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COPYRIGHT 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved
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COPYRIGHT 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved
Sales Promotion consists of short-term incentives to encourage the purchase or sales of a product.
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COPYRIGHT 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved
Sales Promotion
Sales Promotion is a Marketing Discipline that Utilizes a Variety of Incentive Techniques to Structure Sales-Related Programs Targeted to Consumers, Trade, and/or Sales Levels that Generate a Specific, Measurable Action or Response for a Product or Service.
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COPYRIGHT 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved
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COPYRIGHT 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved
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COPYRIGHT 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved
Loyal Customers
Competitors Customers Brand Switchers
Reinforce behavior Loyalty marketing Increase consumption Bonus packs Change timing Break loyalty Persuade to switch Persuade to buy your brand more often Appeal with low prices Supply added value Sampling Sweepstakes, contests, premiums
Price Buyers
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COPYRIGHT 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved
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COPYRIGHT 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved
Consumer promotion
Stimulate purchase Induce trial Create new users Increase repurchase from occasional customers Reward loyal customers
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COPYRIGHT 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved
Trade promotion
Liquidating heavy inventories Persuade retailers to carry stock, carry more than usual stock, promote brand franchise
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COPYRIGHT 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved
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Premium
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COPYRIGHT 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved
A promotional program designed to build long-term, mutually beneficial relationships between a company and key customers.
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COPYRIGHT 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved
Contests, Sweepstakes
Promotions that require skill or ability to compete for prizes. Promotions that depend on chance or luck, with free participation.
Contest
Sweepstakes
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COPYRIGHT 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved
COPYRIGHT 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved
Sampling
Allowing the Customer to Experience the Product or Service.
Very Effective Strategy for Introducing A New or Modified Product. 9 Out of 10 Customers Prefer a Sample to a Cents-Off Coupon to Introduce Product.
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COPYRIGHT 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved
Sampling
Sampling
A promotional program that allows the consumer the opportunity to try a product or service for free.
Direct mail
Methods of Sampling
COPYRIGHT 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved
Point-of-Purchase Promotion
Build traffic
COPYRIGHT 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved
Point-of-Purchase Displays
Display Distributed to Retailers Used to Call Customers Attention to Product Promotions.
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COPYRIGHT 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved
Trade Allowance
A price reduction offered by manufacturers to intermediaries, such as wholesalers and retailers.
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COPYRIGHT 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved
Push Money
Money offered to channel intermediaries to encourage them to push products--that is, to encourage other members of the channel to sell the products.
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COPYRIGHT 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved
Training
Training would be provided for
the employees of distributors, wholesalers, retailers.
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COPYRIGHT 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved
Free Merchandise
To stimulate and encourage the middle men to take up the new ventures, free merchandise techniques are used
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COPYRIGHT 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved
Trade Promotions
Retailer (Dealer) Kits
Materials That Help Reps Make Sales Calls Are Often Designed as Kits. Contain Detailed Product Specs, How-to-Do it Display, etc. Contests & Sweepstakes Advertisers Can Develop Contests & Sweepstakes to Motivate Resellers. Occasional Use Only is Effective.
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COPYRIGHT 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved
Specialty Advertising
Build Brands; Creating Both Awareness and Reminders
Includes Everything From Hats With Logos to T-shirts, & Mouse pads
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COPYRIGHT 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved
Kids eat free specials: Offers a discount on the total dining bill by offering 1 free kids meal with each regular meal purchased.
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COPYRIGHT 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved
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COPYRIGHT 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved