Sales promotion

1. Welcome to
Sales Promotion
PROMOTING PRODUCT
PUBLIC RELATION
Rina Suprina, M.Hum, M.SiPar
Ivan Prasetya M.Par
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]

2. LET’S BEGIN WITH
….

3. Sales Promotion
introduction
Sales Promotion

4. Sales promotion consists of short-term
incentives to encourage purchase or sale
of a product or service.
“

5. • consumer promotion (samples, coupons,
rebates, premiums, contests, demonstrations)
• trade promotion-buying allowances (free
goods, cooperative advertising, and push
money)
• sales force promotion(bonuses and contests)
It includes a variety of promotional tools designed
to stimulate earlier or stronger market response.
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6. Often a well-planned sales
promotion can result in publicity“

7. Sales Promotion
description
Sales Promotion

8. Used by most organizations,
estimates of annual sales-
promotion spending run as
high as $100 billion
“

9. “Formerly, the ratio of advertising to sales
promotion spending was about 60:40,
today that is reversed.

10. Sales promotions are most effective when they
are used with advertising or personal selling.“

11. “Consumer promotions must normally be advertised
and can add excitement and pulling power to ads.

12. Trade andsalesforce
promotions supportthe
firm’s personalselling
process.
“

13. Sales Promotion
steps
Sales Promotion

14. • setting the objectives
• selecting the tools
• developing the best program
• pretesting and implementing the plan
• evaluating the results
Sales Promotion consists of
by-now-familiar steps:

15. NOW LET’S CONTINUE WITH
….

16. Local Store Marketing
introduction
Local Marketing

17. http://www.larimersbdc.org/_photos/stock_photos/iStock_000007755775Medium1.jpeg
LOCAL STORE MARKETING, ALSO CALLED LOCAL AREA
MARKETING OR NEIGHBORHOOD MARKETING, IS A LOW-COST,
HANDS-ON EFFORT TO PROMOTE AND MARKET A BUSINESS
using all opportunities within the immediate trading area

18. http://tenpointsolutions.com/wp-content/uploads/2015/03/local-seo-toronto.jpg
ALTHOUGH ALL AREAS OF THE PROMOTIONAL MIX
ARE USED, PR IS THE HEART OF ANY LOCAL AREA
MARKETING PROGRAM
It is an area in which small companies can compete
just as effectively as large companies.

19. https://godardgirl.files.wordpress.com/2013/10/local-cafe-furzedown.jpg
INDEPENDENTLY OWNED BUSINESSES HAVE AN ADVANTAGE
OVER LARGE COMPANIES BECAUSE THE OWNERS BECOME
PERMANENT FIXTURES OF THE COMMUNITY

20. Local Store Marketing
description
Local Marketing

21. http://assets.bwbx.io/images/i979fNVMN0qY/v1/1200x-1.jpg
RESEARCH HAS SHOWN THAT 75% OF A RESTAURANT’S
CUSTOMERS COME FROM WITHIN A TEN-MINUTE DRIVE.
with fast-food, the radius shrinks to 3-5 minutes

22. http://scesaplana.s-hotels.com/sites/default/files/imagepicker/7/_dsc1498_0.jpg
PRIMARY SCHOOLS LOOK FOR PLACES TO TAKE THEIR
STUDENTS ON FIELD TRIPS, AND A RESTAURANT OR
HOTEL CAN BE AN EXCITING VENUE.

23. https://helenalexanderfreelance.files.wordpress.com/2013/11/screen-shot-2013-11-02-at-1-42-02-pm.png
MANY SUBURBAN AREAS HAVE WEEKLY PAPERS;
PROVIDING A WEEKLY OR MONTHLY ARTICLE ON TRAVEL,
FOOD, OR WINE IS A GOOD WAY TO GAIN EXPOSURE

24. http://www.photographybusinessriches.com/wp-content/uploads/2015/01/word-of-mouth-photography.jpg
BEING A SPEAKER AT MEETINGS OF LOCAL SOCIAL &
SERVICE CLUBS IS ANOTHER WAY TO GAIN EXPOSURE

25. Local Store Marketing
ideas
Local Marketing

26. http://otlmedia.co.za/wp-content/uploads/2013/06/Holiday.jpg
DURING THE HOLIDAYS, A BUSINESS CAN BE A
DEPOSITORY FOR CHARITIES COLLECTING GIFTS
FOR THE DISADVANTAGED.
but don’t accept this task passively

27. http://2.bp.blogspot.com/-NjJvdZwakWI/VaXlEMIMFuI/AAAAAAAAEYU/nDtlp0Ab1Lw/s1600/Kidzania.JPG
IF LOCAL FIREFIGHTERS ASK YOU TO COLLECT TOYS, SUGGEST
THE CAMPAIGN BE STARTED WITH A KICKOFF DRIVE,
INCLUDING FIRE ENGINES, SIRENS, AND FIREFIGHTERS.
call the local news station and get some TV coverage

28. http://www.miprepzone.com/uploads/ballgirls.jpg
many restaurants will give a portion of their proceeds
to these groups if they refer business
THE SCHOOL BAND, GIRL SCOUTS, AND THE LOCAL LITTLE
LEAGUE TEAM ARE ALWAYS LOOKING FOR FUNDRAISERS

29. Local Store Marketing
involvement
Local Marketing

30. http://img.over-blog-kiwi.com/0/26/18/54/20140728/ob_36c4e0_the-royal-cafe-london-25.jpg
CAUSE-RELATED PROMOTIONS ARE ANOTHER LOCAL
AREA MARKETING TACTIC, BRING BUSINESS TO THE
HOTEL OR RESTAURANT AND HELP THE COMMUNITY

31. http://i477.photobucket.com/albums/rr139/tinitinu/Offline/DSC00578.jpg
A GOOD CAMPAIGN CREATES COMMUNITY
GOODWILL AND EXPOSURE FOR THE RESTAURANT
which means increased business & customer loyalty

32. http://neatoday.org/wp-content/uploads/2014/12/for_profit_colleges_2.jpg
SUCCESSFUL LOCAL MARKETERS DO NOT GIVE PRODUCTS OR
MONEY AWAY FREELY; THEY EVALUATE EVERY OPPORTUNITY
AND MAKE SURE THE EFFORT WILL BE WORTHWHILE
by being creative, managers can ensure their
local marketing efforts will be noticed

33. KEY TERM
….

34. • Contests, sweepstakes, and games. Give consumers a chance to
win something, such as cash or a trip.
• Corporate communications. This activity covers internal and
external communications and promotes understanding of an
organization.
• Counseling. Involves advising management about public issues and
company positions and image.
• Coupons. Certificates that offer buyers savings when they purchase
specified products.
• Lobbying. Dealing with legislators and government officials to
promote or defeat legislation and regulation.
• Patronage rewards. Cash or other awards for regular use ofa
company’s products or services.
http://simpleicon.com/wp-content/uploads/key-3.png

35. • Point of purchase (POP) promotions. Includes displays and
demonstrations that take place at the time of sale.
• Premiums. Goods offered either free or at low cost as an incentive to
buy a product.
• Press relations. Placing newsworthy information into the news
media to attract attention.
• Press release. Information released to the media about certain new
products or services.
• Product publicity. Various efforts to publicize specific products.
• Public relations. The process by which a positive image and
customer preference is created through third party endorsement.
• Sales promotion. Consists of short term incentives to encourage the
purchase or sale of a product or service.
• Samples. Offers of a trial amount of a product.
http://simpleicon.com/wp-content/uploads/key-3.png

36. SOURCE BY:
MARKETING FOR HOSPITALITY AND TOURISM,
FIFTH EDITION
BY PHILLIP KOTLER, JOHN BOWEN, AND JAMESMCKEN
http://www.westminster-church.org/assets/images/library.jpg