7 Keys to Marketing Genius: Linking Sales Promotion
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
It is important that sales promotion activities are used in conjunction with advertising and public relations/publicity activities. So if you are going to promote a sweepstakes, place the details in an advertisement. Let’s say you are giving away a dream vacation. You could place an ad in a magazine with a sweepstakes entry form. The form should be coded so you know the magazine and the date and can track the effectiveness of the ad. The consumer is exposed to two IMC tools at the same time, which provides synergy. Promotions should also link to the product when possible. If you sell pasta, you could give away a trip to Italy; that also reinforces the authentic nature of your product. IMC tools work best when linked to each other as well as provide the manufacturer the ability to track consumer information.