This type of BTL communications is aimed at stimulating sales in limited periods of time by encouraging consumers to make immediate purchases through trial samples, discounts, additional accessories or participation in sweepstakes.
Sales promotion
Source: shutterstock.com
There are two channels for this type of communication:
Impact on trading partners
This type of promotional event is usa student data package aimed at stimulating the activities of wholesale and retail partners with whom the company cooperates. The company provides its colleagues with various benefits in exchange for achieving a certain sales volume. For example, discounts on goods, flexible payment or credit terms, various prizes. In addition, the company can take on the costs of displaying goods, providing demonstration materials and samples, as well as trade equipment.
Consumer stimulation
Promotional events are held directly at points of sale, including online stores, where various incentives are offered for purchases, such as discounts, coupons, free samples, gifts, additional services or accessories, participation in competitions, lotteries, etc.
Typically, such marketing communications are aimed at stimulating unplanned impulse purchases, as well as attracting people who are not loyal to a particular brand and easily switch between different brands.
Direct marketing
Previously, direct marketing was considered one of the least popular and rarely used types of marketing communications. However, with the development of Internet technologies, this method has received a new impetus. The main task is to use information about the preferences and interests of each individual buyer to form offers of goods or services.
Offering customers loyalty cards is a classic technique. However, the most successful companies use them for more than just offering discounts for each purchase. It is also an effective way to collect information about the products a person buys. You can also find out the frequency of purchases, since the loyalty card makes it easy to identify the customer and track all their transactions. In this way, the company can offer personalized offers, which helps increase sales.
Direct marketing
Source: shutterstock.com
In the online sphere, the process of collecting data about users becomes even more diverse, since technologies make it possible to track not only the fact of purchase, but also the products that have aroused interest among potential customers.
Direct marketing uses various communication channels to deliver personalized offers:
personal consultations and sales;
telemarketing technologies (phone calls, SMS, instant messages, email);
personal account or mobile application.
Modern marketing communications have long been used in isolation. To achieve maximum effectiveness in promotion, companies strive to use their entire arsenal. But this must be done wisely, avoiding excessive imposition of information on consumers. The main task is to use those communications that will most quickly lead a specific consumer to making a purchase.