Why you should create your marketing package

In this article from the UK, a major accounting firm emphasises the dangers in offering discounts too frequently. In particular they make the point that "end of season" clearance events must be used as part of a "robust pricing, ranging and sourcing strategy".

In other words... have more than one string for your promotional bow. Don't just rely on one promotional tool to do all your work.

The same goes for marketing within any firm. Develop a "package" of marketing tactics that will work all year round - without having to 'give away the farm' to achieve revenue targets.