Promotional Concepts & Strategies Promotional Mix Types of Promotion

Promotion: Part 2

Push & Pull Concept Push Concept: Pull Concept: For example, iPods, & iPhones always sell out! See the line to get in? Push Concept: Manufacturers push the product through the distribution channel to the retailer. Particularly helpful with products that do not have a strong brand identity. Pull Concept: Enticing or pulling consumers into the store to buy the product. Half-off deals or clearance sales bring people to the store. Designed to create interest and demand.

Trade Promotions Slotting Allowance Cash premium paid by a manufacturer to a retailer to help the retailer cover the costs of placing the product on the shelves.

Trade Promotions Promotional Allowances: cash payment or discount given to retailers for encouraging sales. Cooperative Advertising

Trade Promotions Sales Force Promotions Trade Shows & Conventions

Consumer Promotion Coupons Used to introduce new products, enhance sales, and to encourage retailers to stock and display both. Also, don’t forget about online coupon codes! Coupons: cou.pon, noun,: Certificates that entitle customers to cash discounts on goods or services.

Consumer Promotion Premiums Designed to increase sales by building product loyalty and attracting new customers. Grouped into 3 categories: Factory packs, traffic builders, and coupon plans. Consumer Promotion Giveaways are low-cost items given to consumers at a discount or for free Premiums: pre.mi.um, noun,:

Consumer Promotion Incentives Contests, Sweepstakes, Special offers, & Rebates Generally higher-priced products, awards, or gift cards that are earned and given away through contests, sweepstakes, special offers, and rebates Incentives: in.cen.tive, noun,:

Consumer Promotion Promotional Tie-Ins, Cross-Promotion, Cross-Selling Partners combine their advertising and sales promotional activities to conduct a promotion that will create additional sales for each partner. Activities that involve sales promotions between one or more retailers or manufacturers Promotional tie-ins: noun,:

Consumer Promotion Product Placement Consumer promotion that involves the verbal mention or appearance of a brand-name product in a tv series, movie, or event.

Product Placement

Consumer Promotion Loyalty Marketing Programs Each purchase allows the customer to accumulate points for every purchase. They can be used for discounts, free items, etc. Reward customers by offering incentives for repeat purchases Loyalty Marketing Programs: noun,: