The idea
The checklist covers scope, volume response, break-even, cannibalisation, competitor reaction, network capacity, the economy, presentation, measurement and exit. A promotion that never ends becomes the new reference price, and removing it then feels like a loss, so set the end date before launch.
Use it thoughtfully
- Attach the ten answers to every committee paper.
- Label guesses as guesses.
- Set the end date before launch.
An example
ILLUSTRATIVE EXAMPLE: A promotion paper reaches committee without question 9 answered, so it is returned until a control group is defined.
A question to try
Which of the ten questions does your team most often leave unanswered?
A useful framework is a starting point, not a guarantee. Effects vary with the audience, product and situation. Use truthful evidence, respect customer choice, and test the result.