Boone and Kurtz (2002) define sales promotion as 'a range of marketing activities that are not personal selling, advertising or publicity, but perform a similar role; that enhances consumer purchasing and distributor effectiveness'.It can also be described as 'a range of tactical marketing techniques, designed within a strategic market framework, it adds value to the product or service, in order to achieve specific sales and marketing objectives'.
Some examples of sales promotion are; Discounts, incentives, competitions, vouchers, offers and BOGOF's. These promotions may be made available to everyone, or specifically to loyal customers. Most sales promotions are temporary and specific to the marketing objectives. Laspadakis (1999) sees sales promotion as a tool that can enhance a brand's long term interests. The main sale promotion objectives are; to develop repeat sales/brand loyalty, to develop sales to new customers, to pre-empt or counteract competitor activity and to develop sale leads/create a database.
London Fashion Week, as stated before is a business to business event; therefore they do not use sale promotions.
The Florence and the Machine tour also do tend use sales promotions. However, after extensive searching i have found one example of sales promotion for this event. I have found a customer sales promotion, which is the Florence and the Machine Design Competition' - this is a competition to design Florence's stage costume for her performance at the high profile venue of Terminal 5 in New York. The winner of the competition will be given a trip to New York and tickets to see Florence perform at the Terminal 5 venue.
This is a sales promotion as it is a competition to WIN tickets to the event. Even though sales promotions to Florence's tour are very few and far between, i think this is a good example of a sales promotion as it is encouraging fan to get involved in her tour in order to win the tickets to the concert.
I think that it would benefit the Florence and the Machine tour if they did use sales promotions more for their events, as even though the tickets have sold out for the tour, sales promotions could be used to make loyal fans feel more valued. Loyal fans who attend all her concerts or who brought her album could receive a small discount of their purchase of concert tickets.
London Fashion Week is not a ticketed event, therefore there is no need for them to use sales promotion. As there is no need, any promotion of the sale of tickets would be wasted on this event and would just cost the London Fashion Week money.
- Boone, L and Kurtz, D. (2002) contemporary marketing 2002. Thomson learning.
- Laspadakis, A. (1999) The dynamic role of sales promotions. In marketing communications:Principles in practice, Kitchen,P (ed.) International Thomson Business Press
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