Sales Promotion

You are a marketing professional. Sales Promotion is in the promotional mix with advertising, sales teams and public relations. All four are fundamental aspects. KL&P can offer you the support you need to make your sales promotion techniques pay off in a big way.

At the consumer level, we are always thinking out of the box to offer you ways to motivate for action. Especially in cycles of economic slowdown. Now is the best time to invite a representative from KL&P in to discuss your current plans and get some ideas to build sales at retail and channels.

Speaking of channels, a coordinated push with your salesforce, VARs and distribution partners requires a solid inventory of capabilities and techniques.

Techniques

Techniques that are well-executed go a long way in making your strategies a success. KL&P has been providing support to our clients for over 20 years, breaking ground on new ways to capture attention and boost the "buy". Here is a comprehensive rundown of techniques, many of which can be supplied or served by KL&P.

Consumer sales promotion techniques

• Price deal: A temporary reduction in the price, such as happy hour
• Loyal Reward Program: Consumers collect points, miles, or credits for purchases and redeem them for rewards. Famous examples are Camel Miles, Pepsi Stuff and AAdvantage.
• Cents-off deal: Offers a brand at a lower price. Price reduction may be a percentage marked on the package.
• Price-pack deal: The packaging offers a consumer a certain percentage more of the product for the same price (for example, 25 percent extra).
• Coupons: coupons have become a standard mechanism for sales promotions.
• Loss leader: the price of a popular product is temporarily reduced in order to stimulate other profitable sales
• Free-standing insert (FSI): A coupon booklet is inserted into the local newspaper for delivery.
• On-shelf couponing: Coupons are present at the shelf where the product is available.
• Checkout dispensers: On checkout the customer is given a coupon based on products purchased.
• On-line couponing: Coupons are available on line. Consumers print them out and take them to the store.
• Mobile couponing: Coupons are available on a mobile phone. Consumers show the offer on a mobile phone to a salesperson for redemption.
• Online interactive promotion game: Consumers play an interactive game associated with the promoted product.
• Rebates: Consumers are offered money back if the receipt and barcode are mailed to the producer.
• Contests/sweepstakes/games: The consumer is automatically entered into the event by purchasing the product.
• Point-of-sale displays:-
  • Aisle interrupter: A sign that juts into the aisle from the shelf.
  • Dangler: A sign that sways when a consumer walks by it.
  • Dump bin: A bin full of products dumped inside.
  • Glorifier: A small stage that elevates a product above other products.
  • Wobbler: A sign that jiggles.
  • Lipstick Board: A board on which messages are written in crayon.
  • Necker: A coupon placed on the 'neck' of a bottle.
  • YES unit: "your extra salesperson" is a pull-out fact sheet.
• Kids eat free specials: Offers a discount on the total dining bill by offering 1 free kids meal with each regular meal purchased.

Trade sales promotion techniques

• Trade allowances: short term incentive offered to induce a retailer to stock up on a product.
• Dealer loader: An incentive given to induce a retailer to purchase and display a product.
• Trade contest: A contest to reward retailers that sell the most product.
• Point-of-purchase displays: Extra sales tools given to retailers to boost sales.
• Training programs: dealer employees are trained in selling the product.
• Push money: also known as "spiffs". An extra commission paid to retail employees to push products.
• Trade discounts: Also known as functional discounts. These are payments to distribution channel members for performing some function.