Marketing management Promotion
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This document discusses sales promotion tactics and event sponsorship as marketing strategies. It outlines various sales promotion tools directed at consumers or the trade, such as coupons, samples, and premiums. It also discusses the process for developing and evaluating a sales promotion program. Additionally, it notes that $11.14 billion was spent on event sponsorship in 2004, especially for sports, and outlines reasons why companies sponsor events such as increasing brand awareness and reinforcing brand image. Finally, it provides steps for using sponsored events and characteristics of ideal events for sponsors.
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Marketing management Promotion
- 2. Sales Promotion • Collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.
- 3. Sales Promotion Tactics Consumer-directed • Samples • Coupons • Cash refund offers • Price offs • Premiums • Prizes • Patronage rewards • Free trials • Tie-in promotions Trade-directed • Price offs • Allowances • Free goods • Sales contests • Spiffs • Trade shows • Specialty advertising
- 4. Using Sales Promotions Establish objectives Select tools Develop program Pretest Implement and control Evaluate results
- 5. Events and Experiences $11.14 billion spent on sponsorship in 2004 69% sports 10% tours 7% festivals, fairs 5% arts 9% causes
- 6. Why Sponsor Events? • To identify with a particular target market or life style • To increase brand awareness • To create or reinforce consumer perceptions of key brand image associations • To enhance corporate image • To create experiences and evoke feelings • To express commitment to community • To entertain key clients or reward employees • To permit merchandising or promotional opportunities
- 7. Using Sponsored Events Establish objectives Choose event opportunities Design program Implement and control Measure effectiveness
- 8. Ideal Events Audience closely matches target market Event generates media attention Event is unique with few sponsors Event lends itself to ancillary activities Event enhances brand image of sponsor
- 9. Marketing Discussion What are some of your favorite TV Ads and Why? How effective are the message and creative strategies?