SALES PROMOTION
1.Sales promotion definition
2.Target groups and sales
promotion techniques
3.POP materials
4.Merchandising
5.Sensory marketing
1. SALES PROMOTION DEFINITION
 Sales promotion covers a wide range of activities
intended to provide a short-term increase in sales.
 In all cases the intention is to provide an extra
incentive to buy (or stock) a specific brand or product
range.
 Sales promotion will often be useful for low-value
items and is most effective when used as part of an
integrated promotion campaign.
ADVANTAGES OF SP
 SP is flexible and variable.
 SP supports brand (product) loyalty.
 PP can change purchase habits in case of the
convenience goods.
 PP is accepted by customers – it is understood as
increase in product value.
 PP can support effectively other parts of marketing
communications mix.
 SP can encourage trial  attract new customer.
 …
DISADVANTAGES OF SP
 SP is short-dated.
 SP can be imitated by competitors very easily.
 PP can damage reputation (image) of brand – the
use of discounts!!!
2. TARGET GROUPS AND SALES
PROMOTION TECHNIQUES
 Some sales promotions are aimed at
customers, some are aimed at
retailers, others are aimed at sellers
(staff).
producer
seller
middleman
customer
Sellers´
promotion
Customers´
promotion
Trade promotion
SALES PROMOTION
TECHNIQUES
-
B2C
 Discounts (seasonal,
multibuys, banded packs,
extra-fill packs)
 Tasting, product
sampling - inhome
sampling (sending to the
households), instore
sampling (in the place of
purchase), out-of-home
sampling (in the street, …),
point-of-use sampling
(free sample of sauce
when you buy a meat)
 Free gift with each
purchase
 Money-off vouchers
(couponing)
 Two for the price of one
 Loyalty programmes
(clubs)
 Competitions, lotteries
 Trade fairs
 Events
 Road shows
 …
SALES PROMOTION – ROAD SHOW, EVENTS
TRYVERTISING: SAMPLE LAB!
„TRY BEFORE YOU BUY!“
• 2009 - 2011, project, Japan - Tokyo
• The members can actually try out the latest – and often unreleased –
products.
• In return, they have to complete surveys that help brands, designers and
manufacturers to improve and fine-tune their products for the mass market.
• Advantages???
TRYVERTISING: GLADE + WALLMART
3. POP MATERIALS
 POP (Point of Purchase) is the set of
promotional materials in the place of purchase
in order to increase the sale.
 About 85 - 90 % of all purchasing decisions
take place directly in place of purchase!!!
POP MATERIALS ALTERNATIVES
POP materials
Way of
application
TimePlace
Outdoor
Indoor
In-store (shops)
Others (hotels,
restaurants, tourist
centres, ...)
Short-term
Long-term
Walls
Shelves
Cash desks
Floors
Others
Shop in shop
4. MERCHANDISING (IN-STORE COMMUNICATION)
Merchandising or „5R“:
 Right product
 In right place
 In right time
 For right price
 Supported with right presentation
 Sensory marketing (smell, taste, touch, sense of
sight, sense of hearing).
SOME RECOMMENDATIONS
 Eye-level  80 cm – 2 m, at cash desks  impulsive
purchase
 Trade compatibility (Cross promotion).
 To place goods especially on the right, to respect the
clock-wise rotation.
 The cleannes of goods and place of sales.
 POP materials implementation (clean, undamaged).
 Not to be out of stock.
 The frontal orientation of product label.
SENSORY MARKETING
 Sensory marketing explains how sensory aspects
of products (i.e., the touch, taste, smell, sound and
visual aspects) affect consumer emotions,
memories, perceptions, preferences, choices and
consumption of these products.
 In the short term we remember just 1% of what we
touch, 2% of what we hear, 5% of what we see, 15%
of what we taste and 35% of what we smell.
EXAMPLES OF ODORS AND THEIR MARKETING IMPACT
 Melon: it draws nearly universal feelings of friendliness,
youthfulness and happiness.
 Vanilla: Americans think of comfort, and the French consider it
elegant and feminine But in some Asian countries, it is felt to be
sticky and syrupy.
 Sandalwood: Woody aromas score highest on sensuality among
U.S. females. Sandalwood also evokes dark blue hues and
leather.
 Jasmine: The scent is popular in India, where some women
wear it in their hair, but U.S. consumers sometimes react
negatively to a slight barnlike note in the aroma.
WHY SCENT (AROMA) MARKETING?
 The results are in, happier customers who remember
your brand and linger longer.
 It is the art of taking a company’s brand identity,
marketing messages, target audience and matching these
with a fragrance that amplifies these branding aspects.
 The right ambient scenting solution can subtly prompt
consumers to spend more time in retail environments or
can be an effective means of drawing people into your
store.
 The benefits can be seen in almost every industry,
explore for yourself.
WHY SCENT (AROMA) MARKETING?
BANKS Improve customer experience and satisfaction through
scent.
CAR SHOWROOMS Add a sense of luxury and capture the value of your
brand.
ENTERTAINMENT Create a pleasant environment and remove
unpleasant smells.
FITNESS Sprint ahead of the competition with scent.
FOOD SALES Stimulating the sense of smell and entice shoppers to
try your food.
HOTELS The perfect ambience, defined by scent.
MEDICAL Refresh the environment and improve patient
experience.
OFFICES Scented offices, creating an efficient work force and
reduced stress.
RETAIL STORE
SCENTING
Create a unique retail store experience through scent.
TRANSPORT Arrive at your destination relaxed, refreshed and
revived.