The Wall Street Journal published a recent article describing new “paycheck marketing” techniques in various consumer goods companies like Pepsico, Heinz, and Kimberly-Clark. In short, it targets promotional activities to periods when consumers are more likely to spend – closer to when they get paid rather than toward the end of the month.
It’s surprising that this is reported as a previously undiscovered concept from one of Pepsico’s customers. Nonetheless, if you’re promoting products for individual consumers, it’s another tool in the marketing arsenal.
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