The Unknown Magic Power of Sale Promotion
I guess that few people are unfamiliar with Sales Promotion in recent years. This special promotion is now widely used in a variety of fields and is very popular all over the world. You may buy a 532nm laser pointer pen at a low price when there is sales promotion for it; you may get discount when buying a set of home theater at Thanksgiving Day; you must get more benefit when buying items on your list before the upcoming Christmas. A large number of shops make use of this campaign not only in order to make more profit but also attract enough potential customers who may be their real customers soon.
What is Sales Promotion?
Sales promotion describes the promotional methods using special short-term techniques to persuade customers to respond or undertake certain activity, i.e. purchasing. As a reward, marketers offer something of value to those responding generally in the form of lower cost of ownership for a purchased product or the inclusion of additional value-added material.
Different from wholesale, sales promotion is a short-term incentive aimed to encourage the purchase or sale of a product or service. Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes. Sales promotion is one of the four aspects of promotional mix. (The other three parts of the promotional mix are advertising, personal selling, and publicity/public relations.) Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability.
Don’t think that you never got involved into a sales promotion. If you recollect, you may find that your new hair style made last month is part of sales promotion in the 2nd Anniversary of that famous hair salon; the price of your microwave oven was much cheaper than the price one month before as a result of the sales promotion.
In addition, examples of coupons, free trials, and rebates are usually applied to Sales Promotion Strategies. For example, coupons got from your last purchase will save you an amount of money when you buy the designated items next time; if you buy laser pointer pens in an electronic shop, trial of a powerful green laser pointer may be available for you; rebates are generally used for expensive electric appliances.
Recently, I found that some marketers raise the real price of some products and then cut the price by the name of sale promotion; however in that case, we customers cannot benefit from that activity but totally fooled by their tricks. To some extent, it is really a terrible behavior which easily spoils the fame of the shop. Thus, we have to judge whether the real value of items we determine to buy are worth of the price on the label.
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