Sales
promotion is a part of a businesss marketing activities. In essence,sales promotions are
short-term deals and business occasions such as online and/or in-store events to spur customers
to buy. In addition, sales promotions involve methods of communicating with possible
customers.The objective of sales promotion is to increase the sales of products and
services.
The various sales promotion tools used by marketers
include:
1. Bonus Packs
A
popular sales promotion tools is the marketing of bonus packs. A business may typically sell
something like deodorant as a single item off the shelf of its health and beauty aids section.
To boost sales, it may offer a bonus pack of three packages of deodorant at a sales price. For
example, the single deodorant may cost $3.99. However, the bonus pack may offer three deodorants
for $9.00. Therefore, the consumer saves approximately $3.00 by buying this bonus pack and it is
worthwhile to do as the consumer will use this product regularly throughout the year and may as
well take advantage of this reduced cost.
2.
Samples
A company can choose to offer free samples of its
products to engage its customers and potential customers. This engagement is to get people to
try its tried and true established products. This is for that customer segment that has not
tried some of the businesss traditional product offerings.
In addition,
giving free samples is also a way to get people to try new product offerings. It lets customers
investigate whether these products suit their needs, and they can test these products without
any cost to them. Subsequently, if some customers are pleased with the new product it spurs them
to then purchase the products, and in many cases quite regularly thereafter.
3. Point-of-Purchase (POP) Displays
These kinds of displays are to compel people to buy a certain product or group of
products. An instance is when you walk into a supermarket and you see a floor display or rack
away from the main aisles or at the end of aisles featuring, for example, the now very popular
coffee pods. The design of these in-store displays is to alert customers to a specific
product.
These displays stand out from the crowd of other products resting in
their usual shelf sections. These displays help customers €˜notice a product that a customer may
never have noticed before on its regular shelf amidst hundreds of other products in a grocery
store aisle.
4. Loyalty or VIP
Programs
To build sales, a business may offer a loyalty
program to regular customers. They will offer loyalty rewards to customers who make frequent
purchases. These rewards can be coupons, gifts, free trips, free products, and more. The
intention of these loyalty or VIP programs is to compel people to become and to remain regular
customers so that the business can build up its stable of regular clientele.
5. Coupons
Many companies offer coupons
that give customers a discount on their purchase. These can be dollars off coupons,
percentage off coupons, buy one, get one at half-price coupons, as well as buy one, get
one free coupons, among other coupon offerings. Coupons encourage customers to buy because they
relate directly to helping customers save cash.
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