Sales promotion in marketing - these are all measures and activities that, by their activity, should contribute to increasing sales and attracting more customers. It should be noted that such measures are aimed not only at the end customer, but also at the one who is involved in the promotion of a product. Sales promotion in marketing pursues slightly different goals, depending on who they are specifically designed for: sales representatives or the end user. In the second case, the main task is to attract as many buyers as possible, as well as increase the number of goods that will be bought by one consumer. If we talk about the stimulation of sellers, then it consists in attracting more sales representatives to promote the old and launch a new product on sale, as well as increasing the assortment and quantity of goods in one outlet.
Forms of sales promotion can conditionally be divided into two categories: “hard” and “soft”.
"Hard" sales promotion in marketing
Due to the great competition, it is quite difficult to sell any product. The buyer is used to trusting either products of those brands that have already been successfully tested, or one that has been well-advertised. For these purposes, “hard” stimulation was developed in marketing, that is, one that in a short period of time will help to convince the consumer of the need to make the purchase of this particular product. And it is most convenient to do this through various discounts, sales (price incentives), as well as the issuance of additional goods, provided that the purchase is made (in-kind incentives). Based on observations, it becomes obvious that such measures are really quite effective. Working on the principle of psychological impact on the buyer, they bring good income to manufacturers. When a consumer sees a discounted product on a shelf or a product that comes with the same one, only half cheaper or completely free, then the desire to buy this product is mechanically triggered based on tangible benefits.
As a rule, “hard stimulation” is temporary, as it is carried out in a short time. Frequent use of it is extremely undesirable. For example, if discounts or various promotions are often held on a particular product, the buyer may doubt the quality of the product. The temporality of such incentives is also associated with certain costs of producers, without which it is impossible to do without.
Soft Sales Promotion in Marketing
This refers to such means as active stimulation, going to some extent in the form of gameplay. For example, various contests and lotteries are effective in the implementation of a product. This is also a kind of psychological impact on the buyer. Upon learning that having bought chips, you can take part in the drawing of household appliances, he will definitely make a purchase and try his luck.
The “soft” forms of sales promotion also include a bright and attractive packaging design, the distribution of compulsory gifts, and a refund if the purchased goods have not justified their qualities.
Sales promotion is a responsible task for every marketer. It is important not only to be able to use the forms and methods of incentives described above, but also to clearly understand what kind of product you are working with and to whom it may be most useful. The job of a marketer is often to communicate with potential customers, so you need to be able to put the conversation on the right and turn it toward making a purchase so that the client does not feel the imposition of the products on offer.