Sales Promotion and Public Relations

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Sales Promotionand Public Relations
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When in Rome
Try to make a profit on the Romans!
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Types of Consumer Promotions
Coupons
Contests
Sampling
Sweepstakes
Premiums
Refunds
Rebates
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Major Consumer-Promotion Tools (1)
Samples Offer of a free amount of a product or
service. Coupons Certificates offering a stated
saving on the purchase of a specific
product. Cash Refund Offers (rebates) Provide a
price reduction after purchase Consumer sends a
specified proof of purchase to the manufacturer
who refunds part of the purchase price by
mail. Price Packs (cents-off deals) Promoted on
the package or label, these offer savings off
the products regular price. Premiums (gifts)
Merchandise offered at low or no cost as an
incentive to buy a particular product. Frequency
Programs Provide rewards for the consumers
frequency and intensity in buying company
products or services. Prizes (contests,
sweepstakes, games) Prizes offer consumers the
chance to win cash, Trips, or merchandise as a
result of purchasing something. A contest calls
for consumers to submit an entry to be examined
by judges who will select the best entries. A
ssweep- stakes asks consumers to submit their
names for a drawing.
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Major Consumer-Promotion Tools (2)
A game presents consumers with something every
time they buy bingo numbers, missing letters
that might help them win a prize. Patronage
Award Values in cash or points given to reward
patronage of a certain seller. Free Trials
Inviting prospects to try the product free in the
hope that they will buy the product. Product
Warranties Explicit or implicit promises by
sellers that the product will perform as
specified or that the seller will fix it or
refund the customers money during a specified
period. Tie-in Promotions Two or more brands or
companies team up on coupons, refunds, and
contests to increase pulling power. Cross-Promoti
ons Using one brand to advertise another
noncompeting brand. Point-of-Purchase (POP)
Displays and Demonstrations Displays and
demonstrations that take place at the point of
purchase or sale.
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Full coupon cost per redeemed coupon

• Distribution cost 10,000,000 coupons circulated
  at 5 per thousand
• Redemption rate 2.5
• Redemption cost 250,000 redemptions at 50 face
  value
• Handling cost 250,000 redemptions at 8 each
• Total program cost 1 3 4
• Cost per redeemed coupon 195,000/250,000
• Actual product sold on redemption With
  misredemption estimated at 20, product sold by
  redemption 250,000 80
• Actual cost per redeemed coupon Total program
  cost / actual amount

• 50,000
• 250,000 redeemed coupons
• 125,000
• 20,000
• 195,000
• 78
• 200,000 coupons

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Retailer Promotions
Overview
Created for purposes of increasing store traffic
and offering attractive price discountscouponing
is a favorite
Frequent shopper cards Encourage repeat
purchases Elevate shoppers sense of
importance Provide retailers with
databases Samplingmore often private label
products Offer premiums to encourage purchases of
select itemsSee Figure 18.16
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Retailer Promotions
Overview
Frequent shopper cards Encourage repeat
purchases Elevate shoppers sense of
importance Provide retailers with
databases Samplingmore often private label
products Offer premiums to encourage purchases of
select itemsSee Figure 18.16
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Types of Trade Promotions
Trade allowances
Cooperative advertising and vendor support
programs
Trade contests and incentives
Point-of-purchase materials
Training programs
Trade shows
Specialty advertising
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Major Trade-Promotion Tools
Price-Off (off-invoice or off-list) A straight
discount off the list price on each case
purchased during a stated time period. Allowance
An amount offered in return for the retailers
agreeing to feature the manufacturers products
in some way. An advertising allowance
compensates them for carrying a special product
display. Free Goods Offers of extra cases of
merchandise to intermediaries who buy a certain
quantity or who feature a certain flavor or size.
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Major Business and Sales Force Promotion Tools
Trade Shows and Conventions Industry
associations organize annual trade shows and
conventions where firms selling products and
services to this industry buy space and set up
booths and displays to demonstrate their
products. Participating vendors expect several
benefits, including generating new
sales, maintaining customer contacts, introducing
new products, meeting new customers, selling more
to present customers, and educating customers
with publications, videos, and other audiovisual
materials. Sales Contests A sales contest aims
at inducing the sales force or dealers to
increase sales over a stated period, with prizes
going to those who succeed. Incentives work best
when they are tied to measurable and achievable
sales objectives (such as finding new accounts or
reviving old accounts) for which employees feel
they have an equal chance. Specialty
Advertising Specialty advertising consists of
useful, low-cost items (such as calendars)
bearing the companys name and sometimes an
advertising message, that salespeople give to
prospects and customers.
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Introduction to Trade Promotion
Overview

• Five critical ingredients to a successful trade
  promotion program
• Financial Incentivemust offer intermediaries
  increased profit margins or increased sales
  volume
• Correct Timing(1) tied in with a seasonal event
  during a time of growing sales,(2) paired with a
  consumer-oriented sales promotion, and (3) used
  to offset competitive promotional activity

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