The Challenge of Sales Promotion
The challenge of all marketers is to influence and modify consumers perception, familiarity and trust towards a product or service, with the objective of gaining new and repeat customers.
A good way to explain how Sales Promotion works is to consider your own buying patterns.
Where do you shop, what do you buy ... and what services do you prefer to use on a regular basis?
If you are the same as most Australian Consumers, you probably have a favourite grocery store and your cupboards are filled from week to week with products that you are familiar with, and buy often.
You are also likely to shop at familiar clothing and/or department stores, and have a favoured hair dresser, beautician or doctor, that you are not too comfortable to change on a regular basis!
Relationship Marketing
Sales Promotion is very much a social science, that takes into consideration that most humans are fundamentally creatures of habit. A well understood factor in the world of Sales Promotion this phenomenon is known in consumer behaviour terms as "Repetitive Purchasing Patterns".
The majority of people will take a new product or service into their lives as a result of the following dynamics:
a. Introduction b. Perception c. Familiarity d. Trust
The Three Times Philosophy
It is considered that if a consumer is exposed to a product or service three times, they will have gained enough familiarity to trial a product or service.
It is further considered that if a consumer buys a product or service three times, they will integrate the concept into their regular buying habits.
Walking Talking Billposters
Promotion Staff are the way you take your product to the public and get them listening and talking about your product or service.
How well our people perform, is how well you (or we) plan the promotional program. If you can buzz up your promotional team, that sense of fun and enthusiasm will pay big dividends to your bottom line.