(Source: Masterman & Wood, Innovative Marketing Communications, 2006, pg 75)
Definition: ‘Laspadakis (1999) sees sales promotion as a tool that can enhance a brand’s long-term interests.’
(Source: Masterman & Wood, Innovative Marketing Communications, 2006, pg 179)
‘Boone and Kurtz (2002) define it as a range of marketing activities that are not personal selling, advertising or publicity, but perform a similar role; that of enhancing consumer purchasing and distributor effectiveness.’
(Masterman & Wood, Innovative marketing communication (2006), pg 178)
Marketing objectives include:
-develop repeat sales
-develop sales of existing offers
-develop trail of existing products
-introduce new offers to current and new customers
-develop trail of new offers
-pre-empt and counteract promotions for new and existing, direct, indirect and substitute competitor offers.
-develop sales lead + create database information for offers
^ these are examples of customer sales promotional objectives. Other objectives could include trade sales and internal sales promotional objectives.
(Masterman & Wood, Innovative Marketing Communications, (2006), pg 180)
Examples of words used as sales promotions would be: WIN. FREE. SAVE!
Sherlock Holmes: A Game of Shadows
Sherlock Holmes franchise were not connected with the competitions, they simply gave free tickets to organisations where these organisations promoted the movie by giving people the opportunity to win these tickets through competition means. Some of the ways people can compete would be to join certain promotions, for example the above chance to win the premier ticket would only be applicable to people who have a 16-25 railcard. This is also means of targeting their target audience.
Movies tend to use the promotional word WIN when promoting their movies.
The above print screen shows that there are plenty of opportunities for people to win items, this includes cinema tickets, premier tickets, Sherlock Holmes merchandise among other things that may not be associated with the franchise.
This sales promotional technique of winning would attract people, especially the fans of the franchise. The chance to win a chance to win a premier ticket is especially attractive because people can’t simply buy these tickets, it provides something of a VIP experience because with premiers there tend to also have celebrities and red carpet treatment.
(I for one have been attracted to trying to win one of these tickets but for a different movie. I wasn’t as lucky to win a ticket but I did attend the premier being one of those screaming fans trying to get the autograph of one of the actors......guess what movie premier it was. I’ll give you a hint, has it something to do with vampires and this year is set to release its last movie in the franchise. ;p )
National Wedding Show
Similar to Sherlock Holmes, the National Wedding Show use the promotional word of WIN to attract people. If we were to compare the price of the items they would be winning it would be Sherlock Holmes prizes that are more rewarding. However getting something for free is still better than nothing. The tickets on the day cost approximately £20 but £16 if booked in advanced. People can simply buy the tickets themselves but if given the opportunity to win these tickets their consumers will still participate. Humans in general are attracted to the words associated with winning, free, limited etc.
As I had previously stated people can save roughly £20 if they win a ticket. However ‘SAVE’ is also used to attract people. Even saving a penny means something, penny’s do add up, I’ll give an out of context example, when in the high street there are £1 stores, 99p stores and even 98p stores, even if it simply a penny there is a reason why these stores have been opening and are more popular than regular stores that sell the same things but at a higher price. The simple conclusion is that people like free stuff and saving their money, given with today’s economy it’s not really surprising.
Finally this example is again a save technique but in this case the prize is bigger than simply winning a normal prized ticket. Consumers can buy these VIP tickets however the price is at £35, almost double the standard ticket.
What I have basically pointed out is that people are attracted to these promotional words and are definitely a sure way of attracting these people. Our mind have become accustomed to looking for the opportunities to save the money we have worked so hard for, and especially saving this money from being spent on leisure activities such as this.
This is really good especially as it is all self taught
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