Consumer Oriented Promotions

Methods of consumer-oriented promotion include price deals, coupons, contests and sweepstakes, refunds and rebates, premiums, bonus packs, sampling, specialty advertising, licensing, and loyalty/continuity programs.

Objectives of Consumer- Oriented Promotions Consumer-oriented promotions often focus on managing the transaction with the consumer or customer but sometimes are intended to have longer-term effects. Objectives include:

• Gain trial: Promotions such as coupons, deals, refunds or rebates, premiums, and contests can be effective in persuading the target customer to try your product or service.

• Accelerate purchase process: Promotions such as contests, premiums, and rebates can influence the consumer to buy now rather than postpone the purchase.

• Increase repurchase: The customer retention rate can be increased with coupons or with loyalty programs. Airlines have pioneered here with their frequent flyer programs.

• Increase usage: Customers can be persuaded to buy more of a product or service by offering volume discounts or bonuses.

• Build the brand: If promotions are chosen carefully, they can enhance the brand. Land Rover dealers sell a wide range of clothing, luggage, and other items that are identified as Land Rover and use the Land Rover brown and green color scheme. The items are chosen to reinforce the Land Rover brand image of ruggedness and adventure.

Continue reading here: Sales Objectives

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