Investing intelligently in your promotional strategy is paramount to success in times of economic uncertainty, when consumers’ budgets— and trade budgets— are tighter. To make your trade dollars work harder, you need to optimize your strategy to focus on the promotional attributes that drive the right buying behaviors, from the right shoppers.

In a follow up to our recent Inflation’s Impact on Trade Promotions webinar Numerator’s GM of Promotions, Susan O’Neal, demonstrates how connecting promotional activities to buying behaviors can help you develop a long-term strategy that increases households and drives incrementality. Using a real example, she’ll highlight how digital optimization, offer-type optimization, and increasing share of voice can help you protect household penetration and margin.