Promotions SBM 338 Lanny Wilke. Sales Promotion… A direct inducement that offers extra incentives...
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Transcript of Promotions SBM 338 Lanny Wilke. Sales Promotion… A direct inducement that offers extra incentives...
![Page 1: Promotions SBM 338 Lanny Wilke. Sales Promotion… A direct inducement that offers extra incentives anywhere along the marketing route to enhance or accelerate.](https://reader035.fdocuments.us/reader035/viewer/2022062518/56649f525503460f94c7627e/html5/thumbnails/1.jpg)
Promotions
SBM 338
Lanny Wilke
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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.
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Three Important Elements
May be used anywhere in the marketing channelManufacturer to wholesalerWholesaler to dealerDealer to customerManufacturer to customer
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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
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Provide extra incentive
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Deliver messages re promotions like sweepstakes
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Coupons to encourage trial of a new brand
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Consumer brand-building promotion
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Promote a specific use for a product
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Attract users of a competing brand
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Target a specific market segment
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On-Package Coupons
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Toys to Attract Children
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Rebate Offers
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Bonus Packs provide more value
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Price-Off Packages
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Event Marketing
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Trade-Oriented Sales Promotions - Retailers
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Point-of-Purchase Displays
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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.
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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.
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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.
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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.
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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.
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Support the brand’s positioning and image.Especially important for image-
sensitive brands and categories, like family-oriented Kraft.
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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?
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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.
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I know the wait will be difficult. But next time…..Conventions
and Trade Shows