Cost-effective Promtions

Promotions form an integral part of any marketing strategy and, if properly structured, cost very little to implement. Some expense is usually involved, since it’s hard to implement a sales promotion without advertising it. One drawback to many sales promotions is that managing them takes a fair amount of time, and in businesses with very few employees, that time just isn’t available.

 Before spending money to advertise a sales operation, try to visualize how the mechanics will work and that benefits can be expected. It is all too easy to begin a sales promotion without giving any thought to who will manage it. As with every business activity, someone must be in charge. Someone must have the responsibility for putting all the pieces together and making sure that the promotion gets implemented as planned. And someone must be accountable for the problems and miscalculations that always come up.

 In larger companies, sales managers can be assigned the task of managing promotions; however, the smaller the company, the greater the probability that the owner must take the responsibility for:

  • Being on the premises to greet customers, if that’s part of the promotion
  • Coordinating and following up to make sure deliveries are made on time, if that’s part of the program
  • Personally handling any barter arrangements or questions that arise from customers

 My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

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