(Institute of sales promotion website)
This is considered to be the practice of offering a temporary additional value to a brand in order to reach a specific marketing objective.
There are 4 different types of sale promotion, win, free, save and cause related.
The main type of sales promotion I've seen from Crufts has been cause related. This is where another organisation will benefit from the purchase. It's one day left to go until Crufts begins, and there's still plenty of tickets available, so to give that final push, they've put a direct link on the website as the first thing you see now. Right below the link is a link to the sponsor Eukanuba. If you look at the link there's also, save, where they're now offering the tickets at a discount price if you book in advance.
Enter Shikari's usual tactics when coming to sales promotion is "win". There are always plenty of competitions with either NME, Kerrang or HMV where you can win tickets to their concerts. This is a promotion that most bands use with their tours. Along with tickets, winners usually get special treatment such as a chance to go backstage or some free merchandise.
There are several different sales promotion objectives:
The main type of sales promotion I've seen from Crufts has been cause related. This is where another organisation will benefit from the purchase. It's one day left to go until Crufts begins, and there's still plenty of tickets available, so to give that final push, they've put a direct link on the website as the first thing you see now. Right below the link is a link to the sponsor Eukanuba. If you look at the link there's also, save, where they're now offering the tickets at a discount price if you book in advance.
Enter Shikari's usual tactics when coming to sales promotion is "win". There are always plenty of competitions with either NME, Kerrang or HMV where you can win tickets to their concerts. This is a promotion that most bands use with their tours. Along with tickets, winners usually get special treatment such as a chance to go backstage or some free merchandise.
There are several different sales promotion objectives:
- repeat sales
- sales to new customers
- develop trial by new customers
- pre-empt or counteract competitor activity
- develop sales leads/create a database
Masterman and Wood, chapter 9 (2006)
Crufts promotional methods seems to meet the objective of "develop sales leads/create a database" as well as meeting repeat sales with their kennel club membership link. However, Enter Shikari's methods seem more like "sales to new customers" as well as repeat sales which they are pretty much guaranteed.
Masterman, and Wood, E (2006). Innovative Marketing Communications. Oxford: Elsevier.
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