In the FMCG (fast moving consumer goods) sector, distributors and manufacturers often join forces to conduct various marketing campaigns. These campaigns are aimed at increasing sales, raising brand awareness and improving customer loyalty.
Types of marketing promotions
1. Discount promotions and sales:
2. Promotions with gifts:
3. Contests and lotteries:
4. Advertising campaigns:
5. Merchandising:
6. Event Marketing:
7. Samples and free samples:
- Description: Providing discounts on certain products for a limited time.
- Objective: Increasing sales, attracting new customers, getting rid of excess inventory.
2. Promotions with gifts:
- Description: Providing gifts for purchasing a certain volume of goods or for a certain amount.
- Objective: Stimulating an increase in the average check, increasing customer loyalty.
3. Contests and lotteries:
- Description: Conducting contests or prize draws among customers.
- Objective: Engaging customers, increasing involvement and interest in the brand.
4. Advertising campaigns:
- Description: Joint advertising campaigns on TV, radio, the Internet or print media.
- Objective: Increasing brand awareness, attracting new customers.
5. Merchandising:
- Description: Window dressing, product placement on shelves, tastings and demonstrations at retail outlets.
- Goal: Increasing product visibility, stimulating impulse purchases.
6. Event Marketing:
- Description: Participation in exhibitions, festivals and other events.
- Goal: Presentation of new products, establishing direct contact with consumers.
7. Samples and free samples:
- Description: Distribution of product samples at retail outlets or via mailing.
- Goal: Introducing consumers to new products, stimulating initial purchases.
Criteria for selecting marketing campaigns
1. Objectives and tasks:
2. Target audience:
3. Seasonality:
4. Budget:
5. Expected effect:
6. Competitive environment:
- Increase sales: If the main goal is to increase sales, preference is given to discount promotions and sales.
- Increase brand awareness: Advertising campaigns and event marketing are effective in increasing brand awareness.
- Increase the average check: Promotions with gifts and contests encourage consumers to buy more goods.
2. Target audience:
- Consumer preferences: Promotions should be adapted to the needs and interests of the target audience. For example, young people can be attracted by a contest on social networks, and promotions with gifts for purchases are suitable for family buyers.
- Geographic location: Different types of promotions may work in different regions depending on local characteristics and cultural preferences.
3. Seasonality:
- Holiday periods: The time before holidays, such as New Year or Valentine's Day, is ideal for sales and discount promotions.
- Seasonal fluctuations in demand: Some products may be in higher demand during certain seasons, and this should be taken into account when planning promotions.
4. Budget:
- Available resources: The budget for marketing activities affects the choice of types of promotions. For example, large advertising campaigns require significant investments, while tastings and samples can be more economical.
5. Expected effect:
- Return on investment (ROI): Assessing the potential ROI helps determine which promotions will be most effective from a financial point of view.
- Short-term and long-term results: Some promotions can provide a quick increase in sales, but a short-term effect, while others can contribute to long-term growth in loyalty and brand awareness.
6. Competitive environment:
- Analysis of competitors: Studying the marketing strategies of competitors helps to choose the most effective promotions and differentiate yourself from them.
Examples of successful joint actions
1. Coca-Cola New Year's campaign:
Promotion: Distribution of holiday packaging and advertising campaign with Santa Claus.
Result: Increase in sales by 18% during the holiday season.
2. P&G summer promotion:
Promotion: Distribution of shampoo samples in shopping centers and competitions on social networks.
Result: Market share growth by 5% in the first quarter after the launch of the promotion.
3. Unilever environmental promotion:
Promotion: Collection and recycling of plastic packaging with discounts on new purchases.
Result: Increase in brand loyalty by 10% and sales increase by 8% in three months.
Promotion: Distribution of holiday packaging and advertising campaign with Santa Claus.
Result: Increase in sales by 18% during the holiday season.
2. P&G summer promotion:
Promotion: Distribution of shampoo samples in shopping centers and competitions on social networks.
Result: Market share growth by 5% in the first quarter after the launch of the promotion.
3. Unilever environmental promotion:
Promotion: Collection and recycling of plastic packaging with discounts on new purchases.
Result: Increase in brand loyalty by 10% and sales increase by 8% in three months.
Types of marketing campaigns and mechanics for stimulating sales at retail outlets
1. Seasonal sales:
Description: Reducing prices on goods during certain periods of the year (e.g. New Year sales, summer discounts).
Objective: Increasing sales and attracting customers to retail outlets.
2. Flash sales:
Description: Short-term promotions with big discounts on a limited range of goods.
Objective: Creating a sense of urgency and stimulating impulse purchases.
3. Volume discounts:
Description: Providing discounts when purchasing a certain number of goods.
Objective: Increasing the average check and stimulating bulk purchases.
4. Gifts for purchase:
Description: Providing a free gift for purchasing goods for a certain amount.
Objective: Stimulating an increase in the volume of purchases and increasing customer loyalty.
5. Bonus points:
Description: Accumulating bonus points for purchases that can be exchanged for goods or discounts.
Objective: Engaging customers and increasing the frequency of purchases.
6. Promotional sets:
Description: Selling products in a set at a reduced price.
Objective: Increasing the average bill and stimulating the sale of additional products.
7. Contests with prizes:
Description: Conducting contests in which participants can win prizes for purchasing products.
Objective: Increasing customer engagement and increasing sales.
8. Lotteries:
Description: Conducting lotteries among customers who have purchased certain products.
Objective: Attracting new customers and increasing sales.
9. Joint advertising campaigns:
Description: Advertising campaigns with the participation of the manufacturer's and distributor's brands on TV, radio, the Internet and print media.
Objective: Increasing brand awareness and attracting new customers.
10. Targeted advertising in social networks:
Description: Using targeted advertising in social networks to promote promotions and products.
Objective: Attracting the target audience and increasing sales.
11. Window dressing:
Description: Bright and eye-catching decoration of window displays with promotional items.
Objective: Increase product visibility and stimulate impulse purchases.
12. Product placement on shelves:
Description: Optimize product placement on shelves to increase their availability and visibility.
Objective: Increase sales and improve the customer experience.
13. Tastings and demonstrations:
Description: Conducting product tastings and demonstrations at retail outlets.
Objective: Familiarize customers with products and stimulate purchases.
14. Participation in exhibitions and fairs:
Description: Participation in specialized exhibitions and fairs to demonstrate products and attract new customers.
Objective: Presentation of products, establishing contacts with potential buyers and partners.
15. Conducting thematic events:
Description: Organizing events at retail outlets, such as culinary master classes or presentations of new products.
Objective: Attracting customers and increasing brand loyalty.
16.Distributing samples:
Description: Distributing free samples of products at retail outlets.
Objective: Introducing consumers to products and stimulating initial purchases.
17.Mailing samples (not popular in the CIS countries - and in vain):
Description: Sending free samples of products by mail to customers.
Objective: Attracting new customers and increasing interest in products.
Conducting joint marketing campaigns by a distributor and manufacturer allows not only to increase sales and improve business performance, but also to strengthen partnerships, create a positive brand image and increase customer loyalty.
Find out how Smartup can improve the efficiency of your business!
Our experts will help you automate your marketing activities, optimize your budget and achieve maximum results. Contact us today, and we will show you how to make your business even more successful.
Description: Reducing prices on goods during certain periods of the year (e.g. New Year sales, summer discounts).
Objective: Increasing sales and attracting customers to retail outlets.
2. Flash sales:
Description: Short-term promotions with big discounts on a limited range of goods.
Objective: Creating a sense of urgency and stimulating impulse purchases.
3. Volume discounts:
Description: Providing discounts when purchasing a certain number of goods.
Objective: Increasing the average check and stimulating bulk purchases.
4. Gifts for purchase:
Description: Providing a free gift for purchasing goods for a certain amount.
Objective: Stimulating an increase in the volume of purchases and increasing customer loyalty.
5. Bonus points:
Description: Accumulating bonus points for purchases that can be exchanged for goods or discounts.
Objective: Engaging customers and increasing the frequency of purchases.
6. Promotional sets:
Description: Selling products in a set at a reduced price.
Objective: Increasing the average bill and stimulating the sale of additional products.
7. Contests with prizes:
Description: Conducting contests in which participants can win prizes for purchasing products.
Objective: Increasing customer engagement and increasing sales.
8. Lotteries:
Description: Conducting lotteries among customers who have purchased certain products.
Objective: Attracting new customers and increasing sales.
9. Joint advertising campaigns:
Description: Advertising campaigns with the participation of the manufacturer's and distributor's brands on TV, radio, the Internet and print media.
Objective: Increasing brand awareness and attracting new customers.
10. Targeted advertising in social networks:
Description: Using targeted advertising in social networks to promote promotions and products.
Objective: Attracting the target audience and increasing sales.
11. Window dressing:
Description: Bright and eye-catching decoration of window displays with promotional items.
Objective: Increase product visibility and stimulate impulse purchases.
12. Product placement on shelves:
Description: Optimize product placement on shelves to increase their availability and visibility.
Objective: Increase sales and improve the customer experience.
13. Tastings and demonstrations:
Description: Conducting product tastings and demonstrations at retail outlets.
Objective: Familiarize customers with products and stimulate purchases.
14. Participation in exhibitions and fairs:
Description: Participation in specialized exhibitions and fairs to demonstrate products and attract new customers.
Objective: Presentation of products, establishing contacts with potential buyers and partners.
15. Conducting thematic events:
Description: Organizing events at retail outlets, such as culinary master classes or presentations of new products.
Objective: Attracting customers and increasing brand loyalty.
16.Distributing samples:
Description: Distributing free samples of products at retail outlets.
Objective: Introducing consumers to products and stimulating initial purchases.
17.Mailing samples (not popular in the CIS countries - and in vain):
Description: Sending free samples of products by mail to customers.
Objective: Attracting new customers and increasing interest in products.
Conducting joint marketing campaigns by a distributor and manufacturer allows not only to increase sales and improve business performance, but also to strengthen partnerships, create a positive brand image and increase customer loyalty.
Find out how Smartup can improve the efficiency of your business!
Our experts will help you automate your marketing activities, optimize your budget and achieve maximum results. Contact us today, and we will show you how to make your business even more successful.
