How big can should a promotion be to work in a country as large as Russia?
There are around 142 Million people in this country so if you only have one big thing to give away 141,999 people will be disappointed.
So using the concept of 6 degrees of separation you need a few thousand gifts for a promotion to work. That way someone should know someone who has won. But how many thousand? This question came up 10 years ago with a client who wanted to give away "golden hearts of Russia" with their boxes of chocolate. We were faced with the choice of 5000 reasonably large golden hearts to give away or 10,000 hearts which were half the size.
At the meeting was a lady from the promotion agency who was blessed with a generous decolletage; the absence that suggests a presence. The client was concerned that the smaller hearts were not large enough. While he was voiceing his doubts this lady took one of the smaller hearts, put it on her necklace & then placed it between her generous breasts.
She then turned to the Marketing Director, invited him to look at her ample chest, looked him in the eyes & said "I think they are big enough".
The lesson here is that when planning promotions you should always ask yourself, "are they big enough?"
