Instrumenten van Sales Promotion

Sales force promotion:

• Sales contests with target-based incentives
• Sales manuals and tools to help and motivate
• Sales meetings with motivational meetings and product launches
• Bonuses based on targets

Consumer promotion instruments:

• Monsters (samples)
• Discounts (on pack, in pack, near pack)
• Cash back coupons
• Value packages
• Premiums (self-liquidators)
• Special promotional articles
• Loyalty rewards
• Point-of-sale promotions
• Contests

Trade promotion instruments:

• Discounts
• Buyback guarantee
• Free products
• Consignment
• Advertising discounts
• Display allowances
• Relationship gifts

Business-to-business (B2B) promotion:

• Conferences
• Trade shows
• Sales contests

Public Relations (PR):

• Building good relationships with various publics
• Building credibility (not sales-driven)
• Advantages: credibility is very effective and inexpensive
• Creating good publicity
• Building a good image (externally)
• Dealing with negative rumors, stories, and events (proactively/reactively)

Personal selling:

• Personal presentation through the sales department
• Building customer relationships
• Advantages: personal interaction
• Disadvantage: expensive communication method

Direct marketing:

• Direct contact with carefully selected individual customers
• Goal: obtaining a direct response and building a lasting customer relationship
• Ways to communicate: mobile marketing, direct mail, telemarketing, catalog marketing, direct-response TV marketing
• Characteristics: closed (not public), direct, focused on the target group, interactive (one2one)

Out-of-home (OOH) media:

• All forms of advertising that reach consumers outside the home
• Print, digital, large outdoor boards, bus/tram LED screens (up to >100m²), digital out-of-home (DOOH), outdoor, indoor, instore

In-game advertising:

• The reach of television is declining and that of gaming is increasing
• Advertising in games:
  • Static virtual billboards
  • Product placement
  • Logos
  • Dynamic messages that can be adapted based on date, target group, time, location

Changes in the marketing communication landscape:

• Marketers can better track customers due to increasing information technology
• Trend towards segmented marketing:
  • Previously, producers sold to many people
  • Then came targeted marketing, where producers sold to specific segments
  • Now, various media channels are used
• Developments built on different trends:
  • Data mining (GDPR, May 2018)
  • Virtual Reality (VR), Augmented Reality (AR), Artificial Intelligence (AI), Internet of Things (IoT)
  • Building consumer trust (advertiser vs. consumer peers)

Integrated marketing:

• Transition from mass marketing to targeted marketing
• Coordinating marketing and promotional messages
• Conclusion: marketing has moved from mass marketing to integrated marketing

Consumer goods and communication:

• Understanding the communication measurement tool is important
• Important decisions for building a communication program:
  • Segmentation and target group marketing
  • Media coverage match
  • Frequency
  • Impact
• GRP and campaign goals
  • GRP at launch: high OTS, new message needs to be stored
  • GRP at maintenance: lower/average OTS, message needs to be refreshed and remembered.

Test uw kennis over de instrumenten van sales promotion, waaronder consumentenpromotie, salesforce incentives, bonusstructuur en verkoopstools. Leer meer over monsters, kortingsbonnen, cash backs en andere tactieken die de verkoop kunnen stimuleren.