Sales promotion Flashcards
Changes in sales promotion (5)
- Inside: pressure to increase current sales (effective short-term tool)
- External: stiff competition + less differentiated brand
- Decresing advertising efficiency (cost, clutter, legal)
- Consumers: want lower price, better deal
- Promotion clutter: to many -> weaker ability to trigger an immerdiate purchase
ways to fight promotion clutter (3)
- larger coupon values
- dramatic POP displays
- deliver promotions thru digital and SM
Consumer Promotion Objectives (2)
- urge short-term buying
- boost customer-brand engagement
trade promo. obj. (3)
get retailers to
- carry new items and more inventory
- promote the product
- give more shelf space
business promo obj (4)
- generate business leads
- stimulate purchase
- rewards customer
- motivate salespeople
salesforce promotion obj (2)
- Get more SF support for new/current product
- get SP to sign up for new accounts
Consumer Promo Tools (9)
- Samples
- Coupons
- Rebates
- Price Packs
- Premiums
- Advertising Specialties
- Point-of-purchase
- Contest, sweeptakes and games
- Event marketing/sponsorship
Trade promotion tools (3+)
- allowance
- free goods
- push money - cash, gift to dealers/sf
can also used contests, premiums, displays
Business Promotion tools (2)
- convention and trade shows
- sales contest
Samples
offers of a trial amount of a product
- most effective >< most expensive
- introduce a new product /create new excitement for existing one
Coupons
certificates that save buyers money when they purchase specified products
- promote early trial of a new brand
- stimulate sales of a mature brand
rebates (cash refunds)
Price reduction occurs after the purchase
Price packs (cents-off deals)
savings off the regular price of a product
premiums
- goods offered either free or at low cost as an incentive to buy a product
- may come in/outside the pack, or through email
advertising specialties (promotional product)
useful articles imprinted with an advertisers’ name, logo, message that are given as Gifts
