Contests, sweepstakes, andgamesgive consumers the chance to win something, such as cash, trips, orgoods, by luck or through extra effort.Event marketing (or event sponsorships):Creating a brand-marketing event or serving as a sole or participating sponsor of events created by others- the events may include anything from mobile brand tours to festivals, reunions, marathons, concerts, or other sponsored gatherings. Event marketing is huge, and it may be the fastest-growing area of promotion, especially in tough economic times.Trade promotionsSales promotion tools used to persuade resellers to carry a brand, give it shelf space,promote it in advertising, and push it to consumers.Business promotions:Sales promotion tools used to generate business leads, stimulate purchases, reward customers, and motivate salespeople.Two additional majorbusiness promotion tools are: conventionsand trade shows, and sales contests.Many companies and trade associations organize conventions and trade shows to promote their products. Firms selling to the industry show their products at the trade show. Vendors receive many benefits, such as opportunities to find new sales leads, contact customers, introduce new products, meet new customers, sell more to present customers, and educate customers with publications and audiovisual materials.A sales contestis a contest for salespeople or dealers to motivate them to increase their sales performance over a given period. Sales contests motivate and recognize good company performers, who may receive trips, cash prizes, or other gifts.
Sales contests work best when they are tied to measurable and achievable sales objectives (such as finding new accounts, reviving old accounts, or increasing account profitability).In designing the full sales promotion program- first, they must determine the sizeof the incentive; the marketer also must set conditions for participation. Incentives may be offered to everyone or only to select groupsMarketers must determine how to promoteand distributethe promotion program itself.The lengthof the promotion is also important. If the sales promotion period is too short, many prospects (who may not be buying during that time) will miss itEvaluation is also very important. Many companies fail to evaluate their sales promotion programs, andothers evaluate them only superficiallyLesson 13: Chapter 17 – Direct Marketing & Online MarketingWith the trend toward narrower targeting and the surge in digital technology, many companies are adopting direct marketing, either as a primary marketing approach, as in Amazon’s case, or as a supplement to other approaches.Direct marketing:Connecting directly with carefully targeted segments or individual consumers, often on a one-to-one, interactive basis.
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