Sales promotions tend to have a shorter term but more immediate effect on sales. “When you look at it (the launch) from a consumer’s point of view, look at what they are being hit with from so many different mediums... You have to stand out and have a different message” says Mark Cheplowitz (president of Wizard of Ahs, a corporate event-planning company) (Vanden Bos, inc.com, 2010). In other words, organisation need to ensure their key messages are put across effectively to attract new customers and potentially gain a share of the market. It is also important to clarify what makes their product different from others already on the market and any USP’s the product may have. Sales promotions and giveaways can also create a killer offer that guests can’t say no to whilst still building momentum for the product and growing the businesses client list. “If you want people to buy what you’re selling, you need to have a product worth buying”; this needs to put across strategically and effectively through the business’s key messages (prolaunch.com, 2011).
“These are major tactics used to help achieve public relations objectives.” (Kitchen, 1997, p.31). Each of these methods have clear “news value” and are arranged primarily for media coverage. They are also able to reach many people at once and help to get the company’s key message out quickly and efficiently. These incentives are much more likely to influence customers to buy the product as they feel like they are being offered more for their money. Overall, tactical promotions such as these have one single objective; “to increase sales” (Tench and Yeomans, 2006, p.439). Brassington and Pettitt (2007, p.369) explain “the promoted product is saying ‘Buy ME, and buy me NOW’... the ephemeral nature reinforces the urgency of taking up the invitation immediately”. It essentially invites a customer to consider the product, think about their “buying decision” and to do it quickly. By implementing sales promotion strategies, it prevents customers putting off trial of the product. This is because the “extra something” will not be around for long so they jump at it while it is available.
No comments:
Post a Comment