Sales Promotion is important and used widely for pushing sales
of products. The Sales promotion campaign must be well planned
and strategically drafted using the right campaigns as well as
strong, persuasive and atention grabbing words.
Concept Behind Sales Promotion
Sales Promotion broadly refers
to all those promotional activities which are undertaken to
stimulate interest, trial or purchase of a product by
the end user or other intermediaries in between. Besides advertising
and personal selling, all other activities undertaken to promote
a product can be classified under sales promotion!
to the Institute of Sales Promotion,
Promotion comprises that range of techniques used to attain
sales or marketing objectives in a cost effective manner by adding
value to a product or service either to intermediaries or end users,
normally but not exclusively within a defined time period. Almost
every Company uses Sales Promotion techniques at some stage of the
product life cycle since sales promotion techniques provide a
strong incentive to BUY!
Generally, there are 3 modes of Sales Promotion -
of Sales Promotion -
Importance to Consumers
Advantages for Producers and Manufacturers
Increased Buying Confidence
- Distribution of free samples is probably
the fastest and best way through which manufacturers can
push consumers to try a product. Once satisfied with the
quality of the sample product, consumers become more confident
about buying a new product.
Rates - During promotional campaigns, companies
offer their products at discounted rates. Consumers like
to make use of such occasions to buy larger quantities
of such products.
Advantages for the Sales Force
New Markets - Sales Promotion campaigns enable manufacturers
to capture new markets.
Expenses & Measurable Results - Producers
have direct control over sales promotion campaigns and this
enable them to make sure that there are no undue wastages in
Sales - Sales
promotion techniques have favourable effect on the sales of
products. Companies enjoy increased demands for their products
while such campaigns are running.
of the commonly used Sales Promotion tools include -
Samples, Coupons, Lucky draws, games and contests, Cash Refund
offers, Free Trials, Tie In Promotion, Point of Purchase Displays
Contributing Author: Akanksha is a freelance content
writer. An Advertising graduate, she writes Research based Articles
on topics ranging from content writing, travel, home improvement