1. Consumer
Promotions

2. ctions intended to convince individuals to purchase a good or
service. A typical business will only offer a consumer promotion
like a reduced price, free sample or bonus offer for a short period
in order to stimulate demand for and awareness of the product
being promoted.
CONSUMER PROMOTIONS

3.  Consumer promotion is easier now then what it was before, brands are
able to pull consumers to buy their products easily. This is usually done
in addition to advertising, advertisements are shown for a longer
duration, while consumer promotion is done as a form of sales
promotion.

5.  Consumer promotions are a way to attract new customers and
grow your customer base. This is a common objective for new
companies or new product launches.
 Getting customers to switch brands by offering free samples and
free trials is another goal. This approach limits the risk to
customers when giving your product a try.
 Clearing out extra merchandise, combating competitor
promotions and generating short-term revenue and cash flow are
other common consumer promotion goals.
ObjECTIvES Of CONSUMER PROMOTIONS

6. oupons
ercent-off discounts
ree trials and samples
uy one get one free deals
ebates
remiums and ad specialties
ontests and sweepstakes
CONSUMER PROMOTION TyPES...

7. ustomers are given coupons during holiday season and at times for
their birthdays and anniversaries. A certain percentage of
discounts are given, customers are encouraged to buy products at
a reduced price.
COUPONS....

8. COUPONS

11. PREMIUMS
Types:
Free-in-the-mail (gifts for buying)
In/on-package (attached gifts… e.g.: toys)
Store or manufacturer (provided at time of purchase from
store or manufac.)
Self-liquidating (premium sold at cost to consumer)

12. Issues:
Time (short life spans – popularity wanes)
Cost (exclusivity increases demand and thus higher prices
for desired items)

14. CONTESTS AND SWEEPSTAKES
ontest :participant must compete (activity needed)…often
purchase needed to enter

17. SWEEPSTAKES
o purchase required, chances of winning are probability driven (a
random draw). May have restrictions of one entry per store, etc.

20.  Refund: return of the full amount of money tendered by the
customer
 Rebate: returns a portion of the money tendered by the
customer
 How are they used????
 Refunds – for trial offers
 Rebates – to promote the sale of other company products,
or the sale of the purchase product
REfuNDS AND REbATES
(TRiAl OffERS)

21. CONT…
xamples: Rebates on Computer Hardware (Printers), website that
gives you the best purchase price for items, services – cash back if
not satisfied
oal of:
Trial offers: let you try the product first hand – most people
won’t go through the trouble of sending it back unless they are
really unsatisfied.
Rebates: future sales – rebates on next item purchased
Both: mailing lists

22. SAmPliNg
 Offering in whole or part a product or service to the customer
free of charge
 Good for promotion of new products or improved products
 Better at point of purchase than in mail or delivery
 Works well with other forms of promotion
 e.g.: sample a food at a grocery store and have coupons at the
sample table so that customers get a deal on the purchase

23. SAmPlES ExAmPlES
epsi Taste Test
hoe cleaner
ye glasses cleaner (just soap)
indow cleaning (will clean one window)

24. mEThODS
n-store distribution
irect sampling
esponse sampling
n-package sampling
edia sampling
vent sampling
elective sampling

25. Cont…
Problems:
• Cost is high.
(Try BUZZ marketing in lieu?)
• Packaging must be congruent with full size version for product
recognition.
• Requires careful planning of distribution.
How to Succeed:
• As part of IMC plan
• Focus is to induce TRIAL USE
• Most effective for NEW products or NEW versions
• Can switch BRAND LOYALTY (up to 70%)

26. onus packs offer the consumer an extra amount of a product at the
regular price by providing larger containers or extra units.
onus packs result in a lower cost per unit for the consumer.
rovide extra value
ffective defensive maneuver
Bonus PaCks

28. PriCe-off Deals
educe the price of brand
rice-Off reductions are typically offered right on the package
ypically, price-off rage from 10-25 percent
romotional discount reaches the consumer rather than being kept by the trade.

30. traDe orienteD sales
Promotion
Sales promotion programs target to the trade should be based on
well defined objectives and measurable goals and a consideration
of what the marketer wants to accomplish.

31. ajor aim of trade promotion is to keep marketing intermediaries like
wholesalers and retailers interested more and more so that :-
hey do distribution properly.
rovide support for new products.
aintaining support for established brand.
ncouraging retailers to display established . brands.

32. tyPes of traDe orienteD Promotions
BuyingBuying
PromotionalPromotional
SlottingSlotting
POP displaysPOP displays
Sales trainingSales training
Trade showsTrade shows
Contests and incentivesContests and incentives
Trade allowancesTrade allowances
Co-op AdvertisingCo-op Advertising
TypesTypes

33. CoorDinating sales, aDvertising, imC
tools
Budget allocation
Coordination of
themes
Media support and
timing

35. DisPlay aDvertising

36. WeB Banner aDvertising

37. POP UPS/POP UNDER

38. SEaRch ENgiNE maRkEtiNg

39. SEaRch ENgiNE OPtimiSatiON

40. SPONSORED SEaRch

41. SOcial mEDia maRkEtiNg

42. mObilE aDvERtiSiNg

43. Email aDvERtiSiNg

44. PaY PER click maRkEtiNg

45.  Pay for performance
 24 hours marketing
 Results can be measured
 Used to build database
 E-mail marketing
 Can easily reach younger
customer
 You can target market to
almost anyone
 Education based marketing
 Mobile Marketing
 Use of video
 Build brand through social
media
 Test headlines and copy
majOR REaSONS fOR USiNg
iNtERNEt maRkEtiNg