Consumer Sales Promotions Week 2 Lecture 1 Chapters 17, 18 & 19

Sales Promotion – Key Term Alert Speaking the language…Talking the talk…. Above the Line Below the Line…

There are Only Two Ways to Increase Sales! Existing Customers buy more Sell to new customers

The 4 P’s of Sales Promotion Push Pull Profile Persuasion of Salesmen

Broad Promotional Objectives Push Trade Focus Pull Consumer Focus Profile Brand Focus Encourage Sales Force/Channel Focus

Trade Promotion Techniques Brand Management Objective Generating Trial /Purchase Encouraging Stocking Reinforcing Brand Image Immediate POP Sampling Bulk Discounts Merchandising POP Displays In Store Merchandising Dealer loaders Delayed Over-riding discounts Competitions Hospitality

Personal Selling Oral persuasive presentation to gain sale. Involves face to face dialogue Gives flexibility of message Immediate feedback gained Very useful in business to business markets Very useful when products and services are complex

Varied Roles of a Salesperson Prospecting Communicating Selling Servicing Information gathering Allocating Shaping

Varied Subroles in Selling Order collector Order taker Pre-order caller Order supporter Order getter

Sales Promotion Range of tactical marketing techniques designed to add value to a product or service in order to achieve a specific objective Offers buyers additional inducement to buy Reach new customers Achieve a switch from competitors Increase display space Smooth seasonality Generate a database

Sales Promotion Repeat…. Only two ways to sell more product Get new buyers // customers Get new/lapsed customers to buy.

Consumer Promotion Techniques Brand Management Objective Consumer Reward Generating Trial /Purchase Encouraging Repeat Purchases Reinforcing Brand Image Immediate Samples Instant Coupons In store multibuy -bogof Money-off next Bonus packs With pack premiums Special Packs - containers Delayed Checkout generated coupons Delivered coupons Mail-in Premiums Free – with – purchase premiums Mail-in money back On- pack coupons Rebates/Refunds Loyalty Programmes Collection schemes Self Liquidating Premiums Competitions

Sales Promotion (SP) What do the following SP techniques achieve? Money off now Money off next Free samples Extra product Competitions Points Linked promotions Cash back Give examples

Sales Promotion Competitions Often low participation Depends upon prize structure...complexity of mechanic Can offer excitement and PR opportunities / Build brand Entrants can provide insight to the customer