Retail Promotion Mix Sales Promotion Advertising Personal Publicity Selling Publicity

The Retail Promotion Mix Advertising: Is paid, nonpersonal communication through various media to inform or persuade members of a particular audience; includes communication of products, services, institutions, and ideas.

The Retail Promotion Mix Sales promotion: Involves the use of media and nonmedia marketing pressure applied for a predetermined, limited period of time at the level of consumer, retailer, or wholesaler in order to stimulate trial, increase consumer demand, or improve product availability.

The Retail Promotion Mix Publicity: Is non-paid-for communications of information about the company or product, generally in some media form.

The Retail Promotion Mix Personal selling: Involves a face-to-face interaction with the consumer with the goal of selling consumer merchandise or services.

Sales Promotion Examples Coupons Price-off deals Premiums Contests/sweeps Samples and trials Phone gift cards Rebates Frequency programs Event sponsorship

Objectives for Consumer-Market Sales Promotion 1. Stimulate trial purchase 2. Stimulate repeat purchases 3. Stimulate larger purchases 4. Introduce a new brand 5. Combat or disrupt competitors

Sales Promotion! What is sales promotion anyway? Why do it? Who does it? How do you do it?

WHAT? Sales Promotion is a form of Communication The sale of a product, fashion or otherwise, occurs only when it meets or satisfies the customer’s NEEDS WANTS DESIRES

WHY? build customer loyalty disseminate information Establish or reinforce a company’s image

WHY? To sell an idea, product or service The Objective of Sales Promotion is To sell an idea, product or service arouses the buying impulse by addressing the customer’s basic needs giving reasons to buy perking interest Encouraging action

WHO? Retailers use sales promotion to bring traffic into their stores, and it includes advertising, sales promotion, publicity, and personal selling.

WHO? Manufacturers use incentives to induce the trade and/or consumers to buy a brand and encourage sales force to aggressively sell it by creating a perception of greater brand value.

HOW? Targeting and research are essential FIRST! Who are you selling to? What do they want? What do they care about it? Who do they want to be?

Sales Promotion vs. Advertising Short term demand vs. long term demand Encourage brand switching vs. brand loyalty Induce trial use vs. encourage repeat purchase Promote price vs. promote image Immediate results vs. long term effects Measurable results vs. difficult to measure

Advertising spending as a percentage of total marketing communications expenditures has declined in recent years. Promotional spending, however, has steadily increased.

What does A.I.D.A stand for? Attention – get them to notice you Interest – make them want to know more Desire – now they want your product Action – they actually purchase it!