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Sales Promotion, Events, and Sponsorships

Sales Promotion, Events, and Sponsorships. Part 5: Integration and Evaluation Chapter 16. Chapter Outline. Chapter Key Points The Practice of Sales Promotion Consumer Promotions Trade Promotions Promotions that Cross the Line Promotion Strategy. Key Points.

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Sales Promotion, Events, and Sponsorships

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  1. Sales Promotion, Events, and Sponsorships Part 5: Integration and Evaluation Chapter 16

  2. Chapter Outline • Chapter Key Points • The Practice of Sales Promotion • Consumer Promotions • Trade Promotions • Promotions that Cross the Line • Promotion Strategy

  3. Key Points • Explain the principles that drive the use of sales promotion • List and explain the use of various consumer promotions • Summarize the types and purposes of trade promotions • Describe the use of other types of promotions • Explain the strategic use of promotions in marketing

  4. The Practice of Sales Promotion • A marketing discipline that utilizes a variety of incentive techniques to structure sales-related programs that generate a specific, measurable action or response

  5. Pressure for short-term profits Need for accountability Easy to evaluate Move to Sales Promotion Consumer behavior Pricing Market share Parity products Power of the retailer Growth in Sales Promotion

  6. Price deals Coupons Refunds and rebates Sampling Contests and sweepstakes Premiums Specialties Temporary price reduction or sale price Cents-off Price-pack deals Bonus packs Banded packs Consumer Promotions

  7. Price deals Coupons Refunds and rebates Sampling Contests and sweepstakes Premiums Specialties Provide a discount on the price of the product Retailer Manufacturer Consumer Promotions

  8. Price deals Coupons Refunds and rebates Sampling Contests and sweepstakes Premiums Specialties Marketer’s offer to return a certain amount of money to the consumer Consumer Promotions

  9. Price deals Coupons Refunds and rebates Sampling Contests and sweepstakes Premiums Specialties Allowing the consumer to try the product or service Consumer Promotions

  10. Price deals Coupons Refunds and rebates Sampling Contests and sweepstakes Premiums Specialties Create excitement by promising something for nothing Contests based on skill or ability Sweepstakes based on luck Consumer Promotions

  11. Price deals Coupons Refunds and rebates Sampling Contests and sweepstakes Premiums Specialties Tangible reward for a particular act Work by adding value to the product Store premiums In-pack premiums On-pack premiums Container premiums Self-liquidating Consumer Promotions

  12. Price deals Coupons Refunds and rebates Sampling Contests and sweepstakes Premiums Specialties Presents the brand’s name on something that is given away as a reminder Consumer Promotions

  13. How to Use Consumer Promotions • Awareness • Trial • Maintain or increase market share • Brand reminder

  14. Point-of-purchase display Retailer kits Trade incentives and deals Contests Trade shows and exhibits Manufacturer-designed display distributed to retailers Retailers use the displays to call their customer’s attention to product promotions Trade Promotions

  15. Point-of-purchase display Retailer kits Trade incentives and deals Contests Trade shows and exhibits Materials that support retailer’s selling efforts or help representatives make sales calls on prospective retailing customers Trade Promotions

  16. Point-of-purchase display Retailer kits Trade incentives and deals Contests Trade shows and exhibits When a manufacturer rewards a seller financially for purchase or support Buying allowances Advertising allowances Trade Promotions

  17. Point-of-purchase display Retailer kits Trade incentives and deals Contests Trade shows and exhibits Advertisers can develop contests and sweepstakes to motivate resellers Contests far more common Trade Promotions

  18. Point-of-purchase display Retailer kits Trade incentives and deals Contests Trade shows and exhibits When companies in the same industry gather to present and sell their merchandise and to demonstrate products Trade Promotions

  19. Two primary roles for a trade promotion Trade support Excitement Demand: Push-and-Pull strategies Bonuses Dealer loaders Buying allowances Advertising allowances Cooperative advertising Display allowance Attention Motivation Information How to Use Trade Promotion

  20. Promotion techniques that blur the lines between promotions, advertising, and public relations Sponsorships and event marketing Other promotional support Interactive and Internet promotions Loyalty programs Partnership programs Promotions That Cross the Lines

  21. Promotion Strategy • Promotion objectives • The issue of brand building • Promotion integration • Promotion effectiveness

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