6 Stages Involved in Sales Promotion Planning (2024)
ADVERTIsem*nTS:
The main stages which is involved in sales promotion planning are: 1. Establishment of objectives, 2. Selection of promotional tools, 3. Planning the sales-promotion programme, 4. Pre-testing, 5. Implementation and 6. Evaluation
As in the case of advertising, effective sales promotion involves an on-going process with a number of stages.
1. Establishment of objectives:
Sales-promotion objectives vary according to the target market. If the target is the customer, objectives could include the encouragement of increased usage or the building of trial among non-users or other brand users. For intermediaries, objectives could be to encourage off-season sales or offsetting competitive promotions. Sales-promotion activity could also be aimed at internal personnel, making up part of the reward system
Promotional objectives form the basis for selecting the most appropriate sales-promotion tools. The cost and effectiveness of each tool must be assessed with regard to achieving these objectives in respect of each target market. The tools available to the service marketer are described in more detail in the next section.
3. Planning the sales-promotion programme:
The major decisions that need to be made when designing the sales-promotion programme relate to the timing of the promotion and how long this tool is to be used. Also important are the size of incentive, rules for eligibility and, of course, the overall budget for the promotion.
This needs to be undertaken to ensure that potentially expensive problems are discovered before the full launch of a promotion. Testing in selected market segments can highlight problems of ambiguity, response rates and give an indication of cost effectiveness.
5. Implementation:
The programme for implementation must include two important time factors First, it must indicate the ‘lead time’- the time necessary to bring the programme up to the point where the incentive is made available to the public. Second, the ‘sell in time’ which is the period of time from the date of release to when approximately 90-95 per cent, of incentive material has been received by potential customers.
6. Evaluation:
ADVERTIsem*nTS:
The performance of the promotion needs to be assessed against the objectives set. If objectives are specific and quantifiable, measurement would seem to be easy. However, extraneous factors could account for the apparent success of many sales-promotion activities.
For example, competitive actions or seasonal variations may have influenced customers’ decision making. It can also be extremely difficult to separate out the effects of sales-promotion activity from other promotional activity-or indeed from other marketing-mix changes.
The six key promotional tools used in the communications mix are advertising, personal selling, sales promotions, direct marketing, public relations, and branding. The buyer-readiness stages are the stages a customer passes through before making a purchase.
The six key promotional tools used in the communications mix are advertising, personal selling, sales promotions, direct marketing, public relations, and branding. The buyer-readiness stages are the stages a customer passes through before making a purchase.
The six steps are the pre-approach, the approach, the presentation, the objection, the close, and the follow-up. Before a salesperson shows a customer a product, he or she must carefully prepare for the interaction with the customer.
No promotional plan can ever be successful if you don't know who it is you're promoting to. This is why it's so important that you start this process by defining who your audience is and what they want.
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