Encourage potential customers make a purchase or sale transaction is one of the goals the customer or consumer promotion campaigns. If the principal purpose of advertising to introduce and encourage the desire to try a brand, then the customer promotional activities intended to create and encourage a real transaction.
Advertising is known to be very strong in building the perception, bombarding the minds of customers or prospective customers with brand messages, including communicating the brand strengths.That's why advertisers need to understand well, the direct purpose of advertising is to create the effect of communication. Direct effects of advertising on sales should not be exaggerated, because advertising is a communication process which in turn will assist the Sales &.
For example, when the introduction of a brand is going well, then the task of the sales team will be much easier when the bid process or negotiation in progress.Did not know then do not love to be a saying that is right in drawing out the struggle of a brand in convincing potential buyers through advertising.
Introducing the brand, remember it, communicating the new physical attributes, repeating the slogan, visualize satisfaction, provides an overview of work processes, etc., are the brand messages that can be done through advertising.
However, after advertising, the various brand owners still need to conduct promotional activities more sharply, in which the main purpose is no longer merely introduced, but "asking" customers to buy.This activity is often referred to by the customer or consumer promotion campaign. This activity is done by offering extra benefits to customers, both loyal and new customers, so they are compelled to do the transaction.
The goals of these customers do promotion,
1) Improve the trial or trials,
2) Increase the average purchase frequency,
3) Make a bad competitor activity,
4) To encourage the purchase of packaging with a bigger size,
5) Increase the beliefs seller especially at the retail level,
6) To encourage the expansion of the distribution or provoke the emergence of new distributors, as well as
7) Prevent the movement or brand switching.
A person familiar with the customer can either various brands within a product category, and even use them interchangeably or is not loyal to one brand only.
This can occur when switching among brands is relatively safe or almost not at risk. Consumer behavior such as this could threaten the extension of a brand, because consumers could have been more loyal to one brand that is considered an advantage or benefit more.
For example, if the same price of a brand to give more content, so consumers will choose it. Consumers will consider if the brand provides attractive benefits, such as lottery coupons, discounts on subsequent purchases, or an extra pack.
Competition is extremely tight in many products, especially the categories of daily necessities, has created a variety of promotional tactics that are very diverse customers. Various customer promotional tactics that we know and have often used them;
1) Coupons,
2) Discount,
3) Rewards for purchasing a certain amount,
4) The purchase extra packs as sampling,
5) Consumer event, as well as
6) Refund or return on cash.
Each tactic above has its own strengths and weaknesses, and should be chosen based on the needs of each brand.The seller will usually be helpful and happy customers if the period has arrived, especially during the season of purchase or sale of relatively moderate decline.
The shops will be interested to collect stock or order more if the customer is considered an effective campaign to create more sales (selling out).
When does the promotion customers into brand communication activities that are considered important? The marketers decided to conduct a campaign when customers;
1) a new brand was launched,
2) Brand relaunched.
3) inter-brand competition tend to be tight and to increase,
4) Brand perceived price sensitive,
5) stem the emigration of consumers to a new product, as well as
6) When the brand introduces an entirely new content.
Conversely, if your brand is very dominant, almost without a competitor, and does not include categories that are sensitive to price, the customer promotions are considered to be ineffective.
For each customer promotional activity you do, then the role of the media is still needed. The media here is needed as an intermediary for customer promotional messages and can be done by selecting the bottom-line media (below the line media), such as brochures, posters, direct mail or through the media line up (above the line media), such as newspapers, magazines, radio, and online. Promotion of customers is one way to encourage sales to consider, especially when sales are experiencing problems or brand gets intense pressure from competitors.
