I know, I’m late to the table with Mad Men. Given my career in promotional marketing, you’d think I’d have watched it sooner, but here we are. And within the first episode, I already spotted something that hit home.
A high-end retailer is pitched coupons as a marketing strategy. The brand owner pushes back—she doesn’t want to cheapen the image of her store. People don’t mind paying more, she argues, and discounts could devalue the brand.
What’s fascinating is that Mad Men aired in 2007 but is set in the 1960s—yet this coupon debate still plays out in marketing meetings today. Promotions can drive sales and engagement, but for premium brands, they raise the question: Do discounts boost business, or do they dilute brand value?
Short-term vs. Long-term Gain
Coupons are effective at driving immediate sales. A well-timed discount can boost foot traffic, encourage trial, and shift consumer behaviour. But what happens after the promotion ends? Do those customers stay loyal, or do they simply wait for the next deal? For brands that rely on exclusivity, training customers to expect discounts can erode perceived value and long-term profitability.
Exclusivity vs. Accessibility
Luxury brands often avoid discounts altogether to maintain their high-end image. Look at brands like Apple, Rolex, or Chanel—discounts are rare, if not completely off the table. Meanwhile, mass-market brands use promotions strategically to increase accessibility and drive volume sales. The challenge for many brands is finding the balance: offering promotions that drive engagement without cheapening their image.
The Rise of Personalised Discounts
Unlike the broad coupon campaigns of the past, modern promotional marketing is more targeted than ever. Brands can use data to offer personalised discounts based on customer behaviour. This allows them to reward loyal customers without devaluing the brand overall. Instead of blanket couponing, they can create exclusive offers for high-spending customers or use limited-time deals to maintain a sense of urgency and exclusivity.
Lessons from Mad Men Today
The Mad Men debate around coupons is still relevant, but the tools have evolved. Today, brands have more ways to be strategic with their promotions. Rather than a one-size-fits-all approach, brands can use AI, purchase history, and loyalty programs to tailor their incentives. The key is to ensure that promotions serve the brand’s long-term positioning, not just short-term sales goals.
Final Thought
Coupons and discounts aren’t inherently bad—but they must align with brand strategy. Whether you’re a premium or mass-market brand, the real question isn’t just should we discount?—it’s how do we discount in a way that strengthens our brand, rather than weakens it?
And if Mad Men taught us anything, it’s that the best marketing strategies stand the test of time. 🚀
