1. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Week 2 Lecture 1.1 Chapter 17 (part) Promoting to the Trade & Personal Selling

2. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Sales Promotion – Key Term Alert Speaking the language…Talking the talk…. Above the Line Below the Line…

3. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice There are Only Two Ways to Increase Sales! Existing Customers buy more Sell to new customers

4. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice The 4 P’s of Sales Promotion Push Pull Profile Persuasion of Salesmen

5. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Broad Promotional Objectives PushTrade Focus PullConsumer Focus ProfileBrand Focus EncourageSales Force/Channel Focus

6. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Trade Promotion Techniques Brand Management Objective Generating Trial /Purchase Encouraging Stocking Reinforcing Brand Image ImmediatePOP SamplingBulk Discounts Merchandising POP Displays In Store Merchandising Dealer loaders DelayedOver-riding discounts Competitions Hospitality

7. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Personal Selling 7 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

8. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Varied Roles of a Salesperson 8 Prospecting Communicating Selling Servicing Information gathering Allocating Shaping

9. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Varied Subroles in Selling 9 Order collector Order taker Pre-order caller Order supporter Order getter

10. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Week 2 Lecture 1 part 2 Chapters 18 & 19 Consumer Sales Promotions

11. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice 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

12. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Sales Promotion Repeat…. Only two ways to sell more product Get new buyers // customers Get new/lapsed customers to buy.

13. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice

14. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice

15. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Consumer Promotion Techniques Brand Management Objective Consumer Reward Generating Trial /Purchase Encouraging Repeat Purchases Reinforcing Brand Image ImmediateSamples Instant Coupons In store multibuy - bogof Money-off next Bonus packs With pack premiums Special Packs - containers DelayedCheckout 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

16. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice 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

17. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice 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