Chapter 17 Promotional Strategies and Concepts 17.2 Sales Promotion
Chapter 17 Promotional Strategies and Concepts
17.2 Sales Promotion
Warm-up Activity
Monday
TURN IN HOMEWORK
Day 1
Warm-upExplain one way you have been affected
by sales promotion (one of the elements of the promotional mix).
Warm-up Activity
Tuesday-Warm-up Name and explain one type of
premium, which is a type of Consumer Promotion.
Warm-up
WednesdayHow are consumer buying decisions
influenced thru Sales Promotion?
Overview
Review17.2 Sales Promotion
Sales Promotion
Consumer Promotions Sales promotion efforts designed to encourage
customers to buy a product
Trade Promotions Sales promotion activities designed to gain
manufactures’, wholesalers, and retailers support for a product
Sales Promotion
Consumer Promotions Premiums Sponsorships Incentives Product Samples Loyalty Marketing Programs Product Placement Visual Merchandising and Displays
Consumer Promotions
Premiums Low-cost items given to consumers at a
discount or for free Coupons
• Certificates that entitle consumers to cash discounts on goods or services
Factory Packs• Free gifts placed on/in product packages
Consumer Promotions
Traffic Builders • Low cost items given to the consumer for visiting a new
store or attending an event. Coupon Plans
• Ongoing program offering a variety of items in exchange for labels, coupons or other tokens
Consumer Promotions
Sponsorships Promotion of a company associated with a
property
Consumer Promotions
Incentives Higher-priced products earned and given
through contests, sweepstakes and rebates
Consumer Promotions
Product Samples Free trail size of a product sent through the
mail, distributed door-to-door, or given away at retail stores or trade shows
Consumer Promotions
Loyalty Marketing Promotions Frequent buyer program that awards customer
for making multiple purchases
Consumer Promotions
Promotional Tie-ins Arrangement between two companies that
combine resources advertising and sales promotional activities to do a promotion that creates additional sales for each partner
Consumer Promotions
Product Placement Product recognition through special events,
television and movies
Consumer Promotions
Visual Merchandising and Displays Coordination of all physical elements in a place
of business so that it projects the right image to its customers
Sales Promotion
Consumer promotionsTrade promotions
Trade Promotions
Slotting AllowancesBuying AllowancesTrade Shows and ConventionsSales Incentives
Trade Promotions
Slotting Allowances Cash premium made by manufacturers to a
retail chain for the costs involved in placing a new product on its shelves
Trade Promotions
Buying Allowances Price discounts given by manufacturers to
wholesalers and retailers to encourage the purchase of a product
Trade Promotions
Sales Incentives Awards given to managers and employers who
successfully meet and exceed sales goals
Trade Promotions
Trade Shows and Conventions Events to provide opportunities to introduce
new products, increase sales of existing products, and gain continued company and product support
Agenda
ReviewGroup ActivityStart 17.3 Public RelationsWork on projects
DUE AT END OF PERIOD (in your project folder) – 1st part of group project
Group Activity
In your group, you will be given an index card with a situation. Name and explain one Sales Promotion activity you would do for that situation.
Must have: One recorder (you will turn this in - one copy per
group) One speaker Each group member must speak. You are given
an index card and you must contribute once and put that in the middle of the table
You have 10 minutes
References:
http://www.hersheys.com/reeses/coke600/lib/images/home/home_FINAL.jpg http://web500.us/wp-content/uploads/2009/04/canon-rebate2008.jpg http://popsci.typepad.com/photos/uncategorized/2007/05/31/coulton_contest_485.jpg http://forum.retailmenot.com/attachments/printable-coupons/694d1260334169-dick-s-sporting-go
ods-printable-coupon-december-2009-dsp10cp.jpg http://images.google.com/imgres?imgurl=http://www.mydickssportinggoods.com/images/
contact_dualcards.jpg&imgrefurl=http://www.mydickssportinggoods.com/contact.aspx&usg=__o1erezqzMkR4rHogI6xhg25raqA=&h=97&w=187&sz=13&hl=en&start=20&um=1&tbnid=0Y5nyL8W1TTdZM:&tbnh=53&tbnw=102&prev=/images%3Fq%3Ddicks%2Bsporting%2Bgoods%2Brewards%2Bcard%26hl%3Den%26rlz%3D1W1ADBR_en%26um%3D1
http://diterlizzi.com/blog/wp-content/uploads/2008/01/spiderwicklucky.jpg http://www.guadalupe-school.com/images/campbells.jpg http://www.markpascua.com/wp-content/nike-shoe-keychain.jpg http://images.thecarconnection.com/sml/office-depot-roush-jpg_100175490_s.jpg http://www.creativemag.com/images2003%5Crapidpepsihalloweenlobby.jpg http://sourcing.community.mfg.com/wp-content/uploads/2009/11/factory.png http://www.handystorefixtures.com/images/layouts/764/beauty3r.jpg http://www.angus7retirement.com/images/cash_stack.jpg http://www.babble.com/CS/blogs/strollerderby/vacation-travel.jpg http://www.referenceforbusiness.com/businesses/images/lab_0001_0003_0_img0193.jpg http://www.ptsoft.com/ennouncements/2005/MayJune/discount.gif http://hiinvent.com/news/mTradeShow_TheresaBass.jpg