The Promotional Marketer
Nearly half of Britain's leading companies are spending more of their marketing budget on Sales Promotion (or Promotional Marketing) than they did last year. This seems to show a shift from the old myth that promotions offer nothing more exciting than money-off coupons and '2 for the price of 1' offers.
So, as the great multinationals have started to use sales promotion as a key driver in the marketing mix, how can smaller and newer businesses also benefit from using promotional activity?
According to the Institute of Sales Promotion (ISP), sales promotion comprises a range of tactical marketing techniques, designed within a strategic marketing framework, to add value to a product or service to achieve specific sales and marketing objectives.
Put simply, sales promotion is a means of achieving marketing objectives by offering additional value in the short-term. This may be value, e.g. a free product; goods, eg. a branded gift or prizes; or other intangible benefit, such as a link with a charity.
Having started her career in PR, Beverley Le Cuirot then moved to a Promotional Marketing post with Cato Johnson, part of the Young & Rubicam Group; and then to IMP, once the UK's largest sales promotion agency. Having cut her teeth in Promotional Marketing, she then moved to Wunderman, still one of the most successful Direct Marketing agencies of all time.
- If you feel we have the right Promotional Marketing experience ...
- Call us now to discuss how our Promotional Marketer Package can help your Business
- +44 (0) 1534 858 556 / +44 (0) 7797 727 209
- Or email info@immediateimpact.je
PS: Have your seen our range of Promotional & Direct Marketing books in the Immediate Impact Resource Centre? Why not browse now?
