“An activity designed to boost the sales of a product or service. It may include an advertising campaign, increased PR activity, a free-sample campaign, offering free gifts or trading stamps, arranging demonstrations or exhibitions, setting up competitions with attractive prizes, temporary price reductions, door-to-door calling, telemarketing, personal letters on other methods”.
• The ultimate consumer (a “pull strategy” encouraging purchase)
• The distribution channel (a “push strategy” encouraging the channels to stock the product). This is usually known as “selling into the trade”
Types of sale promotions can include -
- Price promotions
- Coupons
- Gifts with purchases
- Competitions and prizes
- Money refunds
- Incentives
- POS displays
http://tutor2u.net/business/marketing/promotion_sales_promotion.asp
When looking at the McFly tour and London Fashion Weekend, the one that stood out with sales promotions the most of the two events would have to be London Fashion Weekend. There were so many different promotions that they were trying to offer to the public especially throughout their website and social networking websites.
With McFLY there are no sales promotions at all for this event, all tickets are priced the same for all ages. As the venues they are playing at are only small, there is no need for different priced tickets depending on the view. There are competitons that can be entered that the sponsorship have set up where fans of McFly are able to win tickets for the concert, meet and greets where they can actually meet the boys and lastly signed t-shirts.
On the other hand, London Fashion Weekend were able to offer different packages which people can purchase which offer a day full of different events. This is known as the corporate hospitality and VIP package. There are only a certain amount of these which are released so when the customer actually has one it makes them feel more special and loyal to the company.
Vodafone are able to offer their own package which is also suitable, and in bold it is made clear that their will be discounted premium brands
London Fashion Weekend also offer many other packages that customers are able to buy before the day of the event. The prices change depending on what the customer actually wants. If they just want a day out where they can go shopping then the price is going to obviously be the cheapest. But if they want everything included in the package then it can be upto nearly £37. If none of these packages appeal to the customers then they can always go with the platinum package where the chambord platinum lounge is offered.On the London Fashion Weekend website there is a link called 'treats' these are the latest prize draws that people are able to enter where they can win products to use on the day of the event. The current draw is that if a ticket is booked between the 20th and 27th January 2012 you are instantly entered into a competiton to win vouchers upto £30 from the shopping line 'Kristina goes West'.
When visiting the official Facebook page for London Fashion Weekend, I found various links that had been posted about sale promotions for the date of the event. These included getting 60% off certain clothes ranges and also the chance to book yourself in for a style makeover getting 15% off of a style consultation. Without liking the Facebook page, these links would be hard to find. Therefore this is a way to get loyal customers involved by offering them sale promotions.
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