often advertising is not always sufficient to promote a particular product, service.It therefore has to resort to other means of marketing, in particular to conduct sales promotion.Under this concept implies the use of different tools in order to increase the value of a product or service during the limited time frame.Other words, it is an additional method of moving goods (or services).Today it is difficult to find a company or enterprise which to sell their products do not use sales promotions.
There are three basic methods of such incentives:
1. Encouraging wholesalers and retailers (push method).The main action is aimed at retailers.It is important to convince them that this item be taken up for sale.Manufacturer as it pushes the product using a commercial advertising and promotion.
2. Encouraging buyers (pulling method).This method has to smuggle goods through all channels, until it reaches the end consumer.For this purpose, we used advertising campaign, accompanied by various promotional actions.
3. Mixed method of stimulation.The most common method, which combines the two previous methods.Mixed method is the most convenient and practical, as it allows the simultaneous action of both traders and buyers.
When the sales promotion of goods and services?The first time, when you want to increase sales and bring to market a new, previously unknown to the buyer of goods.Also, there is a need, when you need to revive the fallen demand for the products or highlight items still among the competing products.
What tools are used in the sales promotion?To achieve the above purposes the carrying out of actions, lotteries, sweepstakes and contests, discounts, gifts or delivery of additional items when purchasing the product concerned, and more.In order to attract the wholesalers and retailers may be provided free consignments and special discounts, and did not stop issuing commercial tenders and awards the most active.If we talk about customers, for their stimulation is most often carried out promotions and sweepstakes, discounts, as well as a free trial product.
Despite its importance, sales promotion has not only advantages but also disadvantages.Talking about the advantages, we can mention the following: stimulation accelerates sales and improves the effectiveness of advertising, making a clear proposal and encourages the consumer to make a purchase.The main disadvantage is the short duration of stimulation.It is only temporary.The disadvantages of incentives also include poorly conducted or that promo can seriously damage the image of the product and its manufacturer;this method does not give an opportunity to stand out from the competition as the competitors themselves h most cases it is used;primitive - the buyers have long been used to conduct a variety of stocks and discounts, so do not always pay attention to them.
Advertising and sales promotion are ineffective without the other.For best results, you should try to combine these two methods of promoting products or services.It is also important to clearly define the tasks of the exhibitor to choose the most appropriate in a particular case, a means of stimulating, as well as the possibility to organize the conduct of a trial program designed to correct all the flaws and evaluate the results obtained in the end.
