How to Sell More Stuff! : Promotional Marketing That Really Works

by Steve Smith; Don E. Schultz

• ISBN13: 9780793193318
• ISBN10: 0793193311
• Format: Paperback
• Copyright: 2004-12-01
• Publisher: Kaplan Test Prep

Summary

With over $233 billion and 50 percent of marketing budgets allocated to consumer promotion, marketing professionals need a working reference tool to help them plan, budget, execute, and, ultimately, sell more stuff.Sales promotions are used by the smallest mom-and-pop storefront to the most sophisticated consumer product marketer, and everyone in between.How to Sell More Stufftells executives, agencies, internal departments, entrepreneurs, and students alike how to close sales by influencing immediate customer behavior through an array of promotional techniques, including sweepstakes, tie-ins, coupons, events, and more.Authors Steve Smith and renowned Professor Don E. Schultz give readers a fact-filled how-to handbook that covers the entire sales promotion spectrum clearly, concisely, and completely. Professor Schultz introduces each chapter with an insightful, analytical perspective, and then the authors show readers:* How to choose the right tactic from over 100 options, reviewing descriptions, advantages, and disadvantages.* How to budget the program.* Pitfalls, cautions, and opportunities.* How to put it all together with procedures and checklists.Examples of leading promotions fromCampbell Soup, General Mills, Stanley Tools, andProcter & Gamble. Every business, from small businesses to agencies to corporations to sales organizations to B2Bs, want to increase sales.WithHow to Sell More Stuff, Smith and Schultz show them how to pick the right promotion to meet their needs and execute it flawlessly to achieve the desired results.

Table of Contents

Introduction	xv
Professor Don E. Schultz
Help!	1	(12)
What Is Promotional Marketing?	2	(5)
Advertising versus Promotion	3	(1)
Sales Promotion Is Executed through a Chain of Links	4	(1)
Objectives, Strategies, and Tactics	4	(1)
How Should You Plan Your Promotion?	5	(2)
Step One---Identify Yourself	7	(6)
Brand Background Document	7	(6)
Sweepstakes and Contests	13	(44)
Introduction: Making Sweepstakes Consumer Relevant	13	(3)
Overview	16	(1)
Definition	16	(1)
Objectives by Category	17	(2)
Packaged Goods	17	(1)
Retail	17	(1)
Performance Incentive---Sales, Service, Distribution	18	(1)
Common Sweepstakes Objectives by Tactic	19	(1)
Itemized Tactics	20	(13)
Drawing---Entry Form	20	(1)
Program Learning/Data Entry	20	(1)
In-Pack Instant Win (Also, On-Pack)	21	(1)
Coupon/Refund Entry (Drawing)	22	(1)
Match and Win	23	(1)
Watch/Listen and Win	23	(1)
Scratch and Win (or Other Reveal Device)	24	(1)
Collect and Win	25	(1)
Game	26	(1)
In-Store (On-Premise)	27	(1)
Prize Board	28	(1)
Mystery Shopper (Spotter)	28	(1)
Broadcast Call-Out/Call-In	29	(1)
800/900 Number	30	(1)
Internet Code Number (and Other Internet Tactics)	30	(1)
Contest	31	(1)
Long Shot (Also Hole-in-One)	32	(1)
``Instant Win'' Doesn't Mean Instant Win (but Often Means Instant Sales)	33	(1)
Have a Second Chance Sweepstakes at Minimal Cost	33	(1)
Prizes	34	(2)
Two Philosophies: Lots of Prizes versus a Hero Prize	34	(1)
Partner Prizes	35	(1)
Taxes	35	(1)
Cash Alternatives	35	(1)
Unclaimed Prizes	36	(1)
Other Prize Considerations	36	(1)
The Winners	36	(1)
Notification	36	(1)
Publicity	37	(1)
Restrictions	37	(1)
Affidavits	37	(1)
Participation and Results	37	(3)
A Few Dynamics at Work	37	(1)
In-Pack Announcements	38	(1)
Match and Win	38	(1)
Watch and Win	38	(1)
800# Telephone, and Now the Internet	39	(1)
Caution!	39	(1)
Guidelines and Cautions	40	(4)
AMOE: Don't Require Purchase to Claim a Prize	40	(1)
Control Your Media and Distribution	40	(1)
Advertising and Communication	41	(1)
Creative Challenge	41	(1)
Deadline Guidelines	41	(1)
Fraud and Security	42	(2)
Budgeting	44	(3)
Establish Criteria	45	(1)
Payout	45	(1)
Materials and Services List	46	(1)
Official Rules and Related Documents	47	(3)
Sweepstakes Official Rules Checklist	47	(2)
Drawing Entry Example	49	(1)
Sweepstakes Winner Forms---Major Prizes	50	(7)
Winner Announcement---Sample	50	(1)
Affidavit of Eligibility and Tax Assignment---Sample	51	(1)
Waiver of Liability---Sample	52	(2)
Consent and Release---Sample	54	(1)
Parental/Guardian Contest and Release---Sample	55	(1)
Prize Claim Form---Sample	56	(1)
Coupons	57	(34)
Introduction: Consumers Love Coupons	57	(4)
Overview	61	(1)
Definition	61	(1)
Three Categories	61	(1)
Two Arenas---Packaged Goods and Retailers	62	(1)
Packaged Goods	62	(1)
Retail/Service	62	(1)
Common Coupon Objectives by Tactic	63	(1)
Itemized Tactics	64	(11)
Manufacturer Discount Coupon	64	(1)
Manufacturer Instant Redeemable Coupon (IRC)	65	(1)
Manufacturer Free Offer	66	(1)
In-Store Sampling Manufacturer Coupon	66	(1)
Manufacturer Account-Specific Coupon	67	(1)
Buy One-Get One Coupon (BOGO)	68	(1)
Retailer Product Discount Coupon	68	(1)
Retailer/Service Electronic Coupon (Verbal Request)	69	(1)
Multiple Purchase Coupon (or Cross-Purchase)	69	(1)
Cross-Ruff Coupon	70	(1)
Self-Destruct	71	(1)
Rub-off Value Coupon	71	(1)
Sweepstakes Entry	72	(1)
Bounce-Back	72	(1)
Time-Release Coupons	73	(1)
Do-It-Yourself (DIY) Coupon	73	(1)
Collector Card	74	(1)
Novel Format	75	(1)
Common Coupon Copy Requirements	75	(3)
Coupon Considerations	77	(1)
Free Product Coupons	78	(1)
Two Ways to Execute Free Product Coupons	78	(1)
Bar Codes	78	(2)
Coupon Sizes	80	(1)
Projecting Redemptions and Budgeting	80	(4)
Is Less Redemption More Effective or Vice Versa?	80	(2)
Redemption Process and Cost	82	(2)
Online Coupons	84	(1)
Presell Your Coupon Drop	85	(1)
Guidelines and Cautions	86	(2)
Controlling Coupon Fraud	88	(1)
Simplified Checklist	89	(2)
Rebates/Refunds	91	(32)
Introduction: Rewarding the Real Purchasers	91	(2)
Overview	93	(1)
Common Refund Objectives	94	(1)
Common Refund Objectives by Tactic and Delivery	95	(2)
Itemized Tactics	97	(8)
Print Delivered	97	(1)
Internet Delivered	97	(1)
Point of Sale Delivered	98	(1)
Product Delivered	99	(1)
Partner Delivered	99	(1)
Receipt Delivered	100	(1)
Multiple Purchase---Same Brand or Company Product Line	101	(1)
Cross-Purchase/Tie-in	102	(1)
Continuity Purchase	102	(1)
Instant Refund	103	(1)
Sweepstakes Overlay	103	(1)
Manufacturer/Account Tie-in---Retail Fulfillment	104	(1)
Retailer Vendor Collection	105	(1)
Collector Card	105	(1)
Refunds versus Merchandise Incentives	105	(1)
How Not to Get Redeemed---Slippage	105	(3)
Gambling on Slippage	106	(1)
Rebate Shell Games---Traffic Offers versus In-Store Nonoffers	107	(1)
Shipping and Handling and Much More	108	(1)
Refund Fulfillment	109	(1)
Example of FSI Fulfillment Costs	109	(1)
Those Who Failed to Meet Refund Requirements	110	(2)
Refund Redemption Example	112	(1)
Why Some Retailers Don't Like Refunds	112	(1)
Retailers: Make the Most of Vendor Refunds and Take Some Credit	113	(1)
The No-Win Refund Board	113	(1)
Detecting Refund Fraud	113	(1)
Common Refund Copy Requirements	114	(6)
Refund Certificate Copy Examples	116	(4)
Planning Checklist	120	(3)
Discounts	123	(28)
Introduction: Discounting in a Rational Way	123	(3)
Overview	126	(1)
Definition	126	(1)
Common Discount Objectives by Tactic	127	(1)
Itemized Tactics	128	(9)
Bartering	128	(1)
Trade-in	128	(1)
Storewide (Days or Hours Duration)	129	(1)
Temporary Price Reduction (TPR)	129	(1)
Voucher	130	(1)
Future Purchase Dollars	130	(1)
Member Card	131	(1)
First 200 Shoppers/Two Hours/200 Units	132	(1)
Fill This Bag	132	(1)
Value Pack	133	(1)
Twofers/Service Extra (Buy One-Get One Free = BOGO)	134	(1)
Bundling	134	(1)
Financing (0%, No Money Down, Payment Grace Period)	135	(1)
Contract Prerequisite	135	(1)
Loss Leader	136	(1)
Trade Allowance	137	(1)
Why Discount?	137	(1)
Discount Law---Sales Must Be Sales	138	(2)
Everyday Low Price (EDLP) versus High-Low Retail Philosophy	140	(1)
Shell Games and Funny Money	140	(1)
Options to Discounting	141	(1)
How to Handle Potential Problems	141	(2)
Selling In a Discount to the Retailer	143	(1)
Guidelines	144	(2)
Budgeting Guidelines	146	(3)
Track Results!---Build a Learning Curve	149	(1)
Trade Deals---Promotional Allowances	149	(2)
Continuity	151	(30)
Introduction: The Data May Be Worth More Than the Sale	151	(3)
Overview	154	(1)
Common Continuity Objectives by Tactic	154	(1)
Itemized Tactics	155	(8)
Collect and Get---Refund	155	(1)
Collect and Get---Merchandise/Service	156	(1)
Collect and Get---Free/Discounted Product	157	(1)
Collect and Get---Escalated Plan	157	(1)
Loyalty---Frequent Buyer	158	(1)
Loyalty---Electronic Card	159	(1)
Loyalty---Premium Catalog Program	160	(1)
Relationship (Database)	161	(1)
Club/Contract	162	(1)
Collector Series	162	(1)
Collect and Win	163	(1)
Business-to-Business Applications	163	(1)
Budgeting	164	(4)
Materials Checklist	164	(1)
Some Budgeting Criteria	165	(1)
Budgeting Benchmarks	166	(1)
Calculating a Point	167	(1)
Close-Ended or Open-Ended	167	(1)
Rewards	168	(1)
Don't Use the Free Word Too Freely	169	(1)
Loyalty, Continuity, Relationship, One-to-One, Permission---Which?	170	(1)
Relationship Marketing	170	(6)
Four Relationship Program Phases	170	(1)
What Data to Track	171	(1)
Profiling and Modeling	171	(2)
Direct Survey	173	(2)
Relationship Program Cost and Execution Considerations	175	(1)
Continuity Guidelines and Cautions	176	(3)
Three Hallmarks	176	(1)
Turn and Profit per Target Customer---Cost	177	(1)
Participation---How Many or Who?	177	(1)
Advertising Campaigns Don't Have Continuity	177	(1)
Do It Yourself versus Outsourcing	177	(1)
Program Duration---Increased Consumption	177	(1)
Get Personal	178	(1)
Overstocked/Understocked	178	(1)
Questions and Complaints	178	(1)
Have a Return Policy	178	(1)
Encourage Participation While Reducing Reward and Fulfillment Costs	179	(1)
Review Vendors' Advantages and Disadvantages	179	(1)
Exit Plans	179	(2)
Point of Sale	181	(34)
Introduction: Promoting to the Well-Trained Consumer	181	(2)
Overview	183	(1)
Definition	184	(1)
Common Point-of-Sale Objectives by Tactic	185	(1)
Tactics Itemized	186	(7)
Promotional POS Programs	186	(1)
Loader	187	(1)
Near-Pack	188	(1)
Self-Shipper (and Set-Sells)	189	(1)
Cross-Merchandising	189	(1)
Account Specific	190	(1)
Spectacular (and Contest)	190	(1)
Merchandising Fixture	191	(1)
Merchandiser	192	(1)
Special Effects	192	(1)
Specialized Services	193	(1)
The Sheer Selling Power of Point-of-Sale Displays	193	(1)
Point-of-Sale Signage Strategies	194	(1)
Retail Zone Strategies and Attention Spans	195	(2)
Time Not on Your Side	197	(1)
Guidelines and Cautions	197	(3)
Special Effects	200	(4)
Motion	200	(2)
Sound	202	(1)
Lights	202	(1)
Lenticular	203	(1)
3D	203	(1)
Others	203	(1)
Display Loader Tips	204	(1)
Advertising Value of Point-of-Sale Signs	204	(1)
Assigning Point-of-Sale Values for Tie-in Prospects (and for You)	205	(2)
Selling In Your Display to Retailers	207	(1)
Glossary of POS Formats	208	(3)
Budgeting Considerations	211	(1)
Execution Checklist	212	(3)
Sampling	215	(24)
Introduction: Try It, You'll Like It	215	(2)
Overview	217	(1)
Definition	217	(1)
Common Sampling Objectives by Tactic and Delivery	218	(2)
Itemized Tactics	220	(7)
In-Store (or Lot)---Free Product Handout	220	(1)
In-Pack/On-Pack/Near-Pack Delivered	220	(1)
Coupon Delivered	220	(1)
Service-Delivered Offer	221	(1)
Direct Mail Delivered	222	(1)
Alternative Media-Delivered Samples	222	(1)
Door Delivered	223	(1)
Free Short-Term Trial Offer	223	(1)
Demonstrations	224	(1)
Referrals	225	(1)
Intercepts (Plus Guerrilla)	225	(1)
Venues	226	(1)
Events	227	(1)
Packaged Goods: Include Retailers	227	(1)
Guidelines and Cautions	228	(5)
Abbreviated Sample To-Do List	233	(1)
Booths	233	(1)
Budgeting	234	(3)
Evaluation	237	(2)
Properties and Events	239	(22)
Introduction: Making the Rent-or-Buy Decision	239	(2)
Overview	241	(1)
Definition	242	(1)
Common Licensing and Event Objectives by Tactic	242	(1)
Itemized Tactics	243	(4)
Product Placement	243	(1)
Product Affiliation	243	(1)
Licensed Premium Offer	244	(1)
Licensed Product Value	244	(1)
Event Tickets	245	(1)
Event Extensions	246	(1)
Event Events	246	(1)
Events	247	(1)
The Schmooze Factor	248	(1)
What Can You Do at an Event?	248	(1)
Define Your Definitions	249	(1)
Budgets and Bartering	250	(1)
Checklist	250	(4)
Event Promotion Extensions	254	(1)
Lower-Cost Alternatives	255	(1)
What Are ``Results''?	255	(1)
Movies, Music, Celebrities, Cartoon Characters	256	(5)
What's in It for Licensors?	256	(1)
Risky Business	257	(1)
Product Placement versus Product Involvement	257	(1)
Product Placement Companies	257	(4)
Premium Programs	261	(22)
Introduction: Adding Relevant Value to a Product or Service Offer	261	(3)
Overview	264	(1)
Definition	264	(1)
Common Premium Objectives by Tactic	264	(1)
Tactics Itemized	265	(5)
On-Pack/In-Pack	265	(1)
Premium Pack	266	(1)
Near-Pack	266	(1)
Self-Liquidator	266	(1)
Loader	267	(1)
Collect and Get	267	(1)
Loyalty	267	(1)
Free with Contract/Commitment/Account	267	(1)
Collectibles	267	(1)
Licensed Properties	268	(1)
Catalog	269	(1)
Tie-in	269	(1)
Sales Incentive	270	(1)
Premiums or Cash?	270	(1)
Shhh! Don't Say Loader with Liquor	271	(1)
Three Merchandise Types: Premiums, Ad Specialties, and Licensed Merchandise	271	(1)
Breakage and Slippage	272	(1)
Perceived versus Actual Value	272	(1)
Points versus Money	273	(1)
Order Forms	273	(4)
Budgeting	277	(2)
What Should a Profit Margin Be?	277	(1)
You Get What You Pay For	277	(1)
Shipping and Handling	277	(1)
Spoilage	278	(1)
Overseas versus Domestic Manufacturing	278	(1)
Employee Pilferage	278	(1)
Guidelines and Cautions	279	(1)
Checklist for Purchasing Premiums	280	(1)
Checklist for Sourcing Warehouses	281	(1)
Checklist for Fulfillment of Premiums	281	(1)
Finally, a Word on Behalf of Your Vendor	282	(1)
Tie-ins	283	(28)
Introduction: Tie-ins: It's a Matching Process	283	(3)
Overview	286	(1)
Definition	286	(1)
Common Tie-in Objectives by Tactic and Delivery	286	(2)
Tactics Itemized	288	(8)
Cousage	288	(1)
Coupons---Joint Drop	289	(1)
Co-refunds	289	(1)
Coupons/Refunds---On-Pack/In-Pack	290	(1)
Bundling	291	(1)
On-Pack	291	(1)
Near-Pack	291	(1)
Cross-Merchandising---Cross-Store	292	(1)
Vendor/Retailer Tie-in	292	(1)
Comarketing	293	(1)
Cobranding	294	(1)
Trade-Outs	294	(1)
Sponsorships	295	(1)
Co-op Programs	295	(1)
Finding and Negotiating with Partners	296	(2)
Can You Two Even Tie In?	296	(1)
Negotiating Advertising for Prizes or Rewards	296	(2)
Who's Bringing What to the Table?	298	(1)
Tie-in Partner Criteria and Checklist	299	(2)
The Basic Steps to a Tie-in	301	(4)
Partner Prospect Letter---Example 1 (Brief Intro)	302	(1)
Partner Prospect Letter---Example 2 (Harder Sell Than #1)	303	(1)
Partner Prospect Letter---Example 3	304	(1)
Guidelines and Cautions	305	(1)
Co-op Programs	306	(1)
Co-op Program Development Checklist	307	(1)
Co-op Glossary	308	(3)
Performance Programs	311	(30)
Introduction: Basic Principles of Measuring Sales Promotion Performance	311	(3)
Overview	314	(1)
Definition	314	(1)
Common Performance Objectives by Tactic	314	(1)
Tactics Itemized	315	(7)
Quota	315	(1)
Contest---Greatest Volume	316	(1)
Contest---Volume and Percentage Increase	316	(1)
Qualifying Sweepstakes	317	(1)
Strategic Performance	317	(1)
``Casino Night''	318	(1)
Customer Submission = Sales Entry	319	(1)
Group Competitions	320	(1)
Mystery Spotter (or Shopper)	320	(1)
Recognition	321	(1)
Considerations	322	(2)
Common Performance Objectives	322	(1)
Setting Up	322	(1)
The Feeding Chain	323	(1)
Winning Ways	324	(1)
Motivating Everyone	325	(1)
How Will You Verify Performance?	326	(1)
Rewarding Practices	327	(2)
Budgeting	329	(2)
Ballpark Allocations	329	(1)
Open-Ended and Close-Ended Budgets	330	(1)
Sweepstakes Add Topspin at Low Cost	331	(1)
Points Pay for Programs	331	(1)
Breakage	332	(1)
Tax Status	333	(1)
Safety, Tenure, Punctuality, and the Like	333	(1)
Scams and Flaws	333	(1)
Communication	334	(1)
Top-Line Communication Points	334	(1)
Complete Rules	335	(1)
Sell-in and Communication Process	336	(1)
Reports	337	(1)
Evaluation	338	(1)
Checklist	338	(3)
Trade Programs	341	(14)
Introduction: Wheeling and Trade Dealing	341	(3)
Overview	344	(1)
Definition	344	(1)
Common Trade Objectives by Tactic	344	(1)
Itemized Tactics	345	(3)
Slotting Program	345	(1)
Allowance Program	346	(1)
Account-Generated Program	346	(1)
Account-Specific Program	347	(1)
Comarketing Program	347	(1)
Co-op Program	347	(1)
Performance Incentive Program	348	(1)
Spending More Money or Spending More Wisely	348	(2)
Sample Trade Promotion Budgets	350	(1)
Allowances and Other Funds	350	(2)
Retailer Display Packages	352	(1)
Tricks of the Trade	353	(1)
Category Management	353	(2)
Glossary	355	(16)
Index	371