Sales Promotion Strategies
Sales Promotion Strategies
Three forms of sales promotion strategies are commonly used to encourage purchases. The first tactic comprises a push promotion strategy. The respective tactic exploits the sales force of an organization as well as its trade marketing activities. The exploitation of both dimensions allows the strategy to establish clientele demand for a respective product or commodity. Additionally, the push promotional approach involves persuading trade liaisons to thrust the commodity via distribution channels towards the client (Ogden 27). This will usually take place in terms of campaigns such as advertisements and personal selling. The organization markets the product via a reseller. In turn, the distributor engages in the promotion of the respective good to the consumer or another reseller. Simply, the producer markets the commodity to wholesalers, who take part in the promotion of the product to the retailers. In the end, the retailers handle the promotion of the good to the clients. A fair illustration of the push strategy involves the sale of cell phones in which corporate producers such as Nokia market their commodities through retailers such as the Car Phone Warehouse. A pull approach, on the other hand, usually tries to coax the client into ‘pulling’ the commodity from the producer via a marketing channel. It is commonly used if distributors express the unwillingness to bear a commodity since it attains as many customers as possible and influences them to reach out towards retail outlets (Ogden 42). For instance, the considerable advertising, and marketing of toys on television by BBC and the toy manufacturer, Fisher-Price is a good example of a pull approach. The last tactic comprises a combined approach that incorporates both push and pull strategies. In this case, car dealers are a fair example of the strategy since they tend to utilize both strategies’ incentives such as dealer inducements and cash-back giveaways.
Ogden, James R. Developing a Creative and Innovative Integrated Marketing Communications Plan: A Working Model. Upper Saddle River: Prentice Hall, 2008. Print.
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