1. Promotions SBM 338 Lanny Wilke

2. Sales Promotion… A direct inducement that offers extra incentives anywhere along the marketing route to enhance or accelerate the product’s movement from producer to consumer.

3. Three Important Elements May be used anywhere in the marketing channel Manufacturer to wholesaler Wholesaler to dealer Dealer to customer Manufacturer to customer

4. Normally involves a direct inducement that provides extra incentive to buy now or buy more, visit a store, request literature, display a product, or take some other action. Money Prizes Extra products Gifts Specialized information

5. Provide extra incentive

6. Deliver messages re promotions like sweepstakes

7. Coupons to encourage trial of a new brand

9. Consumer brand-building promotion

10. Promote a specific use for a product

11. Attract users of a competing brand

12. Target a specific market segment

13. On-Package Coupons

14. Toys to Attract Children

15. Rebate Offers

16. Bonus Packs provide more value

17. Price-Off Packages

18. Event Marketing

19. Trade-Oriented Sales Promotions - Retailers

20. Point-of-Purchase Displays

21. Creating Effective Sales Promotions Set specific objectives. Don’t waste your time & resources. Set a theme that is relevant. Start with a strategy. Involve the trade. Build relationships. Carrier A/C sponsored the Junior Olympics in key markets, sharing sponsorships with its dealer in each city.

22. Coordinate promotional efforts with other marketing plans. Coordinate schedules & plans. Promotion should occur simultaneously with a trade promotion A free sample should be timed to the introduction of a new line.

23. Know how basic promotion techniques work. A sweepstakes shouldn’t be used to encourage multiple purchases. A price-off deal can’t reverse a brand’s downward sales trend.

24. Use simple, attention-getting copy. Emphasize the idea and don’t try to be cute. Use contemporary, easy-to-read graphics. Clearly communicate the concept. Words & graphics must work together.

25. Add advertising when you need measurable responses. Trial-building promotions designed to attract new users can be helped by targeted advertising. Reinforce the brand’s advertising message. Tie promotions to the brand’s ad campaign.

26. Support the brand’s positioning and image. Especially important for image- sensitive brands and categories, like family-oriented Kraft.

27. Know the media you work through. Determine which media will work best. Should samples be distributed in stores, door-to-door, through direct mail? Does the promotion need newspaper or magazine support?

28. Pretest promotions. Doesn’t have to be expensive. For packaged goods, Small samplings in a few stores can reveal how to maximize coupon redemptions rates by testing various values, creative approaches, and delivery methods.

29. I know the wait will be difficult. But next time…..Conventions and Trade Shows