Sales Promotion - A cutting edge marketing tool
Author: Carl Roughsedge
Sales promotion is one of the most measurable and directly effective marketing techniques. Sales promotion offers tangible rewards or the opportunity to receive tangible rewards in return for a given action or a change in purchasing behavior. It is a marketing technique that encompasses a wide range of tactics including loyalty promotions, trade incentive schemes, consumer incentive schemes, games, competitions, premium promotions - normally free gift with purchase, and special offers for example, buy two get one free.
Sales promotion can certainly be one of the most effective marketing techniques and can be used to achieve a number of objectives. Probably the most common objective of a sales promotion campaign is to encourage loyalty, this is most frequently seen in the forecourt promotions run by the petrol station chains or in the loyalty card schemes operated by the major retail chains.
Competitions and games can be used to encourage trial purchase or sometimes simply trial, as often seen for example in their usage by car retailers when offering the opportunity to win for example a holiday in return for taking a test drive. Premium promotions are also frequently used to encourage trial purchase, a premium promotion would typically entail giving a free gift with purchase. One of the advantages of this type of premium promotion is that the gift itself can be branded so as to keep the brand logo and slogan of the supplier in the purchaser's mind.
Trade incentive and customer incentive schemes offer rewards to clients and customers in return for making a given level of spend during a set time period of time. Rewards vary in nature but in a business to business environment may be business related items such as equipment or free extra products, etc. In consumer markets the rewards are more likely to be consumer goods or holidays, glassware, dinnerware, household goods and garden tools have commonly been used.
Whilst sales promotion can be very effective and is also a relatively inexpensive form of marketing, it is also a minefield. Many laws control sales promotion, for example, it is illegal to require a consumer or business to spend in order to take part in a competition unless skill is the only factor which will determine who will win. Hence the frequent use of tie breaks in competitions. For this reason when developing a sales promotion it is always a good idea to enlist professional advice or at the very least to consult a specialist law book such as Sales Promotion Law by Circus & Painter.
To achieve the required objectives it is important that a sales promotion is well thought through and professionally presented and promoted. For instance, if you are offering a reward such a holiday in return for a given level of spend over a set period of time, think about how much you can reasonably ask customers to spend in that period in order to act as an incentive for them. Also think about whether the additional revenues from sales will cover the costs of the promotion. When developing a competition think about what type of prize will entice your target market to want to enter. If you get everything right, the rewards can be big!
Article Source: http://www.articlesbase.com/marketing-tips-articles/sales-promotion-a-cutting-edge-marketing-tool-824128.html
About the Author
Carl Roughsedge is Director of www.e-Moonlighting.co.uk which provides marketing and graphic design to small and medium businesses around the World.
wEB SITE PROMOTION?
I NEED SOME AVICE HOW TO MARKET MY WEBSITE WTH O MONEY LEFT FROM SPENDING ON SCHOOL AND TOOLS ?
“If you build it, they will come” is not necessarily true on the Web. Putting a website up is one thing, but getting visitors to come to your site is another. The process becomes even more difficult if you have limited resources to market your business.
You can use pay per click advertising in the search engines to reach audiences looking for your products. You can use Google Adwords http://www.google.com/adwords or Yahoo http://searchmarketing.yahoo.com
Here are some shoestring marketing ideas that can help you get the visitors you need at the least cost possible:
1. Create the best content you can with the best products you can possibly offer. Your content is your best advertisement – if visitors love your content, then they will go back and spread the word to others.
2. Make it easy for users to recommend your site. Viral marketing is very important — and easy to tap on the Web. But give your users the tools. Get a Recommend this Site script from websites such as cgiscripts.com and similar directories of scripts. Some even go as far as giving incentives to those who recommend the site to their friends. If only 10 people go to your site, but these 10 people invite 10 more – that’s additional traffic that you get for FREE!
Recommend Site Scripts (various) http://php.resourceindex.com/Complete_Scripts/Website_Promotion/Recommend_Site/
Big Nose Bird Recommend this Site http://bignosebird.com/carchive/birdcast.shtml
CGI Resource Index http://cgi.resourceindex.com/Programs_and_Scripts/Perl/Website_Promotion/Recommend_Site/
Hostscripts http://www.hotscripts.com/PHP/Scripts_and_Programs/Site_Recommendation/index.html
3. Rank well in the search engines (organic search results, not the pay per click). SEs can be a big source of traffic. The key is to create the best content in your niche. If you have good content, other websites will gladly link to you and offer your site as a resource to their audience. Check the on-page factors and be sure to get linked from authority sites in your topic area.
If you are going to read only one piece on search engine optimization, I suggest you read Brett Tabke of WebmasterWorld.com’s “Successful Site in 12 Months with Google Alone: 26 steps to 15k a day.” http://www.webmasterworld.com/forum3/2010.htm
SEO for Google http://www.powerhomebiz.com/052006/google.htm
SEO for Yahoo! http://www.powerhomebiz.com/052006/yahoo.htm
SEO for MSN http://www.powerhomebiz.com/052006/msn.htm
Tying It Together: SEO For The Big Three http://www.powerhomebiz.com/052006/seo.htm
4. Send out press releases. While outfits charge as much as $650 per release, there are free press release submission places on the Web. Press releases allow you to (a) attract media attention; (b) get more back links to your website without sending each website an email request; and (c) get more visibility especially if your press release gets in Google News or Yahoo News.
http://www.prleap.com/sign_up.html
http://i-newswire.com/
http://www.24-7pressrelease.com/
http://www.pressbox.co.uk/cgi-bin/links/add.cgi
http://www.pr.com/press-releases
http://www.prfree.com/
http://www.clickpress.com/releases/index.shtml
http://www.theopenpress.com/
http://www.przoom.com/
http://www.prweb.com
http://www.newswiretoday.com/
http://www.free-press-release.com/
5. Submit articles. Write articles and submit them to websites accepting author submissions. You get exposure for your business; establishes you as an authority in your field, and allows you to get backlinks for your website. If 50 websites publish your article and it contains a link back to your website, then you easily get 50 links from a single article. The more links you have, the greater your chances for increasing your search engine rankings.
Here is a comprehensive list of where to submit your articles http://answers.yahoo.com/question/;_ylt=AhzreGmnCUicOoyedqypscUjzKIX?qid=1006022407481
6. Improve your conversion. Getting visitors is one thing; getting them to buy your products is a whole different story. Read the article “10 Ways to Convert Visitors to Buyers” http://www.powerhomebiz.com/072005/conversion.htm for tips on how to improve your conversion rates.
7. Post a link to your site for free where it is allowed (always read the Terms of Use). Examples are:
Craigslist http://www.craigslist.com
Google Base http://base.google.com
Classifieds for Free http://www.classifiedsforfree.com/...
Text Link Exchange http://www.txtswap.com/
Recycler.com http://www.recycler.com/
Yahoo Classifieds http://classifieds.yahoo.com/
US Free Ads http://www.usfreeads.com/
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I don’t know, but it is simply a way to create backlinks to your landing page and takes quite a bit of work to set up. You are probably better off using Linkvana or one of the backlink services.
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Try this free press release distribution site
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good information,thank you
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