1 / 42

Sales Promotion Plan

Sales Promotion Plan. 3.02. Ambush marketing. occurs when one brand pays to become an official sponsor of an event and another competing brand attempts to cleverly connect itself with the event, without paying the sponsorship fee. Reasons To Use Ambush Marketing.

marcin
Download Presentation

Sales Promotion Plan

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Sales Promotion Plan 3.02

  2. Ambush marketing • occurs when one brand pays to become an official sponsor of an event and another competing brand attempts to cleverly connect itself with the event, without paying the sponsorship fee

  3. Reasons To Use Ambush Marketing • Attracts consumers at expense of competitors • Affects event’s ability to get future sponsors • Consumers may assume your brand is the official event sponsor • Can be cheaper than actual sponsorship

  4. Identifying Ambush Strategies • Ensure sponsorship agreement allows right to block out competitors • Anticipate how competitors would try to ambush your sponsorship

  5. Viral Marketing • Marketing phenomenon that facilitates and encourages people to pass along a marketing message

  6. Principles of Viral Marketing • Cheap • Buzzworthy • Credibility from source of message: friends

  7. Key Viral Marketing Strategies • Gives away products or services • Provides for effortless transfer to others • Scales easily from small to very large • Exploits common motivations and behaviors • Utilizes existing communication networks • Takes advantage of others' resources

  8. Special Event Marketing • Gathering of human beings designed to celebrate, honor, discuss, sell, teach about, encourage, observe, or influence human endeavors

  9. Types of Special Events • Parties • Games • Movie screenings • Giveaways

  10. Why Use Special Events • Cut through the clutter • Face-to-face interaction with brand • Tailored to audience and/or venue • Do things that can’t be done on TV

  11. methods that can be used to generate ideas for special events

  12. considerations in using special events as a sales-promotionstrategy • Return on Investment (ROI)

  13. Identify benefits of using special events as a sales-promotion strategy insport/event marketing

  14. barriers to using special events as a sales-promotion strategy inSEM

  15. importance of project planning in creating special events plans

  16. benefits of using collateral materials for special events

  17. need for image consistency in planning special events

  18. procedures for planning special events in sport/eventmarketing

  19. Define the term “frequency/loyalty marketing.” • Promotional program aimed at encouraging repeat sales by rewarding customers on buy frequently or on regular basis

  20. Identify situations in which businesses can effectively use frequency/loyaltymarketing programs

  21. Benefits of Loyalty Marketing • - Shift - Acquire new customers • - Lift - Increase the spending of existing customers • - Retention - Improve the natural churn rate of customers • - Profit mix - Shift spending to higher margin products

  22. Discuss ways in which databases are used in frequency/loyalty marketing • Program developmentCollect data and testLeverage knowledgeCustomer Management

  23. Describe reward structures that are used in frequency/loyalty programs • Cash back/rebates • Discounts • Points • Customer Recognition

  24. Explain communications strategies that are used with frequency/loyaltyprograms • - Web site • - Direct Mail • - Statements • - Newsletter

  25. Discuss record-keeping issues associated with frequency/loyalty programs

  26. Describe impediments associated with frequency/loyalty programs

  27. Analyze the costs/benefits of implementing a frequency/loyalty marketingprogram

  28. Discuss a process for designing a frequency/loyalty marketing program

  29. Demonstrate procedures for designing a frequency/loyalty marketingprogram

  30. Define the term “specialty promotions.”

  31. Identify examples of specialty promotions

  32. Explain reasons for using specialty promotions

  33. Describe considerations for selecting specialty promotions for a business

  34. Demonstrate procedures for analyzing the use of specialty promotions

  35. Identify types of sales-promotion techniques

  36. Describe considerations in selecting sales-promotion techniques • includingthe following: sales-promotion objectives, target market, company image,and budget

  37. Explain procedures for developing a sales-promotion plan

  38. Develop a sales-promotion plan.

More Related