PPB June 2015

Promote Yourself To

Problem Solver

INAL IN A FIVE

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JUNE 2015 •

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tactics, many sales promotion techniques are effec-

tive for business-to-business marketers and social

organizations too.

The key to a sales promotion is that it provides

a motivation factor with either an immediate dis-

count or a value-added incentive that persuades

people to act immediately. For example, a per-

cent-off coupon provides an immediate discount at

the point of purchase while a free-in-the-mail pre-

mium provides a value-added reason that may take

up to six weeks to be received.

Eight Top Sales Promotion Techniques

Technique: Sampling

For a product with a

discernible positive difference, sampling can

be the most effective way to get customers

to try and buy a product. The old Pepsi/Coke

challenge is an example. So are the pop-up demo

counters at Costco and Sam’s Club stores that

allow customers to taste a new cheese or flavored

water. Sampling is a powerful way to experiment

with product acceptance as it delivers an immedi-

ate value-added reward (consumers often toss a

block of the cheese or a six-pack of the water into

their shopping carts). You can offer a lot of sup-

porting products for a sampling campaign includ-

ing bags, sample cases, table covers, aprons,

apparel for the sampling personnel and door

hangers to deliver samples.

Technique: Couponing

Coupons provide a

specific discount at the time of purchase

which creates immediate gratification.

Coupons can also be effective in getting people to

try a product or service, creating an incentive for

loyalty (continuity of purchase) or stimulating multi-

ple purchases (loading). Loading is a strategy of

delivering coupons that takes consumers out of the

market and away from competitive efforts for a

period of time. As a promotional products sales

promotion expert, you can recommend several cre-

ative ways to deliver coupons. By printing coupons

on something with perceived value, you are also

giving your client a value-added incentive rather

than just a price-cutting discount. You can do this

by suggesting clients print their coupons on

bumper sticker backers, temporary tattoo backers,

iron-on transfer backers, on bags and even as tags

on a wide range of promotional products.

Technique: Bonus pack

This is a specially-

packaged product that offers extra quantity

without an increase in price. You’ll often see

laundry detergent or toothpaste with a big banner

flag on the package announcing “25% More” or

“20 oz at our 16-oz price.” This value-add strategy

delivers immediate gratification to the consumer.

Technique: Merchandise pack

This is a

tremendous opportunity for the promotional

products sales promotion expert. The pack can

include an appealing low-cost item either inside

the package, attached to the package or delivered

adjacent to the package on a display. Sometimes

the product container can be a special premium

item (think of the commemorative tins or special

glassware promotions from jelly companies). The

merchandise can be part of a set or appeal to col-

lectors or a special audience. This is a strategic

way to generate interest and get people to buy

multiple packages because it provides a value-

added incentive with immediate gratification.

Merchandise packs should offer items with col-

lectible or commemorative value or they should

relate to the product and its usage. Toys, stickers,

tattoos, coloring books, games, recipe books, cal-

endars, measuring tools and kitchen items are all

examples of items you can recommend for a mer-

chandise pack offer.

Technique: Free-in-the-mail offer

This is

another strategy that provides a value-added

incentive with delayed gratification. The con-

sumer receives an item with a high-perceived value

in exchange for sending in a proof of purchase. This

tactic provides a stronger alternative to marketers

than the rebate because the cost of the premium

can be less than the cost of the cash rebate but val-

ued at a much higher level by the consumer. You

Merchandise packs are a strategic way to gen-

erate interest and to get people to buy multiple

packages because it provides a value-added

incentive with immediate gratif ication.