Promotions

Situation

The client marketed three products that were secondary to their core business. Through a combination of inadequate sales force attention and retailer support, sales volume and profits on these products had suffered severe long-term erosion. Management was interested in developing a program to stabilize sales and profits without having to shift major promotional support away from the core brands.

Solution

Three 4-month promotional "windows" were created. Each product would have a four-month promotional period that included a display contest for the sales force and an in-store consumer mail-in offer for free related products. The sales force determined the timing of the consumer offer within the promotional window. To leverage retailer support, 1) the consumer offers we're tied back to the original purchase location and 2) store managers won the same prizes as the winning sales persons.

Benefits

Both sales and retailer support exceeded expectations, with all three brands averaging over a 70% sales increase during their four-month promotional window vs. the same period the previous year. Sales increases of over 10% continued for the six-month period immediately following the end of the each brands' promotional window. The program was repeated with equally strong success the following year.

For additional information, contact James J. Tyner 714 838-2542 jjtyner@promotion-plus.com
http://www.promotion-plus.com/