Measures (Techniques) of Sales Promotion

The measures or techniques of sales promotion are the actual devices a firm uses to carry out its promotional objectives. They are conveniently grouped by the target at which they are aimed — the consumer, the dealer, or the firm's own salesmen.

A. Consumer-promotion measures

• Free samples. Small quantities of a product given free so that a buyer may try it — a common way of launching a new item (for example, a sachet of a new shampoo).
• Coupons. Certificates that entitle the holder to a stated saving on the purchase of a product; they encourage trial and repeat buying.
• Price-off offers (discounts). A temporary cut in the marked price — "₹20 off" — that gives an immediate saving and lifts sales quickly.
• Premium (gift) offers. A free or low-priced article offered with the product, either inside the pack, attached to it, or sent on proof of purchase.
• Quantity deals / bonus packs. "Buy two, get one free" or "20% extra" — extra quantity at the same price.
• Contests and prize competitions. The buyer answers a simple question or completes a slogan for a chance to win a prize, drawing attention and building interest.
• Lucky draws and free gifts. Entry into a draw on the purchase of the product.
• Money-back guarantee. A promise to return the price if the buyer is not satisfied, which reduces the risk felt in trying a new product.
• Fairs and exhibitions. Trade fairs and exhibitions where products are displayed, demonstrated and sold, and orders are booked.
• Point-of-purchase (POP) displays. Attractive displays, posters and stands placed at the shop where the buyer actually decides — the counter or checkout.
• After-sales service and free demonstration. Free installation, demonstration or servicing that reassures and attracts buyers of durable goods.

B. Dealer-promotion measures

• Trade discounts and special allowances to wholesalers and retailers.
• Display allowances paid to a dealer for giving the product prominent shelf or window space.
• Free goods and quantity discounts on bulk purchases.
• Dealer contests rewarding the dealers who sell the most.
• Dealer conferences and training to inform and enthuse the trade.

C. Sales-force-promotion measures

• Sales contests among salesmen with prizes for the highest sellers.
• Bonuses and incentives for meeting or exceeding targets.
• Sales conventions and conferences to train and motivate the sales team. …