Methods of Sales Promotion at the Consumer’s Level

There is a wide range of sales promotion tools available to a firm. These can be undertaken with various objectives at three levels, namely the level of the dealer, the level of consumer and the salesmen’s level. Here the consumer level method converses below:

Sales promotion at the consumer’s level

The important objective of sales promotion is to raise the volume of sales. The following consumer promotion methods are commonly used.

1. Samples

One way of promoting a product is to distribute three samples. They are made available in smaller than the regular package size. It is an effective way to promote the new and different product. The sample can be supplied from one place to another place, sent in the mail picked up in a store, or can be attached to an additional product. On problem of sampling is the cost.

2. Coupons

These are some kind of printed certificates. A less than the original price several magazines publish such coupons to tempt the reader to subscribe. Coupons encourage sales planning of a developed brand or may induce an early sample of a new brand.

3. Price-off

with this technique, goods are offered at a reduced price. A clearance sale or a reduction sale is an example. Sometimes, the amount of a reduction in printed on the pack itself with is called price pack.

4. Premiums

These are items offered free or at a low cost as a reward for buying a product. These may keep customers loyal and reinforce the product. The offer of a free bucket with some packs of detergent powder is an example.

5. Contests

Contests offer the chance to win trips, cash, or merchandise as a resulting of purchasing and participating in the public contest. The contest calls for customers to submit an entry and participate. The results are declared by a panel of judges who will select the accurate entries. The contest may be arranged separately for consumers and middlemen.

6. Demonstrations

It means that goods or services are shown in action. Demonstrations help to convince the consumers of the reliability of the product. The producers of technical and electronic goods have arranged free demonstrations of the products at the retail outlets.

7. Show and exhibitions

Many manufacturers co-sponsor exhibitions for consumers these are more elaborate and particularly useful in promoting new products or innovations and commercialization of the product. An auto show, sporting goods show, art exhibitions are examples.

8. Point of purchase displays 

Many signs and posters are displayed at the point of purchase or sale. In-store displays can serve as a silent force. Stanton says these display can buying. And provide useful information in signs.

9. Free trials

It is to invite potential customers to try the product without any cost in the hope that they will purchase the product.

10. Cross promotions

It involves using one brand to advertise another noncompetitive brand.

11. Product warranties

It is explicit or implicit premises by sellers that the product will perform as specified or the sellers will refund the customers money.

12. Advertising specialties

It includes low-priced items given by producers or middleman with the company’s name on them. Examples include rulers, pens, calendars, ashtrays, caps, key rings, and paperweights.

13. Bonus

Consumers receive discounts for purchasing in quantity.

14. Gifts

Consumers are given gifts for making a purchase or opening a new account. Existing customers are given gifts for mentioning their friends to the company.