Sales promotion – directed toward the consumer or trade – strengthens your integrated marketing communication (IMC) by highlighting place-based or physical experiences with your brand by your target customers.
Your brand message becomes a physical reality to customers. They experience your product practically using their sense of sight, smell, taste, hearing, and touch.
Some of the more common and recent forms of sales promotion are:
- Product sampling
- In-store demonstration
- Loyalty rewards
- POP displays
- Trade shows/exhibits
These are usually non-media marketing communication for short-term duration to attract attention to your brand, stimulate interest, and lead to product purchases.
You use the other elements of IMC to inform your target market about your sales promotion. You craft a message in a way that generates enthusiasm about your brand and influences consumer behavior and preferences. The physical experiences brought about by the sales promo reinforce in turn the brand message.
This is a classic “push-pull” effect generated in an integrated marketing communication.