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.) Sales promotions are non-personal promotional efforts that are designed to have an immediate impact on sales. Media and non-media marketing communications are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include: contests, points of purchase displays, free travel, such as free flights.
Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). en.wikipedia.org/wiki/Sales promotion
Sales promotion is a tool designed to stimulate interest and build awareness of a companies products or services, enhance their image to their target audience, and result in increased sales and revenue. The promotional strategy may be short-term, but the goal is for the long-term benefit and longevity of the company or manufacturer.
Sales promotion techniques can range from commercials on television or radio, in print form such as brochures, newspapers or magazines and may offer free giveaways, opportunities, competitions and incentives. Examples of this are “buy one, get one free”, “50% off the second pair”, free product sampling, discount vouchers, and reward schemes such as Flybuys and Frequent Flyer Points.
Tuesday, October 23, 2007
Sharene Macdonald
Sharene Macdonald
Hermes is a European designer label. It targets its fashion at the affluent consumer and high society.
This designer aims is to promote its image as upmarket, exclusive and unique. Hermes strategy is to remain strongly competitive and uphold its reputation in the elite-end of the fashion industry.
To sustain its objectives, Hermes must carefully plan and execute its seasonal promotional campaign to its target audience. A technique Hermes has chosen was direct mail, producing a glossy and sophisticated quality brochure displaying a range of distinctive and attractive scarves. The brochure demonstrates the many ways this accessory can be worn and it reflects the elegance and grace of the label’s image.
The mail list is usually compiled by retaining the addresses of past customers on store databases. Hermes has seen the value of personally addressing their brochure to make the recipient feel “special” and important.
Hermes would need to use other techniques of promoting their products in addition to direct mail to increase their customer base and achieve sales targets. Direct mail has been used in their promotional plan as it has been a successful method for them. It serves as introducing the new line of fashion to customers who have previously purchased or shown interest in the designer’s range.
This designer aims is to promote its image as upmarket, exclusive and unique. Hermes strategy is to remain strongly competitive and uphold its reputation in the elite-end of the fashion industry.
To sustain its objectives, Hermes must carefully plan and execute its seasonal promotional campaign to its target audience. A technique Hermes has chosen was direct mail, producing a glossy and sophisticated quality brochure displaying a range of distinctive and attractive scarves. The brochure demonstrates the many ways this accessory can be worn and it reflects the elegance and grace of the label’s image.
The mail list is usually compiled by retaining the addresses of past customers on store databases. Hermes has seen the value of personally addressing their brochure to make the recipient feel “special” and important.
Hermes would need to use other techniques of promoting their products in addition to direct mail to increase their customer base and achieve sales targets. Direct mail has been used in their promotional plan as it has been a successful method for them. It serves as introducing the new line of fashion to customers who have previously purchased or shown interest in the designer’s range.
Sunday, October 21, 2007
carolyn pettis
Hermes is a designer French label, expensive in price and has a designer reputation to withhold. It is positioned at the wealthier sector of society.
An objective of Hermes in its promotional plan would be to sustain its reputation and image in its target market. Hermes is a distinctive and exclusive brand, no promotional or publicity plan should detract from their “exclusive” image.
The annual promotional plan of the Hermes scarf catalogue was aimed at reaching its target market and was done so by a direct mail piece to previous Hermes customers. The direct mail piece I believe is successful in the sense that it reached out to purchasers of the product. The catalogue was a reminder of the brand to these people and that it now has a new range. The receivers of the mail piece were to feel exclusive and significant for receiving the catalogue…a special Hermes club feeling.
The direct mail piece should only be one element of the promotional plan. It was a successful promotional tool to reach people who had purchased Hermes products before. The plan would need to include other ways to extensively reach a wider section of the target market.
This media option would have been chosen by Hermes as it was a sure bet that the people who received the direct mail piece would be interested in receiving information on the new range, as they had previously purchased Hermes products or scarves before.
An objective of Hermes in its promotional plan would be to sustain its reputation and image in its target market. Hermes is a distinctive and exclusive brand, no promotional or publicity plan should detract from their “exclusive” image.
The annual promotional plan of the Hermes scarf catalogue was aimed at reaching its target market and was done so by a direct mail piece to previous Hermes customers. The direct mail piece I believe is successful in the sense that it reached out to purchasers of the product. The catalogue was a reminder of the brand to these people and that it now has a new range. The receivers of the mail piece were to feel exclusive and significant for receiving the catalogue…a special Hermes club feeling.
The direct mail piece should only be one element of the promotional plan. It was a successful promotional tool to reach people who had purchased Hermes products before. The plan would need to include other ways to extensively reach a wider section of the target market.
This media option would have been chosen by Hermes as it was a sure bet that the people who received the direct mail piece would be interested in receiving information on the new range, as they had previously purchased Hermes products or scarves before.
carolyn pettis
Sales promotion is s series of activities and materials used to create sales of goods and services.
Reference:- www.frederiksamuel.com/blog/ad-dictionary/
Sales promotions are used for all goods and services, from everyday commodities such as milk and bread to high brow and more expensive products like plasma TV’s and sports cars.
A company promotes a service or product through a number of avenues. Sales promotions can be in the form of TV and radio advertising, free offers, outdoor or billboard advertising. Sales promotions are an effective way to advertise or promote a product or service. If a well structured public relations campaign supports the sales promotion, it’s likeliness to be successful is greatly enhanced.
A few examples of sales promotions include buy one get one free offers, buy two pairs of shoes and receive the second pair for half the price, loyalty programs ie: Flybuys.
Reference:- www.frederiksamuel.com/blog/ad-dictionary/
Sales promotions are used for all goods and services, from everyday commodities such as milk and bread to high brow and more expensive products like plasma TV’s and sports cars.
A company promotes a service or product through a number of avenues. Sales promotions can be in the form of TV and radio advertising, free offers, outdoor or billboard advertising. Sales promotions are an effective way to advertise or promote a product or service. If a well structured public relations campaign supports the sales promotion, it’s likeliness to be successful is greatly enhanced.
A few examples of sales promotions include buy one get one free offers, buy two pairs of shoes and receive the second pair for half the price, loyalty programs ie: Flybuys.
Lauren Zammit
Hermes is a product that sits in the high-end of the fashion world, which is a highly competitive market. The promotional campaign that Hermes implements every season requires individuality and strategy. However the most important factor that needs to be addressed is enticing customers to feel important enough to be included in the exclusivity of the brand.
Hermes linked their theme of dance with the direct mail and the launch with the Australian Ballet and the connection serves to create ‘hype’. The Hermes scarves are their most popular but attainable product and the direct mail invites people to be a part of a high-end fashion label.
The promotional campaign would have included a range of different methods however direct mail has been used to hone in on customers on a more personal level. Emails and text messages don’t hold any personal value however receiving a letter in the mail entices customers to believe that they are worth their time. Although direct mail is expensive to produce and distribute, Hermes has used it to their advantage. Hermes has linked the beautifully designed catalogue and envelope to the high quality and much needed fashion accessory of a Hermes scarf.
Hermes linked their theme of dance with the direct mail and the launch with the Australian Ballet and the connection serves to create ‘hype’. The Hermes scarves are their most popular but attainable product and the direct mail invites people to be a part of a high-end fashion label.
The promotional campaign would have included a range of different methods however direct mail has been used to hone in on customers on a more personal level. Emails and text messages don’t hold any personal value however receiving a letter in the mail entices customers to believe that they are worth their time. Although direct mail is expensive to produce and distribute, Hermes has used it to their advantage. Hermes has linked the beautifully designed catalogue and envelope to the high quality and much needed fashion accessory of a Hermes scarf.
Saturday, October 13, 2007
Sales promotion
Define sales promotion and cite the reference for your definition. Giving at least one example, explain
1 its relationship to PR
2 the main reason it (as a media option) is used.
100 words
1 its relationship to PR
2 the main reason it (as a media option) is used.
100 words
Friday, October 12, 2007
Direct mail
Hermes. Post a 100 word comment outlining your understanding of the positioning, objectives and place in an annual promotion plan of the Hermes scarf catalogue discussed in class. Also, why do you think this media option was chosen by Hermes?
Wednesday, October 10, 2007
Case study dates
The case studies will be presented in the first hour of class (so from 10am)on the following dates:
October 15 - 2 case studies - direct mail and sales promotion
November 5 - trade shows
November 12 - social media
November 19 - 2 case studies - stunts and integrated marketing communication (IMC)
You will be expected to contribute to the class discussion and then post your response to the blog comment I write after each class. You will have seven days to comment.
October 15 - 2 case studies - direct mail and sales promotion
November 5 - trade shows
November 12 - social media
November 19 - 2 case studies - stunts and integrated marketing communication (IMC)
You will be expected to contribute to the class discussion and then post your response to the blog comment I write after each class. You will have seven days to comment.
Welcome, your assignment details are below
The case study topics are
direct mail
sales promotion
social media
trade shows
stunts
integrated marketing communication.
All relate to the umbrella term 'below the line' promotion. Each week we will look at a case study that demonstrates the use of one of the 'media options' and you will be required to post on this blog sometime during the week following the case study presentation your responses to the case study we have discussed.
Guidelines for your posts will be published here after each class each week.
Your responses to all six case studies will be worth 20% of your mark for Evaluate and recommend 'below the line' media options.
Any questions, leave a comment on this blog and I will respond.
direct mail
sales promotion
social media
trade shows
stunts
integrated marketing communication.
All relate to the umbrella term 'below the line' promotion. Each week we will look at a case study that demonstrates the use of one of the 'media options' and you will be required to post on this blog sometime during the week following the case study presentation your responses to the case study we have discussed.
Guidelines for your posts will be published here after each class each week.
Your responses to all six case studies will be worth 20% of your mark for Evaluate and recommend 'below the line' media options.
Any questions, leave a comment on this blog and I will respond.
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