Promotions

SBM 338

Lanny Wilke

Sales Promotion…

A direct inducement that offers extra incentives anywhere along the marketing route to enhance or accelerate the product’s movement from producer to consumer.

Three Important Elements

May be used anywhere in the marketing channelManufacturer to wholesalerWholesaler to dealerDealer to customerManufacturer to customer

Normally involves a direct inducement that provides extra incentive to buy now or buy more, visit a store, request literature, display a product, or take some other action. Money Prizes Extra products Gifts Specialized information

Provide extra incentive

Deliver messages re promotions like sweepstakes

Coupons to encourage trial of a new brand

Consumer brand-building promotion

Promote a specific use for a product

Attract users of a competing brand

Target a specific market segment

On-Package Coupons

Toys to Attract Children

Rebate Offers

Bonus Packs provide more value

Price-Off Packages

Event Marketing

Trade-Oriented Sales Promotions - Retailers

Point-of-Purchase Displays

Creating Effective Sales Promotions

Set specific objectives.Don’t waste your time & resources.

Set a theme that is relevant.Start with a strategy.

Involve the trade.Build relationships. Carrier A/C

sponsored the Junior Olympics in key markets, sharing sponsorships with its dealer in each city.

Coordinate promotional efforts with other marketing plans.Coordinate schedules & plans.Promotion should occur

simultaneously with a trade promotion

A free sample should be timed to the introduction of a new line.

Know how basic promotion techniques work.A sweepstakes shouldn’t be used

to encourage multiple purchases.A price-off deal can’t reverse a

brand’s downward sales trend.

Use simple, attention-getting copy.Emphasize the idea and don’t try to

be cute. Use contemporary, easy-to-read

graphics. Clearly communicate the concept.

Words & graphics must work together.

Add advertising when you need measurable responses.Trial-building promotions designed

to attract new users can be helped by targeted advertising.

Reinforce the brand’s advertising message.Tie promotions to the brand’s ad

campaign.

Support the brand’s positioning and image.Especially important for image-

sensitive brands and categories, like family-oriented Kraft.

Know the media you work through.Determine which media will work

best. Should samples be distributed in

stores, door-to-door, through direct mail?

Does the promotion need newspaper or magazine support?

Pretest promotions.Doesn’t have to be expensive.For packaged goods,

Small samplings in a few stores can reveal how to maximize coupon redemptions rates by testing various values, creative approaches, and delivery methods.

I know the wait will be difficult. But next time…..Conventions

and Trade Shows