Creating a Sales Promotion Program
While advertising and public relations are good at generating product awareness or creating positive consumer attitudes towards your brand, sales promotion programs are good at generating sales. When you have a major sales problem that calls for you to produce sales results immediately, then running a sales promotion program is appropriate.
Here are some examples of sales promotions:
- Discount coupons
- Contests and raffles
- Product bundling and promo items (i.e. “Buy this product, get that for free”)
- Price discounts
If you decide to run a sales promotion program, you should identity your target audience groups (customers, channels/intermediaries, or your own sales force) and decide on which form your promotion would take (it can involve money, goods, or services).
You should also note that a sales promotion program would only work if it was given a sense of urgency. Thus, limit the promo period. Typical sales promotion programs last two to three months at most; any longer and people stop feeling the urgency to act immediately.
The following outline may help you in putting together your sales promotion program:
- Introduction and justification – Why propose a sales promotion program in the first place?
- Objectives – What do you hope to accomplish with the sales promotion program?
- Promotional offer – What is the nature of the promotion?
- Eligibility – Who is your target?
- Timing – When will the promotion be implemented and how long will it last?
- Date plan – What is your timetable for mobilization?
- Support and Administration – Who and what shall be involved in its implementation?
- Sales plan – What is your sales quota from the promotion? In what territory?
- Assessment – What are your criteria for success and how do you measure it?