Successful retention of customer's is based very simply on the organization's ability to consistently deliver on three principles: (1) maintain Interaction by providing an ongoing forum for a two-way dialogue that never stops listening, (2) continue to deliver on the customer's definition of value so that message, offer and timing are relevant to the customer's needs and (3) remember that customer's change as they move through different life stages so the message and offer should match up with the buying process.
Sales Promotion Basics
- Sales Promotion Checklist
- The Institute of Sales Promotion (European) provides a comprehensive set of links to a wide range of promotion techniques, issues and regulatory guidelines.
- Promotional Marketing Trends
- An updated portfolio of promotional concepts.
- Managing the Customer Experience
- This tutorial teaches how to focus marketing and communications on building a positive customer experience. Free registration required.
- Why Promotion Performance Varies Across Retailers
- An investigation of the role of retail competition, retail strategies, and demographics in determining consumer response to these three types of promotions.
- Total-Touch Consistency Across Media
- Survey gives you the facts to chew on.
- The Complete Direct Marketing Lens
- Plenty of resources to help you set your vision, strategy and executional tactics. Includes links to providers of direct marketing services.
- Consumer Promotion
- A concise overview of consumer promotion.
Promotional Techniques
- Instant Win Promotion Guidelines
- Guidelines designed to provide agencies and promoters with assistance in ensuring full compliance and maintaining the reputation of the industry.
- Charitable Promotions
- Consider the legal implications before you make any decisions; over 40 states have regulations that impact this promotional strategy.
- Current Promotion Concepts
- "Creative Magazine" provides an updated photo gallery of retail displays and packaging promotions to stimulate your thinking and identify promotion vendors.
Trade Promotion
- Runaway Trade Promotion Expenditures
- The trade promotion category accounts for 54% of consumer products manufacturing marketing budgets, an increase of 16.6% from 1999. This significant expenditure is spiraling out of control with less then half of the money ever reaching the consumer. A conservative estimate is that 10% of these funds are used to channel stuff to meet manufacturers' sales volume/financial goals.
Sales Promotion Service Providers
- Hoover's List of Vendors
- Hoovers presents links to the promotion marketing services providers that are most viewed on their site.
- Marketing Agency Association Worldwide Member Agencies
- Membership of Marketing Agencies Association Worldwide. The MAA is the only global organization dedicated solely to the CEOs, Presidents, Managing Directors and Principals of top marketing services agencies.
- Marketing Software Publishers
- A listing provided by the Software Network of companies offering marketing software.
The Right Message
- The Knights of the Round Table Approach
- With the customer more in control of the buying cycle than you are in control of the selling cycle, new approaches to copy development need to be utilized and tested. One that I like because it involves the customer emotionally is what I call "The Knights of the Round Table."
by ContextKid
From sport journalist to editor of an international trade magazine to marketing director for three companies before founding WBK which became one of t... (more)
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