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Sales Promotion & PR

Sales Promotion & PR. Sales Promotions. Incentives Build excitement Encourage trial/purchase Sometimes encourage repeat purchase Behavior driven Not for attitude formation Mainly short term Consider brand positioning Can cheapen the brand. Types of Sales Promotions. End Consumer

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Sales Promotion & PR

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  1. Sales Promotion & PR

  2. Sales Promotions • Incentives • Build excitement • Encourage trial/purchase • Sometimes encourage repeat purchase • Behavior driven • Not for attitude formation • Mainly short term • Consider brand positioning • Can cheapen the brand

  3. Types of Sales Promotions • End Consumer • Loyal  reinforce behavior • Competitor  brand switching • Brand switchers  buy you more often • Price conscious  buy you, add value

  4. Sales Promotion Tactics • Coupons & Rebates • Premiums • Loyalty Programs • Contests & Sweepstakes • Sampling • POP • Online • Product Placement

  5. Coupons & Rebates • Coupons • Stimulate demand/induce trial • Can be measured • High cost • Low redemption rates • Low repeat customers AFTER promotion • Rebates • Stimulate demand • Increases value perception • Easily copied • Advance future sales

  6. Online & Mobile Coupons

  7. Problems with social deals

  8. Premiums & Deals • Premiums – Gift with purchase • Goodwill • Perception of value • Buy for premium NOT product • Carefully managed • Deals (BoGo) • Encourage Trial • Reduce consumer risk • Reduce perception of value

  9. Loyalty Programs • Create loyalty • Encourage repurchase • High cost • Build database of customer

  10. Contests & Sweepstakes • Contests • Increase consumer involvement • Generate excitement • Requires skill • Must be monitored • Sweepstakes • Increases involvement with product • Sales decline after sweepstakes is over • No purchase necessary

  11. Sampling • Encourages trial • Direct involvement • High cost to the firm • Reduced risk to customer • Tie in with retail – purchase moment • Direct contact with customer

  12. POP • High visibility • Encourages brand trial • Difficult to get good location • Can be costly • At purchase moment • Can be visual or audio or mobile

  13. Product Placement • Demonstrates product use • Non traditional display • Firm has little control • Product can be overshadowed

  14. Public Relations • Examples • Event Sponsorships • Press Releases • Cause Marketing • Event/Product Launches • Proactive v Reactive Strategy • Good Media contacts • Leverage and measure

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