Sales Promotions

CONSUMER-ORIENTED PROMOTIONS:

Ho-Chunk Gaming Casino’s “$1,000,000 Ho-Chunk Summer” promotion offers casino players a chance to win their share of the million dollars. The winner is selected at random from those individuals that play on a “hot seat” slot machine. I would consider this sales promotion to be very effective due to the amount of money being offered and the fact that customers have to play in order to have a chance to win.

              Crossroads County Market coupons are given out each week for the end of April and throughout the month of May. I would not consider this type of sales promotion to be effective due to the fact that these coupons were sent to my household in the form of a booklet and all the coupons offered can only be redeemed at a particular week in the month. This would not be an issue; however, I do most of my shopping Stevens Point and hardly go to Wausau for my grocery shopping. The fact that I can only redeem these coupons at a Crossroads County Market limits my ability to use this coupon. The Crossroads County Market in Stevens Point has been renamed “Trig’s County Market” and would not be valid at the location. I would consider using this coupon to be inconvenient and as a result ineffective.

TRADE-ORIENTED PROMOTIONS:

This Point of Purchase display for music is electronic operated and consumers can make a selection of which CD album they would like to hear a sample track available. This POP display is an effective sales promotion as the customer is able to sample the music before they decide to purchase it.

 

            Every Day Low Pricing (EDLP) is used to sell customers regularly low priced products to retailers. Although this strategy has been effectively implemented throughout Wal-Mart stores, this strategy may not be effective for marketers trying to build market share or spike up sales that are falling behind.

Corporate Blogs

General Motors

Site Address: http://fastlane.gmblogs.com/

The GM Fastlane Blog is used to discuss GM’s products and the design choices they are currently creating. The blog offers the company a way to express to its customers the latest designs and products, while at the same time keeping viewers coming back to visit the site.

Customers not only get the latest information on what GM is designing but they even get some perspective on “hot button issues” like alternative energy.

Adobe

Site Address: http://blogs.adobe.com/

The purpose of the Adobe Blog is to promote Adobe products and inform customers about the Adobe products and its services. The Adobe Blog allows employees to blog about not only the Adobe products, but also about other pieces of information that customers would find useful. The blog provides customers with “tutorials, advice, reviews” and other information to better inform their customers about Adobe and other similar products.

Direct Marketing

            Although this is not a recent piece, I still feel this is a good example of direct marketing. This is an image of the semiannual Rightstuf, Inc. catalog that is sent out to consumers that shop online at Rightstuf.com. Rightstuf.com is an online anime super store that carries a wide range of anime merchandise. This form of direct marketing did capture my attention due to my specific interest in anime products. This catalog did reach me as a consumer because I continue to shop at the online store.

            Rightstuf selectively sends out its quarterly catalog only to consumers that enroll into the sites membership program. Consumers are likely to sign up for the program to receive discounts on items from the Web site. If a consumer does not sign up, the company simply does not send him/her a catalog, saving the company time and money.

Outdoor Advertising

I believe that outdoor advertising has seen an increase in expenditures as it is the most accessible form of advertising that a company’s target market can be exposed to. Also, this type of advertising method has experienced the most significant change due to advertiser creativity. From mobile billboards, to street furniture, to transit advertising at train or subway stations or platforms and airline terminals.

Some factors that could have led to outdoor advertising growth include changes in technology, society, and rising costs of television advertising. The advancements in technology have created new forms of transportation, along with new forms of advertisement, for example the use of electronic billboards. Another factor could be changing female role in society. The increased number of women in the work force, as they can be reached on their way to work more easily than at home. The ad on the right has an image of a woman promoting an upcoming event. This ad is targeting the female audience and reflects the changing society that it has gone through in regards to women’s roles as I mentioned earlier.

The rising cost of TV advertising has forced advertisers to get creative and find other forms of advertisement that are less expensive such as the use of outdoor media. Take for example this outdoor display that a local trucking company is using to promote its company. By placing the larger machinery products along the side of the entrance to the highway, the lineup of machinery is gaining the attention of potential customers that pass by it.



Even advertising agencies are advertising to their target market.



Prevention® Magazine

            The consumer magazine I chose was Prevention®. It is directed toward women in their late 20’s early 50’s. The target market is geared toward a healthy lifestyle and, like the title of the magazine, prevention of illnesses and promotion of one’s well being is important to this particular target market, not to mention beauty, weight-loss, and several other topics.

            I want to say that at least 50 percent, if not more, of the magazine’s pages are devoted to advertising versus the actual editorial content. I feel that clutter could be a problem in this particular magazine. As I was flipping through the pages, I swear I could see one, even two, ad(s) on every other page of the magazine. When I was looking for the actual content of the magazine, I couldn’t tell if it was the content or simply an ad on the page.

            The majority of the ads advertised cosmetics, wrinkle-free or removal products, dental hygiene, health and fitness products (like toothpaste, multivitamins, etc.), weight-loss products, pharmaceutical products, and even laundry products. I believe that the advertisers are attracted to this particular publication due to the popularity it has or may have with the target market the advertisers are trying to reach.

            If the editorial staff that creates the magazine is seen as knowledgeable and credible by the particular audience, as is the case, then the target audience is more likely to accept the advertisements and even see the ads as reliable products and services to purchase and use.

            Prevention® has several media vehicles. It is a print vehicle, with a magazine and newsletter in circulation. Prevention® is also broadcast vehicle, as it has two health channels that it airs on. And it even is an Internet vehicle where Prevention® reaches several hundred of its viewers from its Web site.

Cable Network Commercials

The major cable network I watched was TLC, the learning channel. The type of programming this network airs includes science, history, adventure, and even behavioral documentaries and shows. As I watched TLC, I noticed the commercials that would air during each commercial break.

Take for example the “Reveal” fragrance by Halle Berry. It is a thirty second commercial that is geared to the female audience base. It appeals to the female audience by creatively tying in an emotion of love to the fragrance and using a credible and strong celebrity figure like Halle Berry. I see this commercial as classy and genuine.

Then there is the Dole fruit cup commercial. Its objective was to provide women with children with a healthier option from other fruit cup products that does not have sugar, corn syrup, or other artificial sweeteners. This commercial is both informative and has a very specific target audience.

These commercials aired on TLC differ from the ones seen on the major networks. The major networks gear their advertising toward a larger audience base. This can be best demonstrated by the variety of commercials they air. Take for example the iPad commercial, it is geared toward tech savvy consumers.

Then there is the Ricola cough drop commercial. It does not necessarily have a specific target market. The commercial can appeal to parents, college students, or even the general public that may or may not be sick.

Advertising for Sales Objectives Vs. Communications Objectives

This State Farm commercial always makes my dad laugh. There’s a line in the longer running commercial that has one of the barbers say, “Si quiere ahorrar, dejalo pelon” Translation: If your husband wants to save, leave your son bald. You’ll get it once you see it. The commercial takes both an informative and humorous approach, focused primarily for communications-based objectives. The commercial’s focus is in gaining the Hispanic consumer’s trust rather than an immediate action.

This K-Mart ad uses its special event discount to promote the store. This was meant to assist in generating sales for the holiday rather than trying to change the customer’s perception of the store.

Sales objectives are more appropriate for direct action, inducing an immediate buying response to customers. The purpose of sales objective ads is to generate short-term increases in sales.

Communications objectives are more appropriate for image-building campaigns. They are designed to create and improve a favorable perception that the customer may have on the product. Consumers are not expected to respond immediately.