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Sales Promotion
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Sales Promotion
Objective: Bolster/complement
other promotional mix elements
during a specific time period

Targeted toward:
Sales force
Wholesalers and retailers
Consumers
Definition: short term incentives
to encourage the purchase or
sales of a particular product or
service
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Sales
Promotion
Objectives Consumer
Promotions:
Increase short term sales
Generate product trial

Objectives Trade
Promotions:
Obtaining distribution and shelf
space
Encouraging retailers to
advertise the brand

Objectives - Sales Force
Promotions:
Signing up new accounts

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Consumer Sales Promotion Tools
Sample
Coupons
Cash Refunds
Rebates
Price Packs
Cents-Off Deals
Premiums
Advertising
Specialties
Offers a trial amount of a product
Savings when purchasing specified
products
Refund of part of the purchase price
by mail
Reduced prices marked on the label or
package by producer
Goods offered free or low cost as an
incentive to buy a product
Articles imprinted with an advertisers
name given as gifts
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Patronage Rewards
Point-of-Purchase
Promotions
Contest
Sweepstakes
Games
Cash or other award offered for regular
use of a product or service
Displays or demonstrations at the point
of purchase or sale
Consumers submit an entry to be
judged by a panel
Consumers submit their names for a
drawing
Consumers receive something each
time they buy which may help them
win a prize
Consumer Sales Promotion Tools
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Trade
Promotion
Persuade
resellers to
carry a brand

Give a brand
shelf space

Promote brand
in advertising

Push brand to
customers
Discounts

Allowances

Free Goods

Push Money

Specialty
Advertising
Items
Objectives Tools
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Business
Promotion
Generate
business leads

Stimulate
purchases

Reward
customers

Motivate
salespeople

Conventions


Trade shows


Sales contests
Objectives Tools
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Key
decisions
when
developing
the sales
promotion
program
Promotion choice
Product choice
Choice of market areas
Promotion timing, duration
& frequency
Rate of discount, terms and
conditions

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Evaluation
Pre testing
Concurrent testing
Post testing
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Public
Relations
Public relations involves
building good relations with
the companys various
publics by obtaining
favorable publicity, building
up a good corporate
image, and handling or
heading off unfavorable
rumors, stories, and
events.

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Public
Relations
Objectives
Promoting goodwill
Promoting a product /
service
To give information to
internal employees
Helps to overcome
negative publicity
Lobbying
Give advice and council
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Publics
defined
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Public
Relations
Functions
Press
relations or
press
agency

Product
publicity

Public
affairs
Lobbying

Investor
relations

Development
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Public
Relations
Tools
News
Speeches
Special
events
Buzz
marketing
Mobile
marketing
Written
materials
Audiovisual
materials
Corporate
identity
materials
Public
service
activities
Company
Web site
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advantage
Credibility
Cost
Avoidance of clutter
Ability to reach specific
groups
Lead generation
Image building