2024-09-21 · Santi Meesuk
Promotion mechanics that fight your journey story
Thailand’s promotional calendars are crowded. Teams often optimize locally winning mechanics without checking how those mechanics reshape missions two aisles away.
We use a simple tension grid: short-term lift, repeat purchase risk, and narrative coherence against the category story you want distributors to repeat. The grid is not a verdict machine — it is a conversation guardrail before funding locks.
Pair the grid with a single agreed baseline document. Without that, post-promotion reviews devolve into anecdotes even when the journey map itself is sophisticated.