Course: SLF 130 Marketing Practices for the Small Business

Unit 4 Reading

SubTabs

- Unit 4
- Table of Contents (Selected)
- Unit 4 Glossary (Selected)

SWOT Analysis and Environmental Scans Page_7

<p><span style="color: #800000; font-size: 18pt;"><strong>Sales Promotion</strong></span><strong> </strong>includes a wide variety of methods by which marketers persuade, differentiate, and motivate. Sales promotion is a “catch-all” category.</p><p><strong>SALES PROMOTIONS HAVE A PURPOSE</strong> – to create a positive response from customers.</p><p>Sales promotions should never be viewed as only “price reduction” activities. Businesses short-change themselves when they rely on discounted pricing as the only way to increase volume sales.</p><p>Sales promotion efforts might include:</p><ul><li>Attractive displays that create an emotional response. (Imagine a beautiful mound of fresh produce accompanied by a fine bottle of wine…this creates a sense of relaxation and well-being.)</li><li>A display that features a discounted price generates a sense of urgency and excitement. (This creates a “Buy NOW” response.)</li><li>Coupons and promotional sales that offer discounted prices.</li><li>Loyalty or rewards programs that encourage multiple or repeat sales. (Customers feel appreciated for their business.)</li><li>Memberships into “clubs” that offer special pricing or access to special deals.</li></ul><ul><li>Invitations to special events, such as food tastings, “kids eat free” nights, or other events not open to everyone.</li></ul><p> </p> |
 | <p><span style="color: #800000;"><strong>STOP AND REVIEW</strong></span></p><p><span style="color: #800000;"><strong>Sales promotion</strong></span> includes a wide array of activities. Price reductions are only one type of sales promotion. Small businesses should NOT rely on price reductions to generate business. “Special” events or memberships are very appropriate for small businesses.</p> |  |  |

<br /><p>On final category of promotion is <strong>GUERRILLA MARKETING.</strong> Guerrilla marketing encompasses low-cost, and most importantly, <strong>UNCONVENTIONAL</strong> ways to promote a business. Jay Levinson is considered to be the father of guerilla marketing and he offers a free newsletter to anyone that provides an email address. <a href="http://www.gmarketing.com">www.gmarketing.com</a></p><p>Some of the most dramatic guerrilla marketing campaigns ever executed have been for social causes. Edgy street art or dramatically dressed performance artists are examples of guerrilla marketing tactics.</p>