OHT 16.1

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Sales promotion

OHT 16.2

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Sales promotions defined

Part of a planned integrated marketing communications strategy used mainly in a short term tactical sense but which can contribute to longer term strategic and image building objectives.

Offers something over and above the normal product offering that acts to stimulate the target audience into behaving in a certain way.

OHT 16.3

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Communication links through sales promotions

Figure 16.1

OHT 16.4

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Manufacturers - intermediary salespromotions objectives

Figure 16.2

OHT 16.5

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Retailer – consumer salespromotion objectives

Figure 16.3

OHT 16.6

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Manufacturer – consumer salespromotion objectives

Figure 16.4

OHT 16.7

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Overview of sales promotion objectives

Figure 16.5

OHT 16.8

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Consumer sales promotions - money based

Figure 16.6

OHT 16.9

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Consumer sales promotions - product based

• Extra product.

• BIGIF (Buy 1 get 1 free ) or BOGOFF (Buy 1 get 1 for free).

• Samples - on pack, trial sizes, print ads, door to door, direct mail.

OHT 16.10

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Consumer sales promotion methods - gift, prize or merchandise based sales promotions

Figure 16.8

OHT 16.11

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Customer loyalty schemes

• Frequent flyer schemes.

• Air miles with purchases.

• Accumulating points with sales for discounts off future purchases.

• Trading stamps.

• Contests and sweepstakes.

OHT 16.12

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The 11 Ps of loyalty marketing

Table 16.3Source: Woolf, as quoted by Mitchell (1995).

OHT 16.13

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Contests and sweepstakes issues and decisions

Table 16.4

OHT 16.14

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Consumer sale promotion methods - store based

• Point of sale displays (POS) - posters, dispensers, dump bins, flashing signs, videos, message screens.

• Demonstrations - food product cooking demonstrations, tasters, cosmetic preparations.

OHT 16.15

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Sale promotions methods to the retail trade

• Allowances and discounts - individual case bonuses, volume allowances, discount over-riders, count and recount, and free merchandise.

• Selling and marketing assistance - co-operative advertising, merchandising allowances.

• Sales force support: consumer markets - free training, sales contests, premium money.

OHT 16.16

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Managing sales promotion

Figure 16.10

OHT 16.17

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Guidelines for good sales promotions practice

Table 16.5Source: Reproduced by kind permission of the Institute of Sales Promotion.