Ba 315- Marketing Management A Sales Promotion Plan ENTERPRISE PICK A PEACH Lindell Phillip Chew Chapter 11 BA 315-Chapter Eleven Objectives To examine the scope, importance, and characteristics of sales promotion To study the elements in a sales promotion and / or a direct marketing plan utilizing Enterprise Leasing of Ladue Missouri Copyright Atomic Dog Publishing, 2002 Types of Promotion Public Relations Advertising Promotion Mix Sales Promotion Personal Selling Copyright Atomic Dog Publishing, 2002 BA 315- Sales Promotion and Direct Marketing Sales promotion activities are important to build traffic, attract attention, generate increased sales, create excitement, and create a competitive advantage. Sales promotion activities worldwide are at their highest levels. Copyright Atomic Dog Publishing, 2002 Developing a Sales Promotion Plan-ENTERPRISE LEASING 2. Assigning Responsibility 3. Outlining the Overall Plan 4. Selecting Types of Sales Promotion 1. Setting Objectives 6. Evaluating Success or Failure Feedback 5. Coordinating the Plan Copyright Atomic Dog Publishing, 2002 ENTERPRISE Sales Promotion Plan: Setting Objectives 1. Setting Objectives Sales promotion goals are usually demand-oriented, and may be related to channel members and final consumers with the following objectives. We are directing at business users (mfg & service) Channel Members Final Consumers Gain distribution Increase brand awareness Receive shelf space Do more product trials Increase dealer enthusiasm Increase purchases Raise sales Undertake repurchases Get promotion co-op money Engage in impulse sales Supplement other offers Copyright Atomic Dog Publishing, 2002 ENTERPRISE Sales Promotion Plan: Assigning Responsibility 2. Assigning Responsibility 1. Setting Objectives Responsibilities are often shared by advertising marketing and sales departments (e.g. Enterprise). Firms work jointly with, and often hire, outside experts for special events, shows, coupons, contests, print materials, demonstrations, and cooperative sales promotion events. Copyright Atomic Dog Publishing, 2002 ENTERPRISE Sales Promotion Plan: Overall Plan 2. Assigning Responsibility 3. Outlining the Overall Plan 1. Setting Objectives The Peach of a deal sales promotion plan outline includes Budget decisions (LEMON, Mailer and UPS $5.19/ mailer) The orientation: channel members or final consumers Conditions: eligibility requirements for participants Media: types of vehicles to be used Duration and timing of events Co-op support: costs and benefits Copyright Atomic Dog Publishing, 2002 ENTERPRISE Sales Promotion Plan: Types of Promotion (1) 2. Assigning Responsibility 1. Setting Objectives 3. Outlining the Overall Plan Channel Member Promotions Trade shows/meetings Training Trade allowances 4. Selecting Types of Sales Promotion Special offers Point-of-purchase displays Push money Sales contests Free merchandise Business User-Direct Mail-Lemon Copyright Atomic Dog Publishing, 2002 ENTERPRISE Sales Promotion Plan: Types of Promotion (2) 2. Assigning Responsibility Internal and External 1. Setting Objectives 3. Outlining the Overall Plan Direct Markrting Directed at Business Customers. Fleet Leasing Needs of Manufacturing and Service Firms for 25 or more cars. 1;5 in Service and 1:10 in Manufacturing (cars to employees). 4. Selecting Types of Sales Promotion Other option Final Household Consumer Directed . Copyright Atomic Dog Publishing, 2002 ENTERPRISE Sales Promotion Plan: Coordination 2. Assigning Responsibility 1. Setting Objectives Advertising and sales promotion plans must be integrated; the sales force should be informed and trained; publicity must be generated; and sales promotion should be consistent with channel member activities. 3. Outlining the Overall Plan 4. Selecting Types of Sales Promotion 5. Coordinating the Plan Copyright Atomic Dog Publishing, 2002 ENTERPRISE Sales Promotion Plan: Evaluation 2. Assigning Responsibility 1. Setting Objectives Success or failure is straightforward to measure since promotions may be closely linked to performance or sales. 6. Evaluating Success or Failure Feedback 3. Outlining the Overall Plan 4. Selecting Types of Sales Promotion 5. Coordinating the Plan Copyright Atomic Dog Publishing, 2002 Sales Promotion and Direct Marketing Summary- Enterprise We looked at the scope, importance, and characteristics of sales promotion. We presented the elements in the Enterprise Fleet Leasing Pick a Peach sales promotion and direct marketing plan. Hope that you enjoyed it! The program is alive and well! Born 1981- 2003++++ Pick Your Peach of a deal! PLEASE NOTE HOW THIS IS A COST EFFECTIVE TOOL FOR PROSPECTING, STEP NUMBER ONE OF THE PERSONAL SELLING TASKS THAT FOLLOWS…. Copyright Atomic Dog Publishing, 2002 The Selling Process Prospecting for Leads Approaching Customers Determining Customer Wants Giving a Sales Presentation Answering Questions Closing the Sale Following Up Copyright Atomic Dog Publishing, 2002 Enterprise:the Peach Link ToThe Selling Process Enterprise is cost effective in prospecting for leads as they use the Pick A Peach Saga of the Peach and Lemon This is snowballing! Approaching Customers.. breaks thru noise barrier Determining Customer Wants Giving a Sales Presentation Answering Questions Closing the Sale After Inking Contract Following Up…A Free Umbrella ! Copyright Atomic Dog Publishing, 2002 Developing a Personal Selling Plan 2. Assigning Responsibility 3. Establishing a Budget 1. Setting Objectives 7. Applying the Plan Feedback 6. Outlining Sales Tasks 4. Determining Types of Sales Positions 5. Selecting a Sales Technique Copyright Atomic Dog Publishing, 2002 Personal Selling Plan: Setting Objectives 1. Setting Objectives Selling goals can be demand- and/or image-oriented. When image-oriented, they involve public relations. Although many firms have some interest in information, reminder, and image goals, the major goal usually is persuasion: converting consumer interest into a sale. Copyright Atomic Dog Publishing, 2002 Personal Selling Plan: Assigning Responsibility 2. Assigning Responsibility 1. Setting Objectives Sales Manager Responsibilities Understand goals and strategies of firm To determine sales philosophy To prepare sales forecasts To allocate resources To supervise sales personnel To synchronize selling tasks To assess all aspects of sales performance To monitor competition’s actions To maintain ethical standards To convey the image sought by firm Copyright Atomic Dog Publishing, 2002 Personal Selling Plan: Budgeting 2. Assigning Responsibility 1. Setting Objectives 3. Establishing a Budget The sales-expense budget allots selling costs among salespeople, products, customers, and geographic areas for a given period. It is usually tied to a sales forecast. Budget items include sales forecast, overhead, sales force compensation, travel expenses, sales meetings, selling aids, and sales management costs. Copyright Atomic Dog Publishing, 2002 Personal Selling Plan: Sales Positions 2. Assigning Responsibility 1. Setting Objectives 3. Establishing a Budget 4. Determining Types of Sales Positions Salespeople are often classified as order takers, order getters, or support personnel. Copyright Atomic Dog Publishing, 2002 CONTRASTING (don’t forget missionary-support) Order Takers and Order Getters Process routine orders and reorders Generate customer leads and persuade consumers Provide clerical functions Are creative Handle pre-sold items and maintain sales. Basic DifferArrange displays, restock items, answer ences simple questions, & complete transactions Handle high-priced/complex items and increase sales Are less involved with routine tasks Require a lot of training and compensation Require little training and compensation Have limited expertise and enthusiasm Are highly expert and enthusiastic Copyright Atomic Dog Publishing, 2002 Personal Selling Plan: Sales Technique 2. Assigning Responsibility 3. Establishing a Budget 1. Setting Objectives Two basic techniques for selling are the canned sales presentation (memorized and repetitive), and the need satisfaction approach (that is customized to individual consumer attributes). 4. Determining Types of Sales Positions 5. Selecting a Sales Technique Copyright Atomic Dog Publishing, 2002 Personal Selling Plan: Sales Tasks 2. Assigning Responsibility 3. Establishing a Budget 1. Setting Objectives The selling process outlines the sequential tasks sales personnel should perform. 6. Outlining Sales Tasks 4. Determining Types of Sales Positions 5. Selecting a Sales Technique Copyright Atomic Dog Publishing, 2002 Personal Selling Plan: Sales Tasks 2. Assigning Responsibility 3. Establishing a Budget 1. Setting Objectives The selling process outlines the sequential tasks sales personnel should perform. 6. Outlining Sales Tasks 4. Determining Types of Sales Positions 5. Selecting a Sales Technique Copyright Atomic Dog Publishing, 2002 Enterprise:The Selling Process notice the follow up cards and status (count) Prospecting for Leads Saga of the Peach and Lemon Approaching Customers Lemon In Hand! Determining Customer Wants Giving a Sales Presentation Answering Questions Closing the Sale Following Up Minimize Dissonance Copyright Atomic Dog Publishing, 2002 Personal Selling Plan: Applying the Plan 2. Assigning Responsibility 1. Setting Objectives Sales Management involves planning, implementing, & controlling the personal sales function. 7. Applying the Plan Feedback 3. Establishing a Budget 6. Outlining Sales Tasks 4. Determining Types of Sales Positions 5. Selecting a Sales Technique Copyright Atomic Dog Publishing, 2002 SALES PROMOTION, DIRECT MARKETING AND PERSONAL SELLING PROGRAM DYNAMICS We examined the scope, importance, and characteristics of personal selling. We studied the elements in a personal selling plan linked back to the Enterprise saga of the Peach and the Lemon sales promotion and direct marketing program. Lemon candy anyone! Copyright Atomic Dog Publishing, 2002 This Concludes Our Chapter NOW apply it! LPC1@umsl.edu OPPORTUNITYISNOWHERE ! THE END Lindell Phillip Chew Copyright Atomic Dog Publishing, 2002