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Sales Promotion

Sales Promotion. Programs that marketers design to build interest in or encourage purchase of a product or service during a specified time period. Consumers Coupons Samples Contests Bonus packs Premiums Rebates Frequency programs Brand placement. Trade Trade shows Incentive programs

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Sales Promotion

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  1. Sales Promotion • Programs that marketers design to build interest in or encourage purchase of a product or service during a specified time period

  2. Consumers Coupons Samples Contests Bonus packs Premiums Rebates Frequency programs Brand placement Trade Trade shows Incentive programs POP displays Push money Promotional products Cooperative promotions Sales Promotions by Target

  3. Promotional Products Promotional products like 3M Post-It Notes with corporate logos are a great way to keep a brand in front of customers.

  4. Contests

  5. Contests Contests like this one encourage consumers to purchase more product.

  6. Premiums Premiums provide consumers with a reason to choose one brand over another.

  7. Samples

  8. Samples

  9. Cross-Promotions Cross-promotions tie together two or more brands in a single sales promotion

  10. Brand Placements • Practice of integrating specific products and brands into filmed entertainment • name brand product is used as a prop or set in TV show or movie • increase brand awareness and image

  11. Brand Placements Visual Hands-on Verbal

  12. Personal Selling • Occurs when a company representative contacts a prospect directly regarding a product • Critical for many push strategies, B2B products, products that are complex and expensive, and products requiring a “personal touch”

  13. Types of Salespeople • Order takers • Technical specialists • Missionary salespeople • Team selling • Order getters

  14. Approaches to Personal Selling • Transactional Marketing: The Hard Sell • Relationship Selling • Winning customers • Keeping customers • Developing customers

  15. The Creative Selling Process

  16. Sales organizations develop web response programs to develop leads and turn them into customers

  17. CRM systems help a sales force to organize and utilize information about their customers

  18. Sales Management • Process of planning, implementing, and controlling the personal selling function • Setting Sales Force Objectives • Creating a Sales Force Strategy • Recruiting, Training, Rewarding Salespeople • Evaluating the Sales Force

  19. Meetings today can take place in virtual settings

  20. Incentives are used to motivate salespeople

  21. Sales Force Compensation • Straight commission plan • Commission-with-draw plan • Straight salary compensation plan • Quota-bonus plan

  22. Sales Compensation Examples

  23. Sales Compensation by Industry

  24. Sales Incentives • Leisure trips/travel • Merchandise/gifts • Recognition dinners • Plaques/awards • Cash

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