Sales Promotion : How to Create, Implement and Integrate Campaigns That Really Work

by Mullin, Roddy

• ISBN13: 9780749457044
• ISBN10: 074945704X
• Edition: 5th
• Format: Paperback
• Copyright: 2010-05-28
• Publisher: Kogan Page

Summary

This well-established book covers all the stages of creating and implementing innovative and successful sales promotions for competitive advantage, including off-the-shelf offers, joint promotions, price promotions, premium promotions, and prize promotions. The fifth edition explores the use of new media such as SMS, MMS, interactive TV, and web-based advertising. Each chapter features a new interactive self-study question-and-feedback section. Includes 63 case studies.

Author Biography

Roddy Mullin is both a Chartered Engineer and a Chartered Marketer. He has been a consultant for sales and marketing for the past two decades, and his business aim is to "make people make money " He is Joint MD of Go Lead Limited which offers distance learning "How to Lead" courses from www.helmsmanship.co.uk. He is a Vice President of the Central London branch of the CIM, a Court Assistant of the Worshipful Company of Marketors and an examiner for the Institute of Sales Promotion diploma. He is a member of the task force for marketing in the United Kingdom, and has also written and co-authored several other books, including The Handbook of Field Marketing, Direct Marketing and Value for Money Marketing (all published by Kogan Page)

Table of Contents

List of case studies	p. vi
Foreword	p. ix
Preface to the fifth edition	p. x
Introduction	p. 1
Starting with the customer	p. 11
Customers and their behaviour	p. 11
Why do you need to start with the customer?	p. 14
The new marketing mix - the offer, the six Cs and matching the customer expectation	p. 17
It's all in the mind of the customer	p. 19
Sales promotion and ethics	p. 22
Case studies	p. 24
The business and marketing purpose behind sales promotion	p. 27
Introduction to the business process	p. 27
The promotional mix	p. 30
Business and marketing objectives	p. 33
Value and price	p. 36
Marketing tactics and strategies	p. 38
The marketing plan	p. 40
Case studies	p. 42
What sales promotions can do	p. 45
The 12 core promotional objectives	p. 45
Case studies	p. 55
How to use promotions	p. 60
From promotional objective to promotional brief	p. 60
Promotional mechanics	p. 63
Case studies	p. 66
How to be creative	p. 73
Types of creativity	p. 73
Creative promotions case studies	p. 74
Thinking creatively	p. 77
Creative techniques	p. 80
Practice makes perfect	p. 82
Making the most of your idea	p. 82
Case studies	p. 84
How to use suppliers	p. 87
Sales promotion agencies	p. 88
Handling houses	p. 93
Point-of-purchase manufacturers	p. 94
Promotional risk management companies	p. 97
Specialist printers	p. 100
Field marketing agencies	p. 101
Premium sourcing houses	p. 102
Case studies	p. 104
How to implement a promotion	p. 106
The components	p. 106
A structured process	p. 112
Implementation	p. 116
Self-regulation and the law	p. 118
Self-regulation in the United Kingdom	p. 119
UK law	p. 122
The European dimension	p. 123
Case studies	p. 123
Marketing accountability and research	p. 127
Doing marketing accountability and research	p. 127
Marketing accountability: how to define success, set KPIs, and measure and evaluate promotions	p. 127
Research	p. 132
Case studies	p. 137
Off-the-shelf offers	p. 141
Free accommodation	p. 141
Holiday vouchers	p. 143
Discount coupons	p. 145
Two-for-one flights	p. 147
High street vouchers	p. 148
Insurance offers	p. 149
Packaged schemes	p. 151
Digital print (formerly film) and collectables promotions	p. 153
Case studies	p. 154
Joint promotions	p. 160
Planning principles	p. 160
Sample promotions	p. 164
Referral coupon promotions	p. 164
Charity promotions	p. 165
Loyalty schemes	p. 168
Phantom partnerships	p. 170
Case studies	p. 170
Price promotions	p. 175
How prices are set	p. 175
Segment pricing	p. 178
Immediate discounts	p. 179
Delayed discounts	p. 183
Coupons	p. 186
Finance deals	p. 189
Trade price promotions	p. 192
Case studies	p. 195
Premium promotions	p. 200
On-pack offers	p. 201
With-purchase premiums	p. 203
Free mail-ins	p. 204
Self-liquidators	p. 207
Brand extension promotions	p. 207
Business gifts	p. 209
Case studies	p. 211
Prize promotions	p. 217
Competitions	p. 219
Free draws	p. 224
Instant wins	p. 226
Games	p. 228
Probability promotions	p. 229
Case studies	p. 232
International sales promotion	p. 238
Types of international promotion	p. 239
Localizing the global	p. 242
Data protection law	p. 244
Case studies	p. 244
Further information	p. 249
Index	p. 256
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