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Sales promotion is one of the most powerful weapons available to sales and marketing staff, and is used more than any other type of marketing- because it works. Almost 60% of consumers regularly take advantage of some form of sales promotion each month. Packed with practical examples as well as new and updated case studies, the fifth edition details new developments in sales promotion, exploring the ways in which it can be used in conjunction with new media such as interactive TV, web-based advertising and mobile marketing. Sale Promotion also highlight the tried and tested mnethods that companies use to stay ahead, revealing the winning offers that gain new customers and keep existing ones happy. Topics covered include: sales promotion and the customer; the purpose of sales promotion; what sales promotion can do; how to use different techniques, including joint promotions and of-the-shelf offers; how to be creativem how to use suppliers, how to implement a promotion; marketing accountability and research and international sales promotions.
[...]... to offend, only sales promotion remains The same applies to the direct mail or door-to-door liter- xviii Preface ature: you usually only recall direct marketing later if it has a sales promotion Clearly, sales promotions are a key factor in raising awareness and generating interest across all promotions Understanding how customers react nowadays to marketing – and particularly to sales promotions – is... sales promotions contribute to building long-term customer relationships Chapter 2 deals with the business and marketing purpose behind sales promotions Chapter 3 explains what sales promotion can do Chapter 4 spells out how to use sales promotions, from the identification of a business task to the specification of the promotional brief These first four chapters are crucial for understanding what sales. .. up-to-date codes of practice, the law relating to sales promotion, and examples can be found Reference is also made to other books dealing with topics that impact on sales promotion, such as creativity, controlling agencies, direct marketing (which covers some of the production of sales promotion) , marketing accountability/revenue expenditure (justifying marketing spend) and the strategic use of sales. .. graft and detail in sales promotion At its heart is the serious business of building long-term, profitable customer relationships Good promotions are not a substitute for serious thinking or for building deep staff and customer relationships; they are, however, a part of the same process 2 Sales promotion The best way to understand sales promotion is from inside Get involved in promotions: collect... centuries would make an ‘on-the- Introduction 3 spot offer’ to help persuade people to make a purchase – sales promotion is the modern equivalent when no salesperson (field marketer) is there Philip Kotler, the US marketing academic, estimates that 20 years ago the advertising to sales promotion ratio was about 60:40 In 1997, he calculated that, in many consumer goods companies, sales promotion accounted... demonstrate that sales promotion is no longer an also-ran in the business of marketing products and services, but one of the most important tools available to companies and a major part of our day-to-day lives To find out why it is likely to become even more important in the future, read on Why sales promotion has grown There are eight main reasons for the extensive growth of sales promotion and for... promotions – is crucial to success The rationale, the reasons and the thinking behind using sales promotions, the promotion mechanics (how the customer can respond) and the production of a sales promotion are all in the first part of the book Individual techniques, the sales promotion itself, how the sales promotion works, what to look out for and how to measure the success are given in the second... media spend – TV, press, outdoor, etc – is about a third of spending on sales promotion In a nutshell, sales promotion is really big – about the same as the rest (advertising, PR, direct marketing) put together Research by the British Promotional Merchandise Association (BPMA) confirms the high value of sales promotions – the figure for promotional merchandise alone was £1.1 billion in 2008, with around... considers using sales promotions when things go wrong The competition for customers is fierce – finding new ones, persuading others to switch and then retaining them are ongoing tasks Sales promotion is primarily about retail but, as everyone in business, charities and the professions is a consumer too, they all recognize sales promotions; so equally, and just as effectively, sales promotions can be... edition) in 2009 So the old sales promotions stand the test of time and still offer excellent value – adaptation may bring them up to 2010 use For some time I have been writing and lecturing that a sales promotion can and should be added to all forms of advertising /promotion whatever channel or media is used I always show sales promotion as a separate marketing tool from promotion (see Figure 2.2) . internet – experien- tial at the point of sale - and with something that is a sure- re decider every- where: a sales promotion! Preface xv Sales promotion is. Roddy. Sales promotion : how to create, implement and integrate campaigns that really work / Roddy Mullin. — 5th ed. p. cm. Includes index. ISBN 97 8-0 -7 49 4-5 70 4-4