Sales Promotion is based upon the
rudiments of consumer repetitive
good way to explain
sales promotion is to consider your own
purchasing patterns. Where
do you shop and what do you buy?
If you are the same as most Australian
consumers, you probably have a favourite food or clothing store and your
cupboards are filled from week to week with the same consumer products
that you are familiar with and trust.
about the various services you partake in such as your hair dresser or
your doctor? Odds are that you also have your preferred practitioner
and are probably not too comfortable to change these kind of services on a
Promotion is very much a social science, that takes into consideration
that humans are fundamentally creatures of habit, and will take a new
product or service into their lives based upon the following principals:
Introduction b. Perception c.
Familiarity d. Trust
The challenge of
Sales Promotion is to
influence and modify a consumers purchasing habits by developing the
perception, familiarity and trust around a new product or service.
The objective is the gaining of new and repeat customers.
is considered that if a consumer is introduced to a product or service
three times, they will have gained enough familiarity to trial a product
or service. It is further considered that if a consumer purchases a
product or service three times, they will have gained the trust to
integrate the product or service into their regular buying habits.
are introduced to new products and services in one, or all of the
following ways (in order of importance and impact) ...
Word of Mouth b. Point Of Sale c. Media Promotion
Word of mouth promotion
(reputation) is by far the most powerful form of sales promotion -
particularly if introduced by a person that the consumer knows and trusts,
such as a friend or family member. Sales
Representatives and Sales Assistants also play a key role to the
of products and services.
Point of Sale (POS) Promotion
is the next most powerful way in which consumers will be brought face to
face with a new product or service. The challenge is to gain the interest
and trust of the consumer through carefully thought out packaging,
Many food, beverage and cosmetic industries will
combine the power of word
of mouth and POS
promotion, to incorporate a "Sampling
Promotion" to enhance the effectiveness
Promotion also looks to a variety of Media Strategies to gain
awareness and familiarity, such as advertising (newspaper, magazine, radio and t.v.,
direct marketing (snail mail advertising and telemarketing) and the new
medium of the internet (internet marketing and web design).
launching or re-launching a product or service, these factors should be
taken into consideration for future success.
Source: Pauline Douglas - QuickSell - The Art Of Persuasion