Sales Promotion Australia ~ An Article about Promoting Products to Australia

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Sales Promotion

Article by Pauline Douglas

The science of promoting products and services in Australia is called Sales Promotion.

 

Sales Promotion is fundamentally about developing relationships with a set target audience to improve the sales of a new or existing product or service.  

Sales Promotion Australia ~ An Article about Promoting Products to Australia

Sales Promotion is based upon the rudiments of consumer repetitive purchase patterns.

 

A 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.

 

How about the various services you partake in such as your hair dresser or your doctor?  Odds are that you also have your preferred practitioner services, and are probably not too comfortable to change these kind of services on a regular basis.

 

Sales 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:

 

a. 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. 

 

It 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.

 

Consumers are introduced to new products and services in one, or all of the following ways (in order of importance and impact) ...

 

a. 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 verbal promotion 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, display and pricing

 

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 of Sales. 

 

Sales Promotion also looks to a variety of Media Strategies to gain consumer 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).

 

When 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

 

 

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Sales Promotion Australia ~ An Article about Promoting Products to Australia

Sales Promotion Australia ~ An Article about Promoting Products to Australia

Sales Promotion Australia ~ An Article about Promoting Products to Australia

 

Sales Promotion Australia ~ An Article about Promoting Products to Australia

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