Reading promo waves without magical uplift claims

Promo post-mortems often jump from sell-out charts straight to opinions. The middle layer—execution fidelity—is where trade marketing earns trust with revenue peers. When photos show sticker drift or competitor swaps, the spreadsheet story becomes kinder because everyone sees the same friction.

We recommend separating three threads: lift, cannibalisation, and execution gaps. Mixing them in one slide invites lazy conclusions. A simple elasticity table with transparent assumptions keeps the room honest, especially when the wave underperformed.

Promo Elasticity Review is designed to leave you with guardrails, not fairy tales. If the data is messy, we say so. If the photos contradict the narrative, we show both. The point is a calmer next brief, not a victory lap.