Sales promotion in marketing - all those measures and activities that their activity should help to increase sales and attract more customers.It should be noted that these measures are aimed not only at the end customer, but also the one who is responsible for promoting a product.Sales promotion in marketing has several different purposes, depending on to whom they are specifically intended: for sales representatives or end user.In the second case, the main task is to attract as many customers as well as increasing the number of goods to be purchased by a consumer.If you talk about stimulating the sellers, it is to attract a larger number of sales representatives for the promotion of the old and the output of a new product on the market, as well as increasing the range and quantity of goods in a retail outlet.
forms of sales promotion can be divided into two categories: "hard" and "soft."
«hard" sales promotion in marketing
view of strong competition to sell a product is difficult enough.The buyer used to trust those brands or product that has already been successfully tried out, or one that was advertised quality.With these objectives and was produced in the marketing of "hard" to stimulate, ie something which in a short period of time will need to convince the consumer to make a purchase of this particular product.And it's best to do this with a variety of discounts, sales (price incentives), and the issuance of additional products, provided that the purchase will be carried out (positive incentives).Based on observations, it is clear that such measures really are effective.Working on the principle of the psychological impact on the buyer, they bring a good income to producers.When a consumer sees on the shelf goods or goods at a discount, which is attached to the same, but cheaper by half, or even free of charge, the mechanically triggered a desire to buy the product on the basis of tangible benefits.
As a rule, "hard stimulation" is temporary, as carried out in the shortest possible time.Frequent use it is highly undesirable.For example, if a particular product often will pass discounts or the various events, the buyer may be questioned as this product.The temporality of the incentives associated with certain cost producers, without which do not succeed.
«soft" sales promotion in marketing
This refers to such means as active stimulation, reaching in some measure in the form of gameplay.For example, effective in the implementation of a product is conducting a variety of contests and lotteries.It is also a kind of psychological effect on the buyer.Upon learning that buying chips, you can take part in the draw home appliances, he is sure to make a purchase and test your luck.
to "soft" forms of sales promotion is also a bright and eye-catching package design, the mandatory distribution of gifts, repayment in the event that the purchased goods are not justified his qualities.
Sales promotion product - an important task for every marketer.It is important not only to be able to use the above forms and methods of stimulation, but also clearly understand how a product works and who it can be most useful.Job marketer often consists in communicating with potential buyers, so you need to know how to put the conversation and turn it in the direction of the purchase so that the client did not feel the imposition of the proposed production.
