Sales promotion

A collection of various types of measures aimed at encouraging potential customers to buy a specific product or use a specific service.

 

Sales promotion is one of the tools that is included in the four-element combination called marketing - mix (4P). It is one of the elements of promotion and includes all such instruments, such as promotional coupons or advertising gadgets, which are to make the product offered by the company more attractive for a specified period of time and encourage the customer to purchase the goods faster. Sales promotion can also be used to weaken the position of competitors on the market, or much more often to introduce a new product to the company's offer.

 

We can distinguish three types of sales promotions that will be targeted at different target groups. Therefore, activities of a different nature will be directed to each of them, taking into account a specific audience. These are respectively:

 

1. consumer sales promotion - addressed to a single buyer of the product

• samples

• coupons

• special packaging

• bonuses

• Loyalty programs

• refund offers

• prizes, lotteries, games and competitions

• free testing

2. commercial sales promotion - addressed to commercial intermediaries

• special trade offers

• joint advertising of intermediaries

• free products

3. business sales promotion - addressed to the company's staff

• training meetings

• sales contests

• advertising gadgets

 

Sales promotion activities can also be divided into the following three groups:

 

• price manipulation - seasonal price cuts

• actions related to the commodity - familiarizing potential consumers with the product as much as possible

• increasing the attractiveness of the product - emphasizing the advantages of purchasing and using the product