Sales Promotions Are a Good Idea but Can Have Sting in the Tail

Sunshine Coast Daily (Maroochydore, Australia), September 27, 2011 | Go to article overview

Sales Promotions Are a Good Idea but Can Have Sting in the Tail


THIS time of the year households are bombarded with sales, special offers, discounts, promotions, giveaways and bonus packs. It can be quite overwhelming for customers and for businesses, getting the attention of a customer may seem almost impossible. While sales promotions may appear to be a relatively straightforward sales mechanism for businesses, they are not free of pitfalls.

Sales promotion is a broader term used to describe a number of techniques, such as trade shows, point-of-purchase displays, samples, contests, discounts and deals. Sales promotions essentially are designed to provide customers with an incentive to buy within a specified time frame.

They are commonly used to generate awareness about a product or service and businesses can use sales promotions to short-cut the buyer decision process by moving people from an interest in a product to an actual purchase quicker. Sales promotions seek to create time pressure or a sense of urgency about the purchase; hence, the reason sales are limited to a certain number of days or even length of time. …

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