The 2nd "ALWAYS PRINCIPLES" is offering WEEKLY PROMOTIONS no matter what. The reason for this decision and this principle is the belief that a business is a part of the social consistency. The business is also an instrument used by customers in order to assist them to achieve their goals.
So, offering 52 promotions each year is building 52 CONNECTION POINTS BETWEEN customers and the business, offering 52 promotions each year is building A BRAND RELEVANCE and this relevance is maintained 52 times each year (every week again and again via the weekly promotions).
Sure you can do 12 promotions / special offers a year, or: 24 promotions / special offers each year (it is better than nothing...) , or, you can do: 52 promotions / special offers each year...Understanding the above rationals should make it clear to you what is the best strategy to adopt and maintain as well as how to choose your BEST number #2 "ALWAYS PRINCIPLES"
For more "ALWAYS PRINCIPLES" read the next POSTS (each day I will discuss another "ALWAYS PRINCIPLES")
PROMOTIONS BUILD RELATIONSHIPS AND MAINTAIN BRAND RELEVANCE