TOPIC 3 - ADVERTISING AND SALES PROMOTION

b. Trade-Oriented Promotions

5. Trade Shows

Trade show is a forum where manufacturers can display their
products to current and prospective buyers and a number of
promotional functions can be performed at trade show
including demonstrating products, identifying new prospects,
etc.

One of the examples of trade shows is MAHA trade show.

c. Sales Force Promotions

1. Sales Force Contest

Contest are useful sales promotional techniques for motivating a
sales force.

It can increase the motivation and productivity of a sales force
through an appeal to their competitive spirit.

Incentives usually take the form of cash prizes, merchandise, paid
vacation or special awards and recognition.

The purposes of sales force contest are to increase the level of
sales and profitability, promoting slow moving or seasonal items,
pushing new products, etc.

c. Sales Force Promotions

2. Company Sales Force/Dealers Sales Meetings

Sales meeting are used to continuously maintain a well-informed and
highly motivated sales force.

A company may use sales force meeting for the purposes of introducing
new products, communicating company policies and procedures,
explaining promotional campaign for the coming year, providing

information about recent competitive developments and increasing sales
force effectiveness.

Sales force meetings may occur at national, regional or local levels
depending on the particular objectives of the gathering, the costs and

frequency.

c. Sales Force Promotions

3. Sales Brochures

Sales brochures are useful when the product is available in a variety of
models, styles and color or has a number of optional features.

A brochure will often present a technical explanation of the product
function .

Manufacturers will provide sales force with a wide selection of materials,
such as catalogs, booklets and pamphlets.

Sales brochures serve as a way to be updated on new products, model
changes, style changes, etc.

c. Sales Force Promotions

4. Supportive Materials

Sales force needs supportive material to provide information to
customers during sales presentations.

It includes sales manuals, portfolio, models of the products and
samples.

The material is very useful because it contains both the products’
information and elements of a sales presentation.

Objectives of Sales Promotions

Objectives of Sales Promotions

Consumer Sales Promotion
• Increase short-term sales
• Help build long-term market share
• Encourage consumers try new products
• Encourage Repeat Purchase
• Helps the firm to remain competitive

Objectives of Sales Promotions

Trade Sales Promotion

• Persuade retailer to carry new items and higher levels of
inventory

• Encourage them to advertise the product
• Encourage stock of related items
• Off-set competitive promotion
• Encourage off-season buying

Objectives of Sales Promotions

Sales Force Sales Promotion

• Getting more sales force support current /new
products

• To increase motivation
• Encourage more prospecting
• Stimulate off-season sales

THANK YOU!