METHODS OF PROMOTING SALES

 The range of activities geared towards communicating with the target

market so as to :
 Inform
 Attract &
 Induce them to purchase the company’s products.
 The promotion aspect is an especially creative element
 Focuses on engaging the target market in exciting ways through the use of:
 Comedy
 Competitions &
 Colour at times.
GOALS OF VARIOUS METHODS OF PROMOTING
SALES:
 Touse marketing communications to influence consumer
behavior and spending decisions

 Tomake consumers aware of a product, its brand name and

features, where it can be purchased and the price it sells for.
 4 MAIN METHODS OF PROMOTING SALES:

 ADVERTISING

 SALES PROMOTION

 PUBLIC RELATIONS

 PERSONAL SELLING
1. ADVERTISING
 Any paid form of communication about goods and services by a business.
 It can be made through various forms of media to inform, persuade, or remind
customers about a product.
Main types of advertising media:
 Newspapers
 Television
 Radio
 Billboards
 Magazines
 Telephones
 Internet
2. Sales promotions

 Involves deals, special offers or gimmicks used to increase sales of a

product in the short run.

 These special offers are a cost to the business and must be completed
over a short period of time.

 Aim is to boost sales revenue far beyond that of the cost of

implementing sales promotions strategies.
SALES PROMOTION TOOLS:
 Free samples

 Coupons

 Premiums/Gifts attached

 Contests and sweepstakes

 Loyalty schemes/points

 BOGO – Buy One Get One Free

 Point of Sale Displays

 Rebates

 Bundling

 Loss leaders
 DIFFERENCE BETWEEN ADVERTISING AND SALES
PROMOTION

 Advertising is a long-term sales technique which attempts to get an

emotional response or connection from the customer.
 It attempts to build a brand image in the customer’s mind.
Example: Advertisements for weekend ‘staycations’ in local hotels.
 However, sales promotion is a short-term sales strategy that is designed
to give customers the extra incentive to purchase more of the product.
Example: BOGO Sale at Payless Shoe Source.
3. PUBLIC RELATIONS
 PR refers to the process and activities used by the business to build a
positive image in the minds of its customers.

 It is a very cost-effective way of gaining free publicity.

 The press are invited to cover activities run by the business, and these
events are then included in newspapers, radio and television articles.
SOME TOOLS USED IN PUBLIC RELATIONS:
 Sponsorship of activities at the community or national level, e.g.
sports, cultural events

 Press releases that are aimed at attracting the public’s attention to a

particular activity

 Scholarships for employees or their children; these are also reported

in the media

 Uniforms provided to staff members, so that even before and after

work they continue to promote the business
4. PERSONAL/DIRECT SELLING

 Face-to-face selling of the business’s product by sales staff.

 Aim is to gain sales and build customer relationships.
 It involves high levels of interpersonal interactions between sales staff and
individuals or groups of customers.
 These interactions can take the form of:
 Person-to-person sales
 Telephone sales
 Emails
 Internet conferences.
 Sales staff can adapt the business’s service directly to suit the needs of the customer.
 It also gives an insight into the market for the product.
1. List 5 qualities of successful sales
people.
2. List and explain the 5 steps in the personal
selling process.
PAGE 247 – 1ST EDITION
PAGES 227 & 228 – 2ND EDITION.