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 Vallie Wednesday, 22 March 2017 17:09 posted by Vallie

    Hello, i read your blog from time to time and i own a similar one and i was just curious if you get a lot of
    spam comments? If so how do you reduce it, any plugin or anything you can advise?
    I get so much lately it's driving me insane so any support
    is very much appreciated.

  • Comment Link Madie Wednesday, 22 March 2017 12:42 posted by Madie

    Excellent web site you have got here.. It's hard to find good quality writing like yours nowadays.
    I truly appreciate individuals like you! Take care!!

  • Comment Link Lorie Wednesday, 22 March 2017 10:47 posted by Lorie

    You've made some good points there. I checked on the internet for
    additional information about the issue and found most individuals will go along with your
    views on this website.

  • Comment Link Gertie Tuesday, 21 March 2017 10:21 posted by Gertie

    Hi, I log on to your blogs like every week. Your
    story-telling style is witty, keep up the
    good work!

  • Comment Link Brenda Tuesday, 21 March 2017 09:53 posted by Brenda

    Greate post. Keep posting such kind of info on your site. Im really impressed by your site.


    Hello there, You have performed an incredible job.
    I'll certainly digg it and in my view recommend to my friends.
    I'm confident they'll be benefited from this website.

  • Comment Link Chanel Tuesday, 21 March 2017 06:29 posted by Chanel

    I feel this is one of the so much significant info for me.
    And i am happy studying your article. However want to commentary on some normal issues, The site
    taste is great, the articles is really great : D.

    Excellent activity, cheers

  • Comment Link Ngan Tuesday, 21 March 2017 02:59 posted by Ngan

    Ahaa, its fastidious conversation about this piece of writing at this place at this blog, I have read
    all that, so at this time me also commenting here.

  • Comment Link Brooke Monday, 20 March 2017 22:13 posted by Brooke

    I'm truly enjoying the design and layout of your
    site. It's a very easy on the eyes which makes it much more enjoyable for me to come here and visit
    more often. Did you hire out a designer to create your theme?
    Fantastic work!

  • Comment Link Dacia Monday, 20 March 2017 19:17 posted by Dacia

    What a stuff of un-ambiguity and preserveness of precious experience concerning unexpected feelings.

  • Comment Link Darrin Monday, 20 March 2017 18:57 posted by Darrin

    I really like reading through an article that can make people think.

    Also, many thanks for allowing for me to comment!

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