaged. Some of the gift bags were damaged or dirtied as a result. Size is also a problem – This requires a double width pocket and you can only fit one magazine in the double width. While we have half a waterfall of stock displayed this way, we have more stock displayed in the dump bin in the photo on the dance floor.
Attention to execution is key for a successful premium promotion. This latest promotion damages the Vogue brand in my eyes – I say that after having to try and repair packaging for many of the units we received yesterday morning.