You may often come across the term sales promotion but aren’t entirely sure what it means. This marketing tool is used by almost every company, and chances are we’ve all encountered it. So, what exactly is sales promotion, and where can you see it in action?
What is sales promotion?
Sales promotion is an important part of the communication mix and overall marketing strategy. It involves offering a benefit to the consumer to encourage them to try a product or make a purchase.
The goal of sales promotion can also include encouraging the purchase of larger quantities, increasing purchase frequency, persuading brand-switchers to buy a specific product, or rewarding loyal customers.
You’ll encounter sales promotion nearly everywhere – supermarkets, shops, online stores, and even service businesses like language schools, auto repair shops, or beauty salons.
Common Sales Promotion Tools
Typical tools include free samples, tastings, and promotional gifts. Demonstration events where your target audience gathers, product placement in stores, store design, and even the appearance and behavior of sales staff are also part of sales promotion.
Other common methods include customer services such as free delivery, extended warranties, discounts, contests, coupons, and vouchers. Membership in loyalty programs, club cards, or subscribing to store magazines are also forms of sales promotion encountered daily.
Sales promotion apps
In today’s digital age, mobile and tablet apps are increasingly important tools for sales promotion. Banks, supermarkets, restaurants, fashion retailers, insurance companies, media outlets, and more use apps to engage customers.
Apps give potential customers fast and convenient access to products and services online, often within minutes. They eliminate the need to visit a physical store and offer intuitive navigation and modern design, making ordering or booking services much easier.
