Sales Promotion

Sales promotion is often confused with Advertising/Marketing promtion. Sales promotion seeks to offer buyers additional value as an inducement to generate and immediate sale(Chris Fill). Just as advertising seeks to work over the long term, sales promotion when used properly can achieve short-term upward shifts in sale.

This comes in a variety of forms ranging from such as win, which is offering customers something if they enter a competition. Another form is save or discount giving cuntomers a percentage of the original price. In my opinion a more modern form of sales promotion is the concept of cause related sales promotion in which a customer buys a product and another organisation benefits. An example of this is the idea of fair trade products in which part of the price paid goers towards the grower who is either the local farmer or a person in a developing economy. The consumer does not gain anything physical, however they gain a feel good factor which in my personal experience often comes through of pure smugness unfortunately.

Who does what?

From the print screen below we see emails from the Disney company. I was pretty dissapointed with the amount of emails they sent me. as you can see they sent me a total of 4, hardly pushing the boat out.

However although the quality is rather poor, in the second email from the top you can see evidence in sales promtion. In this case Disney are trying to promote sales for other disney events most likely to incease fan loyality. They are giving me the chance to win tickets to disney on ice (Oh yes) and also the oppourtunity to get up to 30% off at disney land paris. One clever campaign disney had last year was advertised on television and it was the children under 7 go free to disney land sadly I was only 11 years above the requirements but this obviciously identifies with their target audience.

In terms of the lion king musical however they offer group sales. A clever way to fill the seats for less. They allow educational groups of over 10 people to save up to £35 per ticket if they agree to the terms and conditions in this case term time tickets during the week.

http://lionking.co.uk/groupsales