Course Agenda

Course Timings: Registration will be at 08:00 on Day One. All five days will commence promptly at 08:30 and conclude at 14:30 with lunch. There will be two refreshment breaks at appropriate times.

 Day One – Sunday, 12 October 2008  

Overview Of Sales Promotion

• What promotion can and cannot accomplish
• The marketing process – the 4 p’s
• The sales promotion process
• The power of sales promotion – best and worst case stories
• Promotion and brand equity
• Promotion diagnosis
  • What works
  • What doesn’t
• Integration in the marketing mix

Sales Promotion Tools

• How to develop measurable sales promotion objectives
• How to develop a promotion strategy and plan
• Promotion tactical selection
• Promotion tools – tactical selector wheels
• Promotion idea bank tools – incentive wheels
• Execution options for engaging the consumer

Review And Selection Of Promotion Tactics Relative To Response Potential

• Sampling
• Gifts and premiums
• Couponing
• In-pack/on-pack promotions
• Bonus/factory packs – near packs
• Refunds – mail-ins
• Price promotion
• Sweepstakes/contests
• Charity promotions
• Games/instant win
• Event marketing
• Co-op /value-added promotions
• Internet promotions
• Pay premiums
• Loyalty promotions
• Trade tactics
• Salesforce motivation
• Key account marketing
• Tactic response levels
• Collector promotions 

 Day Two – Monday, 13 October 2008  

Integrated Marketing Strategy

• What is it?
• Why it’s critical
• Merchandising
• How to use sales promotion as media

Relationship Marketing

• Developing and communicating to your database
• Loyalty marketing – key success factors and why
• Frequent buyer programmes

Communication Plan

• Point Of Purchase (POP) development and assessment
• Budgeting, design, supply considerations
• Role of the internet
• Promotion-sell media
• Media selection options menu

Event Marketing

• Key planning points and success measures
• Personality promotion
• Event promotion cases
• Execution considerations

Value-Added Marketing

• Value-added promotions
• Co-op promotions
• The art of the deal
• The agent/negotiation
• Contracts

Electronic Marketing And Point Of Sale (POS) Systems

• What works – what doesn’t?
• Technology impact
• Examples of systems

Trade Shows And Advertising Specialties

• Trade show techniques
• Top 10 best advertising specialties
• Case histories

Dealer And Salesforce Incentive Programmes

• Integration
• Loyalty programmes for the channel 

 Day Three – Tuesday, 14 October 2008  

Sales Promotion Management

• What counts – factors for success
• Remunerating the sales promotion agency
• Promotion briefings
• Keeping out of jail (legal issues)
• Negotiating contra deals and guidelines
• Executing programmes
• Project management
• Role of promotion department/agency

Internet Marketing

• Capabilities
• Integration of online and offline with case histories
• Examples of applications 

 Day Four – Wednesday, 15 October 2008  

Idea Generation

• Process
• Techniques
• Practice session – “SAVE THE TITANIC”

New Product Launch

• Tactics/promotions
• Conversion
• R.O.I.

In-store Merchandising

• Techniques
• Types of POP with examples
• Effect on sales volatility

Hot New Promotion Trends

• The converging paths of Internet sales promotion and data based marketing
• Electronic promotion delivery systems
• Electronic POS revolution
• Technology ideas and packaging innovations

Promotion Evaluation

• Measurable results
• Formulas and examples
• Qualitative vs. quantitative
• What have we learned?

Research

• What promotion research can do – tools
• Available techniques
• Predicting results
• Online research
• Risk reduction

The Future – Predictions On Promotion Trends

 Day Five – Thursday, 16 October 2008

• Disk profile of your selling style
• Counselor selling skills
• Buyer types

  Case Work Assign a prepared case for the group that applies the content Lecturer will review the case and what is expected Breakout session time allows for team prep You will be split into teams to work on each case. You will prepare your case in a PowerPoint presentation format and present it to the rest of the class on the final day. Your course lecturer will mark each presentation in real time with comments and announce the winning team. Prizes will be awarded to the winning team. Letters of commendation will be sent to the direct reports of the winning team(s).