Phil H
Site Admin
Joined: 23 May 2007
Posts: 34
Location: Greenwich, London, UK
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 Posted: 24th May, 2007 8:10 am UTC Post subject: Toolkit: Sales promotion |
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Marketing & PR. Getting customers and keeping them without breaking the bank. (2007) Philip R Holden and Nick Wilde. London, A&C Black.
Toolkit: Sales promotion
Every so often, you need to promote your product, to give your customers a ‘deal’ or to persuade them to respond to you (see the toolkit on putting together a direct mailing). If you learn about promotion from your weekly visits to Tesco and Sainsbury’s, you’ll have a very limited picture of what sales promotion is and can achieve.
There are as many aims for sales promotion as there are marketing objectives.
Depending on the requirements and, most importantly, the customers targeted choose carefully from the chart below what kind of sales promotions meets your objectives.
Calculate the cost of all promotions carefully and keep a very close eye on profitability. A promotion that draws a bigger response than anticipated can have a disastrous effect if you can’t match the demand, and may lead to dissatisfied customers as well as a financial loss for you. It is even possible to insure against this and specialist sales promotions agencies can advise on this. You will also need to consider the impact on the image your customer has of your product or brand as a result of the promotion.
Information on the regulations governing sales promotions are available from
The Institute of Sales Promotion, Arena House, 66–68 Pentonville Road, Islington
London N1 9HS. Contact the organisation by phone on 020 7837 5340 or online at: www.isp.org.uk.
For a comprehensive guide to sales promotion, we recommend 'Sales Promotion' by Tony Yeshin (Thomson Learning, 2006), which you can buy via our online store here.
Now, please post your comments and experience. Have you planned a promotional activity? How did you choose the technique?
(c) 2007 Philip R Holden & Nick Wilde[/img] |
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