Introduction
RBNC designed this program basing on the marketing discipline that utilizes strategic motivational tactics to encourage a predetermined action(s) by sales, distribution, trade, end-user, and/or consumer target(s). But how should you plan your promotion? What strategies and tactics should you have to use? What are the advantages and disadvantages of each tactic?
How you will benefit
- Understand the importance of Promotional Marketing
- Identify the promotional objectives, strategies, and tactics
- How to build a Promotional Marketing plan
- Understand the advantages and disadvantages of each tactic in Promotional Marketing
Who should attend
Business Owners, CEOs, Business Development Directors, Sales & Marketing Directors, Business Managers
What you will cover
Module 1: Sweepstakes and Contests
Module 2: Coupons
Module 3: Discounts
Module 4: Continuity
Module 5: Point of Sale (POS) or Point of Purchase (POP)
Module 6: Sampling
Module 7: Properties and Events
Module 8: Premium Programs
Module 9: Tie-ins
Module 10: Trade Programs
Module 1: Sweepstakes and Contests
- A sweepstakes can be one of the most economical promotions because the prize cost is spread across all the non-winners.
- This module reviews the various types of sweepstakes, detailing each one's objectives, advantages, and disadvantages. It also outlines principles, applications, suggestions and cautions so your sweepstakes leaves nothing to chance
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Module 2: Coupons
- Coupons are discounts, but they achieve more specific benefits and control than does a broad-stroke price cut. Coupons can provide better accounting by limiting the quantities issued and forecasting redemptions. They can zero in on specific targets through print media. They can improve product distribution by tying in the retailer
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Module 3: Discounts
- Isn't discounting a self-defeating proposition? Why reduce your profit if your product's worth the price? Why encourage consumers to wait for discounts? The fact is that discounting is a complex and profitable business. You need to factor how much to discount your products, when, how, and perhaps most important, how to protect your brand's quality image
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Module 4: Continuity
- If there's anything better than a customer, it's a repeat customer. A good continuity program generates more sales from each customer. And loyal customers spend more.
- This module helps you evaluate and implement various programs to retain customers as well as to increase their purchases
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Module 5: Point of Sale (POS) or Point of Purchase (POP)
- A point of sales could be the internet, telemarketing channels, direct marketing, or telesales. However, POS traditionally refers to a physical territory where goods and services are bought on the spot-primarily retail
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Module 6: Sampling
- Sampling is top brand influencer, followed by word of mouth, coupons, and advertising. Sampling can be costly and labor intensive, but the return on investment in the form of more customers is your ultimate goal
- This module may seem less strategic than other modules, but it's objective is simple - get the product and consumer together
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Module 7: Properties and Events
- Licensed properties deliver the excitement and recognition your product or program may otherwise lack. Licensed properties are celebrities, events, leagues, entertainment packages, and the like that have their own intrinsic value, identity, and rights to their likenesses, which can be sold to marketers
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Module 8: Premium Programs
- This module overlaps with other modules because premiums are the promotional rewards other tactics offer. A premium program can be a continuity program, a sales incentive program, a display program, or other type of program. Premiums are also a discipline unto themselves, as you'll see in this module
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Module 9: Tie-ins
- Tie-ins allow marketers increase their sales more efficiently, effectively, and economically. They can stretch budgets and increase a promotion's results several ways.
- This module outlines the many forms of tie-ins, their advantages and drawbacks, and, most important, guidelines to help the partnering process proceed in an orderly fashion with open communication, clear objectives, and all the details covered
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Module 10: Trade Programs
- Trade programs in this module are business-to-business programs that allow manufacturers to secure additional services from the trade and the trade to secure additionally funds or marketing support from the manufacturers
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