Sales Promotion Strategies and Tactics

Sales Promotion Strategies and Tactics

A direct inducement that offers extra incentives anywhere along the marketing route to enhance or accelerate 

the product’s movement from producer to consumer.

B2B

are incentives targeting retailers to increase stock, space, or promotion of a brand

B2C

are incentives targeting consumers to increase sales, single and multiple brand items.

The Role of Sales Promotion in IMC

• Adds tangible, immediate value to the brand 

• Maximizes sales volume 

• Can be more effective in motivating customers 

• Negatives: hurts profits, high cost, price war

Push Strategies

are primarily designed to secure the cooperation of retailers, gain shelf space, and protect the product against competitors.

• trade promo

• trade advt

Pull Strategies

Consumer sales promotions (attract customers)

Giving brands a push with trade promotions: Allowance and trade deals

• Slotting Allowance 

• Trade deals 

• Forward buying 

• Diverting 

• Display allowance 

• Buyback allowance 

• Advertising Allowance 

• Co-op advertising materials 

• Push money or spiffs 

• Company conventions and dealer meetings

Using consumer promotions to pull brands through

• Point of purchase materials 

• Coupons and free-standing inserts 

• Digital coupons and convenience cards

• Cents-off promotions, refunds, and rebates 

• Premiums 

• Sampling and polybagging 

• Combination offers 

• Contests and sweepstakes 

• Games