Consumer Sales Promotion – Doing it the Right Way

Sales promotion plays a vital role in promoting the products and its sales. As sales promotion is an activity directed towards the channel members as well as the end consumers. Each type of sales promotion has different types of activities involved like sales promotional tools that work good for wholesalers and distributors may not be appropriate for consumers. Similarly, sales promotion tools deployed for end consumers may be ineffective when employed against the wholesalers and retailers. Some of the most widely used ways to entice customers are discussed here:

1.Lucky draws
2.Free samples
3.Loyalty rewarding
4.Free product extras
5.Events invites
6.Discount coupons
7.Special price offers for limited periods
8.Trading opportunities
9.Consumer involvement in product design (lays chips)

1.Lucky draws
In this type of sales promotion the company usually asks the customers to send the empty packets or coupons of the product. The company then announces special prizes for the lucky ones out of draw. This scheme in the past has significant impact on the sales increase. This is one of the most costly methods of sales promotion but can have instant impact, provided the whole campaign has been handled well.

2.Free samples
This kind of technique is employed for either a new company and its new product or an existing company with a new product. At times the product’s packaging is changed. This also needs to be communicated to the customer. In this case small number of free samples is also given to the customers. Usually this method is used for two purposes. First is that customers should be able to identify the product. Second, the customer should use it without cost to know the utility he can derive from the use of that product. A company that persuades costumers through its products quality but due to lack of customer’s attention towards the specific product usually tries it to take advantage from this kind of promotion.

3.Loyalty rewarding
Under this method a company rewards customers for his regular purchase of the product or service offered. This technique not only helps to retain customers, but also making this realization to customer that company values his decision to purchase its products.


4.Free product extras
When the competition amongst companies on certain products gets intense, they often struggle hard to get the attention of their customers. When the products of different companies usually provide the same utility, then customers start comparing their prices and quantities. Usually a company charging more money for smaller quantities has to readjust its quantities or give some extra quantity in same price.

5.Events invites
At times the companies want to see the direct reactions of the customers to their products. In this search, companies often try to organize events that involve competitions while consuming their products. Like a detergent maker might hold a competition amongst house wives for washing clothes or other fun relating activities like a paint competition among kids. It is not necessary that the company’s events directly relate to its product. The company however tries its best to establish a connection, so it can promote the use of its products.

6.Discount coupons
Discount coupons are also one of the most widely used methods by a company to promote its products. In this method the company sends discount coupons hidden in its boxes. The customer who gets the discount coupons is sure to get the benefit. So he will usually make the purchases at discounted rates. Companies at times give time limits attached to the coupon. By including this intended pun, the companies cleverly make the customers go for purchases within a specified time. This helps company boost its sales for a specified period of time.

7.Special price offers for limited periods
In this case the company’s target is to increase sales only for a specific period. The company offers products at discounted rates for limited time.

8.Trading opportunities
Some of the companies also offer a trade in for older products. There are hundred of examples on it. For example television makers have long used this technique. By this way the consumers are given some reimbursement on the new purchase made.

9.Consumer involvement in product design
There is another sales promotion method which is very unique and advance. This type of method has been in vogue for quite some time now. One of the major benefits of this method is that when the consumer is involved in making of a product, he then not only appreciates the product but also uses it. He considers it as a product of his own creativity.

Source:
UK Wholesalers