Discuss the methods of consumer sales promotion with suitable examples?

Building awareness of the products: the use of the sales are considered highly effective in the detection of products for the first time to customers promotion techniques, these techniques can serve as a key promotional elements in the initial stages of the introduction of a new product to the market.

Create interest: find marketers to promote sales to be very effective in creating interest in the product. In fact, often considered the creation of attention, the most important use to promote sales. In the retail sector can effectively promote sales would contribute to a significant increase in customer traffic over to retail outlets. Can marketers of Internet use some techniques to support the increased number of visitors to the site. Another important way to create interest is to encourage customers to experience the product, that allows them the opportunity to experience the products for free or at low cost. The provision of information: In general the sales promotion techniques designed to motivate customers to take some practical steps to buy, and rarely these media technologies are only in nature. However, some of the sales promotion techniques do not offer customers information about the product. For example, the availability may be a product or service online for free for several days, such as the experience of some programs or computer systems. This free use may be included to obtain information about the product via email. Stimulate demand: Beside build awareness and interest in the product, we find it important to promote the use of the sales is to build demand and persuade customers to complete a purchase. Some special techniques such as reducing the price for a specified period to help the customer on the speed of decision-making, and thus works to stimulate sales. Brand promotion: Once you bought the client can through the sales promotion to encourage repeat purchase other times, and also serves as a reward for his loyalty to earn remains always an agent. Many companies, including airlines, retail stores, rewarded discriminating customers special promotional offers, such as "special offers" e-mail and price reductions surprise when paying cash machine.

Consumer sales promotions encompass a variety of short-term promotional techniques designed to induce customers to respond in some way. The most popular consumer sales promotions are directly associated with product purchasing. These promotions are intended to enhance the value of a product purchase by either reducing the overall cost of the product (i.e., get same product but for less money) or by adding more benefit to the regular purchase price (i.e., get more for the money).

While tying a promotion to an immediate purchase is a major use of consumer sales promotion, it is not the only one. As we noted above, promotion techniques can be used to achieve other objectives such as building brand loyalty or creating product awareness. Consequently, a marketer’s promotional toolbox contains a large variety of consumer promotions.

Next we discuss the following types of consumer sales promotions:

Coupons

Rebates

Promotional Pricing

Trade-In

Loyalty Programs

Sampling and Free Trials

Free Product

Premiums

Contests and Sweepstakes

Demonstrations

Personal Appearances

 

Consumer sales promotion types

Price deal: A temporary reduction in the price, such as 50% off.

Loyal Reward Program: Consumers collect points, miles, or credits for purchases and redeem them for rewards.

Cents-off deal: Offers a brand at a lower price. Price reduction may be a percentage marked on the package.

Price-pack/Bonus packs deal: The packaging offers a consumer a certain percentage more of the product for the same price (for example, 25 percent extra). This is another type of deal “in which customers are offered more of the product for the same price”.For example, a sales company may offer their consumers a bonus pack in which they can receive two products for the price of one. In these scenarios, this bonus pack is framed as a gain because buyers believe that they are obtaining a free product.The purchase of a bonus pack, however, is not always beneficial for the consumer. Sometimes consumers will end up spending money on an item they would not normally buy had it not been in a bonus pack. As a result, items bought in a bonus pack are often wasted and is viewed as a “loss” for the consumer.

Coupons: coupons have become a standard mechanism for sales promotions.

Loss leader: the price of a popular product is temporarily reduced below cost in order to stimulate other profitable sales

Free-standing insert (FSI): A coupon booklet is inserted into the local newspaper for delivery.

Checkout dispensers: On checkout the customer is given a coupon based on products purchased.

Mobile couponing: Coupons are available on a mobile phone. Consumers show the offer on a mobile phone to a salesperson for redemption.

Online interactive promotion game: Consumers play an interactive game associated with the promoted product.

Rebates: Consumers are offered money back if the receipt and barcode are mailed to the producer.

Contests/sweepstakes/games: The consumer is automatically entered into the event by purchasing the product.

Point-of-sale displays:-

Aisle interrupter: A sign that juts into the aisle from the shelf.

Dangler: A sign that sways when a consumer walks by it.

Dump bin: A bin full of products dumped inside.

Bidding portals: Getting prospects

Glorifier: A small stage that elevates a product above other products.

Wobbler: A sign that jiggles.

Lipstick Board: A board on which messages are written in crayon.

Necker: A coupon placed on the 'neck' of a bottle.

YES unit: "your extra salesperson" is a pull-out fact sheet.

Electroluminescent: Solar-powered, animated light in motion.

Kids eat free specials: Offers a discount on the total dining bill by offering 1 free kids meal with each regular meal purchased.

Sampling: Consumers get one sample for free, after their trial and then could decide whether to buy or not.

The easiest ways are:

- discounts,

- buy... and get... (like: buy 2 get 1 free),

- cross promotions (like: buy baby diapers and get wet wipes free)

Apologized for the answer, I do not know, leave the answer for the professionals.

Thanks

As usual when Mr. Georgie adding answer ... then nothing to add , fully agree with his answer

8 concepts Coupons

A coupon is a ticket or document that can be exchanged for a financial discount or rebate when purchasing a product.

Rebates

A rebate is an amount paid by way of reduction, return, or refund on what has already been paid or contributed.

Premiums

Premiums are prizes, gifts, or other special offers consumer receive when purchasing products.

Loyalty Marketing

Loyalty marketing is an approach whereby a company focuses on growing and retaining existing customers through incentives and rewards.

Contests and Sweepstakes

Contests and sweepstakes are two forms of sales promotions which attract consumers by offering them the chance to win a valuable prize.

Sampling

A free sample is a portion of a product given to consumers at no cost for their trial with the aim of driving product adoption.

Point-of-Purchase Promotions

Point-of-sale displays are sales promotions that are placed where they can easily draw customer attention and trigger impulse buying.

Online Sales Promotion

Online sales promotion can create personal relationships, channels of communication, and an exchange of information regarding a product.

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The objectives of product promotion are to increase sales, attract customers, improve product recognition and enhance brand identity. Product promotion benefits businesses by generating consumer demand, and benefits consumers by providing needed information about product availability and uses. Because of intense competition, it is critical to plan an effective strategy before initiating a promotion campaign. It is particularly important for small businesses to utilize their limited resources effectively.

Activities

Sales promotion activities include advertising campaigns, product demonstrations, trade shows, free sample campaigns, seminars on related topics, media campaigns, telemarketing, door-to-door sales, direct mail campaigns and other activities -- the breadth of sales promotions activities is limited only by creativity. To mount an effective product promotion campaign, however, you must be aware of customer psychology and buying patterns as well as the nature and extent of your competition.

Push Strategies

Push promotional strategies are demand-driven. A push strategy is designed to market the product to resellers, such as wholesalers and retailers, to convince them to provide shelf space to the product and to advertise it. The campaign usually involves offering discounts, free trials, quality guarantees and other persuasive means. The manufacturer of a new product may offer the product to resellers on a consignment basis to reduce the risk to the reseller.

Pull Strategies

Pull strategies are demand-driven because they target the end user. Manufacturers and wholesalers use this strategy when retailers are reluctant to carry their product for some reason -- the product may be too expensive to sell at retail outlets, for example. Pull strategies include free samples, public promotional events such as contests, door-to-door sales, point-of-sale displays, Internet marketing campaigns and telemarketing campaigns. Media campaigns designed to associate the product with a public good (such as environmentalism, for example) can be classified as indirect pull strategies because they are ultimately targeted at consumers, but involve no direct request to buy.

Hybrid Strategies

Hybrid promotion strategies incorporate both push and pull elements. One type of hybrid strategy involves simultaneous initiatives to both resellers and end users. Another type involves partnering with retailers to help them sell the product, often partly at the manufacturer's or wholesaler's expense. Network marketing is a particularly innovative hybrid strategy because it recruits people who function as both resellers and end users at the same time.

 

 

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