Wyndham Hotels & Resorts
Sales Promotion
Book

Sales Promotion

How to Create, Implement and Integrate Campaigns That Really Work

Roddy Mullin and Julian Cummins
Kogan Page, 2008
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Recommendation

Louisiana governor Huey Long, a populist and a demagogue, once said, “Let’s put the jam jar on the lower shelf where the little man can reach it.” Sales promotion does just that for ordinary shoppers. It lets people save money and shows off your product. Roddy Mullin and Julian Cummins know about sales promotion like Madonna knows about celebrity. In their new book, they expertly explain how sales promotion works, what it can accomplish and what common pitfalls to avoid. The book’s only drawback: It has a British bent that may deter readers in other countries. getAbstract suggests that any marketer who plans a sales promotion campaign without reading this book first should forever forfeit his or her “buy one, get one free” privileges.

Summary

Sales Promotions Are Everywhere

Sales promotions are ubiquitous, all-inclusive and ever present. Customers cannot escape them. Nor would they want to. Who can resist happy hour snacks, a two-for-one offer or a free gift? Such offers excite consumers. Sales promotions give them something for nothing, like a better price, a fun experience or a handsome premium. They enable consumers to win.

Sales promotions help companies attain their marketing and sales goals. Consider this dilemma: how can a consumer-products company make its merchandise, say a brand of shampoo, stand out amid hundreds of competitors? Consumers simply have too many choices. Sales promotions give them an extra sensible, economical reason for purchasing a product. Sales promotions fit perfectly in today’s mix of marketing basics, which could be called the “six Cs”: “cost, convenience, concept, communication, customer relationship and consistency.” These factors are why consumers buy. Because they add value, they can shift a purchase decision in your favor. Promotions also help you keep your all-important “brand promise.” Promotions create sales. Creativity is not one of the six “C’s,” but it does ...

About the Authors

Roddy Mullin, sales consultant and author, owns a management-consulting firm headquartered in the United Kingdom. The late Julian Cummins managed a U.K. sales promotion and public relations firm for two decades. He was an Anglican minister.

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