As noted in previous Balihoo posts, many national brand and franchise marketing teams have ramped up the number of discounts, promotions and giveaways they offer in an effort to boost customer traffic. While successful in generating sales, relying on discounts too heavily has the potential to permanently reshape a consumer's perception of your brand - thereby hurting your brand name in the long-term.

To ensure your promotions are helping to grow your franchise in a sustainable way, make sure that your offer isn't just remarkable but resonant. Use a compelling offer to draw attention to a brand differentiator or to deliver your franchise's distinctive value.

To really kick your local store marketing effort to the next level, check out this Local Store Marketing white paper. Or for additional tips on using how to determine if offering freebies and giveaways makes sense for your brand; check out this great Quick Service Magazine article to determine if you are being 'Short Sighted'.