Sales Promotion

Sales Promotion Campaigns
• We make use of effective promotional tool Sales
Promotion in short term to stimulate quicker or greater
purchase of particular products or services by consumer
or the trade. We plan promotional other than personal
selling, advertising and publicity that stimulate consumer
purchasing and dealer effectiveness such as
displays, shows and demonstrations, expositions and
various non current selling efforts, not in ordinary routine.

Cont…
• Product Displays
We plan and execute effective product displays in retail
outlets, multiplexes, trade fairs and other mass gathering
places and occasions.
• Demonstrations
We organize product demonstrations to the direct
individual / industry consumers about the features and
offers of the product / service.
• Promotional Content
We prepare and collate the promotional material such as
brochures, leaflets, pamphlets and fliers to educate
consumers on the products and services.

Cont..
• Free Gifts
We help clients to conduct short term promotional
campaign by offering their consumers with attractive free
offers and gifts.
• Premium Packs
We conduct sales promotion campaigns through offering
product extra without any additional cost as premium
packs to generate more sales in that particular time
duration.
• Off-SeasonPackage
We plan special product packages with discounted price
in off-season time to generate sales.
•

Cont..
• Sampling
We help and design clients with sampling
promotional campaigns specifically for new products
and services or new features in existing products.
• Coupons
We design special coupons such as scratch cards, gift
hampers, cash refund offers and so on.

How to Design a Sales Promotion
Campaign
• Sales promotions that cause customers to flock to your
store and encourage some to become regular
consumers, are the building blocks of business success.
The right ad mix brings customers in without over
spending. Knowing what online marketing to add to the
equation makes persuading potential clients even more
cost effective. Devising repeatable campaigns to turn into
annual events to create ongoing customer enthusiasm is
key.

Instructions
1. Calculate sales needs or quotas. Concrete numbers
help develop a comprehensive plan.
2. Research past successful sales and document what
customers bought. Organize the promotion around a
product's popularity. Introduce new products to
appeal to the existing client base and bring in new
customers
3. Define the type of promotion to create. Calculate
how much of each item needs to be sold to meet
quota so you'll know how much inventory to order.
Select a theme and define the time line.

Cont…
4. Entice customers with a themed promotion. Designing
around seasons or other well-known themes allows you to tie
in promotions with shopping holidays. Celebrations such as
Black Friday -- the Friday after Thanksgiving -- and Christmas
-- when customers are shopping for bargains -- provide
promotional opportunities. Annual seasonal campaigns often
keep customers coming back for more and are cost friendly to
duplicate.
5. Keep the promotion simple. An elaborate program pushing too
many products overwhelms many consumers. Focus on a few
key sales rather than aisles so full, customers have to negotiate
just to move around. Seasoned promoters incorporate
purchasing incentives such as
samples, gifts, rebates, coupons, contests and sweepstakes to
encourage sales, according to the Bureau of Labor Statistics.
Select one or two inducements to design the campaign around.

Cont….
6. Upsell utilizing a loss leader. This technique offers a low-selling
product to promote sales of more expensive items, and
hopefully create future revenue, according to Alt Concepts.
Offering a percentage off a scarf with the purchase of a sweater
is an example. Customers who like the promotion may buy for
themselves and a friend, or start a collection which creates
ongoing revenue.
7. Launch an employee-incentive contest. Engage staffers by
encouraging competition during the promotion. Offer rewards
such as free movie passes, restaurant gifts cards, even cash.
Increase sales by awarding a grand prize, but sprinkling enough
prizes throughout the contest so most workers participate. Add the
cost of the awards to the total cost to run the promotion.

Cont…..
8. Promote and advertise. Calculate the advertising budget.
Balance it with the sales quota. A promotion costing twice as
much to advertise than the sales it produces is a disaster. Price
shop newspaper, radio and local cable television ads to devise
a well-rounded, yet cost-effective campaign.
9. Multiply the ad campaign by publishing online flyers and
coupons. Social marketing has revolutionized the way
businesses create buzz. Social sites provide individuals with a
voice the smart sales promoter engages. Ask online customers
to select their favorite promo items. Include the top picks in
the sale. Social media can amplify your message when you get
customers involved.

Design a Sales Promotion Campaign
Contents
• Presentation objective
• Sales promotion
• Campaign design

Cont….
Presentation objective
• To show the benefits and challenges of sales
promotion campaign
• To describe the steps involved in designing a
promotion campaign

Cont…..
Sales promotion
• Advertising is defined as:
• “Any form of communication in the paid
media”
• Promotion, on the other hand, is defined as:
• “An incentive, usually at the point of
sale, intended to enhance the intrinsic value of
am product or service”

Cont…..
Campaign design
• Set objective
• Set budget
• Use an agency
• Message selection
• Media choice
• Campaign scheduling
• Campaign evaluation
• Organization and control of campaign

OUT SOURCING SALES
PROMOTION
Why sales promotion is out sourced?
• Identification of strengths and weakness amongst your sales
team, whatever the size, ensuring you are maximizing return
for your spend.
• Shorten sales cycles, thus increasing revenue and cash flow.
• Optimize the time the sales team spend on given
opportunities, so that they can spend more time closing
profitable opportunities.
• Outsourcing gives a business the flexibility to change third-
party vendors whenever necessary. This process is not as time
consuming as the normal employee hiring process, because
they are not screening individuals, they are considering
established companies with proven track records.

Cont…..
ADVANTAGES:
• Identification of strengths and weakness amongst your sales
team, whatever the size, ensuring you are maximizing
return for your spend.
• Shorten sales cycles, thus increasing revenue and cash flow.
• Optimize the time the sales team spend on given
opportunities, so that they can spend more time closing
profitable opportunities.
• Accurate information, based on sales both won and
lost, which ca be used by product planning and service
teams.
• Ongoing coaching and training based on your real
opportunities, which makes your team the envy of the
industry, and thus enables the firm to attract the best.

Cont….
• Identification of a team member who can take over the role of
sales manager, so that he promote form within, which is
fantastic for morale and motivation
• Outsourcing gives a business the flexibility to change third-
party vendors whenever necessary. This process is not as time
consuming as the normal employee hiring process, because
they are not screening individuals, they are considering
established companies with proven track records.
• Whether a business chooses to outsources on a temporary
basis or permanently, the advantages are well worth the
decision to do so. Most business, which set outsource
temporarily end up making an ongoing commitment.

CONT….
DISADVANTAGES:
• One of the biggest disadvantages of outsourcing is undesirable
results. This is especially true when a company hires a third-
party vendor to mass produce a product. In the event that the
finished products do not meet quality standars, the must be
repeated by a different vendor.
• Not only is this a waste of time and materials, it can also be
very costly for the company who outsourced the project. They
are essentially paying twice for the same job. In addition there
is always the possibility that the company may lose
sales, during this same period because of the lack of available
product.

ONLINE SALES PROMOTION
Sales promotion through net
• Net can be used for sales promotion. It may offer
different types of incentives to promote the
product, contest, sweep
stakes, discount, rebate, coupons etc. These are
different forms of promotions that can be offered.
For example.
www.ebay.in, www.yahoo.com, www.yahoo.co.in
etc. are few companies that offer various products
and services on discounts and other benefits.

CONT….
Four challenges
• Firstly online sales promotion activities are required to
generated awareness about not only their own presence
but also accentuate the importance of the
brand, constantly emphasizing on the brand, the
purchase of which would bring a host of other benefits
for customers who but the brand.
• Another challenge for online sales promotion that also
scores a direct and tangible advantage for the marketer
is the prospect of engaging the target market in
purchase behavior.

Cont…..
• The brand should be strong enough and should have enough
qualities to motivate the consumer to buy it again once the
sales promotion activities have succeeded in enabling the
customers to buy the brand.
• The third challenge that online sales promotion activities
face is the challenge of maintaining the market presence of
the brand. This happens through the constant emergence of
new sales promotion activities for short time periods that
maintain the freshness of the brand.
• Last but not the least, online sales promotion activities also
have a commitment of reminding the target market
constantly about the brand through their frequent reminders
and their innovative presence that also enhance the demand
of the brand.