Thursday, October 20, 2011

Ch. 18 - Sales Promotion and Personal Selling

Sales promotion- Marketing communication  activitties, in which a short-term incentive motivates consumers or members of the distribution channel to purchase a good or service.immediately, either by lowering the price or by adding value. Unlike advertisement which offers the consumer a reason to buy; sales promotion offers an in incentive(any factor financial or non-financial that enables or motivates a particular course of action, or counts as a reason for preferring one choice to the alternatives. It is an expectation that encourages people to behave in a certain way) to buy.  Immediate purchase is the goal of sales promotion.

Marketing managers must decide which consumer sales promotion device to use in specific campaign. Red Bull uses several sales promotion techniques to boost sales. One of which are Contest and sweepstakes; stated in a previous blog ( Ch.3 Ethics and Social Responsibilty) Red Bull created a nationwide competition that was eco-friendly and helped not only interest and publicity but also helped generate long-term sales.

                                                Red Bull Art of Can: Inspired Recycling

The Red Bull Art of Can is a nationwide hunt for creativity and is open to everyone, from full-time artists to anyone with a creative flair. Build, sculpt, weld, glue, hammer, bend, fold, print, tape and paint, whatever you like!

The Red Bull Art of Can offers a platform for anyone, regardless of age, who wants to explore his or her creative talent. Artists, students, grandparents and all those in between are invited to submit their works of art. The Red Bull Art of Can is a true expression of one's imagination, with little or no restrictions placed on the budding artist.
The project will culminate in a premium art exhibition, where the selected pieces will be displayed and the top three pieces awarded prizes. The judges will select the winners which will be announced on the opening night of the exhibition.

Another sales promotion method that Red Bull has implemented was, attract customers through erotic imagery or ''sex sells''. A feature of sex in advertising is that the imagery used, such as that of a pretty woman, typically has no connection to the product being advertised. The purpose of the imagery is to attract the attention of the potential customer or user which Red Bull has taken into consideration when implementing a Sales Rep. team called "Red Bull Girls''. The "Red Bull Girls" are a team of selected women who tour the country and attend social events ex. such as parties, clubs, beach luau's and perfessional sporting events ex. Nascar, or beach volleyball in order to creat extra publicity for the product.

Red Bull Girls Boost the Sales of Red Bull Energy Drink

Red Bull Girls have the potential to give guys more than wings. Red Bull energy drink would not be where they are if they did not have the red bull wiiings team spreading love and energy to every consumer they come in contact with.These attractive girls are more than just a pretty face, they understand what it takes to deliver a great product and message to their consumers.

You have to Watch This Red Bull Girl Video if you really want to see what it means to really have a cool job that allows you to be yourself..look how much fun the Red Bull Girls are having.. press the play button!

Poinht of Purcchase ( P-O-P)

A P-O-P includes any promotional display set up at the retailer's location to build traffic, advertise the product or induce impulse buying. Becuase Red Bull doesn't have its own retail line or specialty store the company emphasizes on P-O-P.

"Sometimes just selling Red Bull products just isn't enough! Show off the fact that you are a proud seller of Red Bull by displaying your product prominently in one of our Red Bull branded coolers or point of sale displays."- This qoute coming from a advertisment directed towards retailers to get Red Bull merchandise into thier stores.

 Red Bull set aside $800,000  for design, creation, and distribution of sales promo materials and co-operative advertising costs.


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