Tuesday, 07 September 2010 20:00

Promotions: Do They Have a Place?

Written by 
Rate this item
(0 votes)

When your mechanic sends you a coupon for a discount on an oil change, or your local coffee shop rewards you with a free cup of coffee every tenth time you buy, you're seeing a promotional program in action.

 

A promotion is a planned strategy for increasing sales over a short period. A promotion adds value to the product or service offered. It stimulates sales for reasons other than the product's inherent benefits.

 

We call those reasons incentives. Sometimes the incentive is designed to specifically make a sale, as in "$2.00 off medium pizza with this coupon." Other times the incentive is planned simply to expose the customer to the product, to break down preliminary barriers that are roadblocks to a future sale.

 

With a promotional program, you can persuade people to try your product, to experiment with new beliefs about your service; you can shift buying habits so that light users find reasons to buy more.

 

stuffersWho uses promotions? There are business-to-business promotional programs, and there are consumer programs. We'll talk mainly about consumer programs. The concepts we'll discuss are really about the same for both. Remember, people do business with people. It's just a matter of what market you're trying to influence (end users or intermediaries).

 

Different businesses are drawn to different styles of promotion. The most frequent users of promotional programs are the retail services, like car care, hair care, and restaurants. Coupons are the most common promotion for these types of businesses; dry cleaners use coupons extensively, and so do groceries. It's the ability to track results, as well as their proven effectiveness, that makes coupon offers so popular.

 

In the business-to-business world, suppliers frequently engage in promotions by offering sale prices. You are less likely to see coupons here, because the patterns of purchasing are a little different. The person making the decision to buy may not be the same person who is writing the check, so requiring the physical coupon to be used would be an unnecessary barrier to the desired sale.

 

Promotions work because people like something for nothing. They respond to two-for-one offers, and they love a good deal or free extras with their purchases. Special promotions help lots of businesses achieve their marketing objectives, such as combating seasonal cycles or stealing attention from the competition.

Last modified on Monday, 04 August 2014 12:24
IDEAS Girl

Entrepreneur, Web Developer, and Promotional Products Consultant.

30 comments

  • Comment Link Alisa Thursday, 09 March 2017 14:54 posted by Alisa

    You ought to be a part of a contest for one of the best sites on the net.
    I will highly recommend this site!

  • Comment Link Clemmie Thursday, 09 March 2017 05:04 posted by Clemmie

    I was recommended this blog by means of my cousin. I'm now
    not certain whether or not this submit is written through him as nobody
    else realize such special approximately my trouble.
    You are incredible! Thank you!

  • Comment Link Chas Thursday, 09 March 2017 04:39 posted by Chas

    You ought to be a part of a contest for one of the highest quality sites on the internet.
    I am going to recommend this blog!

  • Comment Link Donette Thursday, 09 March 2017 04:35 posted by Donette

    Spot on with this write-up, I absolutely believe that
    this site needs a lot more attention. I'll probably be back again to read more,
    thanks for the information!

  • Comment Link Kathrin Thursday, 09 March 2017 04:05 posted by Kathrin

    It's not my first time to visit this web site, i am visiting this web page dailly and take
    nice facts from here all the time.

  • Comment Link Elisabeth Wednesday, 01 March 2017 22:26 posted by Elisabeth

    Very nice post. I just stumbled upon your weblog and wanted to
    say that I have truly enjoyed browsing your blog posts.
    In any case I'll be subscribing to your rss feed and I hope you write again soon!

  • Comment Link Erika Tuesday, 28 February 2017 21:56 posted by Erika

    Hello! I've been reading your weblog for some time now and finally got the courage to go
    ahead and give you a shout out from New Caney Tx! Just wanted to tell
    you keep up the fantastic job!

  • Comment Link Lamar Tuesday, 28 February 2017 21:08 posted by Lamar

    I have to thank you for the efforts you've
    put in writing this blog. I really hope to view the same high-grade
    content from you in the future as well. In fact, your creative writing abilities has encouraged me to get my very own site now ;)

  • Comment Link Arianne Tuesday, 28 February 2017 20:40 posted by Arianne

    I am not sure where you are getting your info, but good topic.
    I needs to spend some time learning much more or understanding more.
    Thanks for fantastic info I was looking for this info
    for my mission.

  • Comment Link Simon Tuesday, 28 February 2017 19:48 posted by Simon

    What's up, of course this article is really fastidious and I have learned lot of things from
    it regarding blogging. thanks.

Leave a comment

Make sure you enter the (*) required information where indicated. HTML code is not allowed.

Receive Updates

Subscribe to our Newsletter to get subscribers only offers, discount coupons, news, and more...
Email type
Don't miss out!
Please wait
Web Analytics