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MARKETING CHANNELS
Promotion Strategy
Berman Chapter 10
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• A. Special factors
• B. Strategies
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Promotional Strategy
A. Special Factors
• Channel members
– Manufacturers– Promotional Agencies
• Advertising
• Public Relations
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• Elements
– Lead generation
– Cooperative Advertising – Demonstrations
• Considerations
– Primary demand – Selective demand5
B. Strategies
• Push
– through the channel
• vs Pull
– through the consumer
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C. Push Strategies
Member Information Sources
• Manufacturer Reps
• Trade Pub Advertising • Catalogs
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Push Strategy
• 1. Advertising
– dealer listings, promotions
• 2. Personal Selling
– Sales Reps Roles
• Teacher Reviewer Working partner • Ambassador Ombudsman Motivator
• 3. Sales Training Programs
• stage one - basic training • stage two - joint sales calls
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4. Sales Promotion
– Street money– Pay-for-performance programs – push money - spiffs, Pm’s
– distributor recognition programs
• Publicity
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D. Pull Strategies
• 1.Advertising
– account specific advertising – cooperative advertising
• national vs local
• third party documentation agencies
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3. Sales Promotion
“Types”
• couponing consumer direct
• couponing retailer ads • couponing - instore • Premium offers
• sweepstakes
• pre-priced products
• cents-off promotions • sampling new
products
• money back offers/ cash refunds
• sampling established products
11 • Sales Promotion
– details
• coupons • rebates
• trade shows – visitors – diversified
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Pull Oriented Strategies
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Miscellaneous Sales Promotions
• premiums
– self-liquidating – fulfillment houses – frequent user clubs
• contests, sweepstakes
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Pull Oriented Strategies (cont)
• Publicity
• Improving public relations
– common image integration– professional organization structures
• internal coop advertising coordinator • newspaper industry organizer
– integrated marketing
• database marketing
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Pull Oriented Strategies (cont)
• 5. Legal Aspects
– promotional allowances
• Robinson Patman
