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Sales promotion

Sales promotion. Sales promotions defined Part of a planned integrated marketing communications strategy used mainly in a short term tactical sense but which can contribute to longer term strategic and image building objectives.

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Sales promotion

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  1. Sales promotion

  2. Sales promotions defined Part of a planned integrated marketing communications strategy used mainly in a short term tactical sense but which can contribute to longer term strategic and image building objectives. Offers something over and above the normal product offering that acts to stimulate the target audience into behaving in a certain way.

  3. Communication links through sales promotions Figure 16.1

  4. Manufacturers - intermediary sales promotions objectives Figure 16.2

  5. Retailer – consumer sales promotion objectives Figure 16.3

  6. Manufacturer – consumer sales promotion objectives Figure 16.4

  7. Overview of sales promotion objectives Figure 16.5

  8. Consumer sales promotions - money based Figure 16.6

  9. Consumer sales promotions - product based • Extra product. • BIGIF (Buy 1 get 1 free ) or BOGOFF (Buy 1 get 1 for free). • Samples - on pack, trial sizes, print ads, door to door, direct mail.

  10. Consumer sales promotion methods - gift, prize or merchandise based sales promotions Figure 16.8

  11. Customer loyalty schemes • Frequent flyer schemes. • Air miles with purchases. • Accumulating points with sales for discounts off future purchases. • Trading stamps. • Contests and sweepstakes.

  12. The 11 Ps of loyalty marketing Table 16.3 Source: Woolf, as quoted by Mitchell (1995).

  13. Contests and sweepstakes issues and decisions Table 16.4

  14. Consumer sale promotion methods - store based • Point of sale displays (POS) - posters, dispensers, dump bins, flashing signs, videos, message screens. • Demonstrations - food product cooking demonstrations, tasters, cosmetic preparations.

  15. Sale promotions methods to the retail trade • Allowances and discounts - individual case bonuses, volume allowances, discount over-riders, count and recount, and free merchandise. • Selling and marketing assistance - co-operative advertising, merchandising allowances. • Sales force support: consumer markets - free training, sales contests, premium money.

  16. Managing sales promotion Figure 16.10

  17. Guidelines for good sales promotions practice Table 16.5 Source: Reproduced by kind permission of the Institute of Sales Promotion.

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