This article is a brief explanation of the concept of "Sales Promotion", its objectives and some implementation mechanisms.
SALES PROMOTION: OBJECTIVES.
Increase traffic or the arrival of consumers: The first step is to get the buyer closer to the point where the product or products offered are.
Increase the frequency and quantity of purchases: It consists of seeking that buyers buy more and more often the products.
Build loyalty in the use of the point of sale: That the consumer frequently approaches the sale site, prefers it and gets used to using it.
Increase sales: Improving the relationship with suppliers and consumers.
Reduce the temporality of purchases: Seek to break with seasonal trends to have stable and fluid traffic at the point of sale.
Objectives of promotions in direct relationship with the consumer:
When the sales promoter and the consumer meet, the first must seek the following objectives, promoting a product.
Encourage the test: Seek that the person uses the product for the "first time", to increase the customer base.
Expand the uses: Search (if it is the case) that the consumer finds several possible uses for the product. That the consumer perceives a greater utility for the use of the product.
Distribute information: Show all the advantages of the product either individually or in groups.
Attract new buyers: Continued promotion beyond advertising is what really drives product sales.
SALES PROMOTION: MECHANISMS
To finish some mechanisms used in the promotion of products:
Special offers: Pay 1 get 2, get 30% more amount, etc…
Purchase coupons: Flyers that offer an additional advantage for buying the product.
Promotional flyers: These are delivered to the establishment inviting a tasting to collect a free sample etc…
Contests: For the purchase of the product participate in the raffle of…
Loyalty plans: If it is possible to personalize purchases, follow up with the buyer, attention with kindness in short, all the possible tools that make the buyer a believer ”of the brand.
Complementation: That the use of one product influences the consumption of another, for example, buy our car wax and wear our mirror polish…
Reward programs for points: Accumulate points for sales to win an additional product.
Product gifts: Widely used in children's segments. Bring a doll, a game etc. inside the product.
There are many mechanisms to know: Samples by mail, tasting, demonstration, visits and many that can be devised.
The next time you go to a supermarket or a point of sale, take a good look at all the forms of promotion that are used to increase product sales, you will see that they greatly influence users' purchasing decisions.
