Point-of-Purchase Promotions Point-of-sale displays are sales promotions that are placed where they can easily draw customer attention and trigger impulse buying. LEARNING OBJECTIVES Illustrate the rationale and use of point of purchase promotions KEY TAKEAWAYS Key Points In smaller retail outlets, POS displays are supplied by the manufacturer of the products, and are sited, restocked, and maintained by one of their regular salespersons, but this is less common is larger… Read More »Point-of-Purchase Promotions

How to Create an Effective Sampling Program Sampling has been around for ages. So it obviously works. But like other promotional programs, bad implementation will lead to bad results. Here are some tips marketers use to create successful sampling programs: Find ways to drive new users to your company: Simply giving samples to people who already love your brand or your product is like preaching to the choir. They’ve already… Read More »How to Create an Effective Sampling Program

Sampling A free sample is a portion of a product given to consumers at no cost for their trial with the aim of driving product adoption. LEARNING OBJECTIVES Describe the characteristics and proper methods of sampling KEY TAKEAWAYS Key Points The purpose of a free sample is to acquaint the consumer with a new product. Small “trial size” containers of products are also classified as samples. Samples may also be… Read More »Sampling : What is Sampling

Contests and Sweepstakes Contests and sweepstakes are two forms of sales promotions which attract consumers by offering them the chance to win a valuable prize. LEARNING OBJECTIVES Discuss the characteristics of contests and sweepstakes and how companies benefit from their use KEY TAKEAWAYS Key Points Contests normally require the participant to perform some type of activity and the winner is selected based on who performs the best or provides the… Read More »Contests and Sweepstakes : how companies benefit from their use

Loyalty Marketing Loyalty marketing is an approach whereby a company focuses on growing and retaining existing customers through incentives and rewards. LEARNING OBJECTIVES Discuss the basis, use and impact of loyalty programs as a personal selling and sales promotion tool KEY TAKEAWAYS Key Points Some loyalty marketing industry insiders, such as Fred Reichheld, have claimed a strong link between customer loyalty marketing and customer referral. In recent years, a new… Read More »Loyalty Marketing : impact of loyalty programs as a personal selling and sales promotion

Premiums Premiums are prizes, gifts, or other special offers consumer receive when purchasing products. LEARNING OBJECTIVES Identify the rational, types and use of premiums from a sales promotional and personal selling perspective KEY TAKEAWAYS Key Points Premiums fall into one of two categories: free premiums which only require the purchase of the product and self-liquidating premiums which require consumers to pay all, or some, of the price of the premium.… Read More »Promotion Methods in Consumer Sales : Premiums

Rebates A rebate is an amount paid by way of reduction, return, or refund on what has already been paid or contributed. LEARNING OBJECTIVES Examine the rationale behind and the use of rebates as part of sales promotions KEY TAKEAWAYS Key Points The mail-in rebate (MIR) is the most common type of rebate. In some cases, the rebate may be available immediately, in which case it is referred to as… Read More »Promotion Methods in Consumer Sales :Rebates

Promotion Methods in Consumer Sales Coupons A coupon is a ticket or document that can be exchanged for a financial discount or rebate when purchasing a product. LEARNING OBJECTIVES Show how and why coupons are used as part of sales promotion methods KEY TAKEAWAYS Key Points Coupons gain popularity during tough economic times. Coupons are an inexpensive form of marketing. Coupons offer marketers both advantages and disadvantages. An effective coupon… Read More »Promotion Methods in Consumer Sales : Coupons

Sales Promotion Objectives of a Sales Promotion The objectives of a sales promotion are to increase consumer demand, stimulate market demand, and improve product availability. LEARNING OBJECTIVES State the main goals of a sales promotion KEY TAKEAWAYS Key Points Sales promotional tactics include contests, coupons, freebies, loss leaders, point-of-purchase displays, premiums, prizes, product samples, and rebates. Sales promotions can be directed to consumers, sales employees, or other retailers. To encourage… Read More »Sales Promotion

Measuring Sales Force Performance Appraisals are the common form of measuring how well an employee performed compared to a set of stated objectives; feedback communicates these evaluations. LEARNING OBJECTIVES Illustrate methods of measuring sales force performance KEY TAKEAWAYS Key Points Appraisals can be conducted according to a number of different critieria, which will vary according to company, industry, job, seniority, etc. Employees will usually have a unique set of criteria… Read More »Measuring Sales Force Performance