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Sales Promotion
Key Decisions When Developing theSales Promotion Program:
Size of the incentive
Conditions for participationPromotion and distribution of the
actualsales promotion program
Length of the promotional programEvaluation
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Planning of Sales promotionalCampaign
1.Marketing research2. Identifying target market(s)
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3. Message:
A promotional campaign is designed to try to make
customers more aware of a product, brand orservice.
Getting the right message across is thereforeimportant
Message should be clear and unambiguous is vital
4. Budget :
Most promotional campaigns will have to work within
a pre-determined budget. This will give planners some idea of
what they have
available to spend, Also help planner to determine
the type of promotional media used
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5. Time Frame :
When the campaign is scheduled to run, for how long
and the long term plans need to be considered. There are
different format for running any campaign
Eg- A campaign might initially run for four weeks andthen be
'rested' to return after a few months
6. Evaluation : Assessing how the campaign has gone in relation
to
its objectives will be essential in informing the
futuredirection of subsequent campaigns
There may be a number of things that happenedduring the
development of the campaign that willneed to be addressed by the
team.
This will help them to plan new campaigns more
effectively
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Sponsorship
Sponsorship is a process by which acompany, organisation or
individualprovides an individual organisation withfunds, products
or services for commercialadvantage.
When companies support an event like
sport event, show, or charity
Financially or donate product/service
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Sponsorship (Cont.)
Objectives:
1) Generation of awareness
2) Promotion of positive message about
the product or company
4 Types of SPONSORSHIP:
1. Event-related sponsorship
2. Broadcast/Program sponsorship3. Cause-related sponsorship
4. Ambush Marketing
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1. Event-related sponsorship
i.e. sponsoring soccer competition or activity
Increase awareness or improve image
2. Broadcast/Program sponsorship
A brand can sponsor a sports program,weather forecast
Billboarding: mentioning the name of asponsor
Product placement: sponsor's product beingused during the
program to show to theaudience
i.e. series
Types of Sponsorship
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3. Cause-related sponsorship A combination of PR, Sales Promo,
and corporate
philanthropy , based on profit-motivated giving to
goodcauses
Not just Charity, but Charity + integration of
company'scommunication strategy
4. Ambush Marketing
Promotional stunts used at events by companies that
are not official sponsors.
Typically occurs when one big brand is trying to dilute
the presence of a rival that is sponsoring an event,thus
diminishing the return on the official sponsor's
investment. For example,
Nike ran its own soccer competition against the World Cup
whose official sponsor was Adidas.
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Why Sponsorship ?
To increase sales
Develop customer loyalty
Heighten brand awareness
Develop new market Develop business to business
relationships
Launch new brands
To develop community relations To change or revitalise brand
image.
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Advantages of SponsorshipFor the Sponsor
PUBLICITY FINANCIAL
IMAGE
For The Event
EXTRA INCOME - RAISES STANDARDS
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Disadvantages of Sponsorship
FOR THE SPONSOR
POOR VALUE
BAD IMAGE
FOR THE EVENT
DEPENDENCE ON SPONSOR
