Visit Florida IMC Topic ISales Promotions
Peter HayashidaLynn Maikke
Marketing 642Fall 2003
Outline
Background
Core Issues
Findings Recommendations
Critical Factors for Success
Impact on Competition, Market and VF
Background What is Sales Promotion?
Tools that stimulate increased frequency or quantity of purchase of a product or service among end-users and intermediates (the trade)
Generally focused on short-term results Advertising presents the case, sales promotions
provide immediate incentive to buy Can be used for:
Acquisition: e.g., free samples Retention/increased usage: e.g., frequent flyer programs
Prevalence Sales promotions have become increasingly
important within the marketing mix 10 years ago, 60:40 mix of advertising to sales
promotions Today, 65 – 70% of budget is promotions
Why? More accepted as an effective sales tool More product managers skilled in their use Greater pressure to increase current sales.
Types of Promotions Categorized by target audience:
Consumer promotions (free samples, coupons, discounts, prizes, loyalty programs, tie-ins, and point-of-purchase displays)
Trade promotions emphasize advertising, discounts, and display allowances
Business and sales force promotions involve trade shows and conventions, specialty advertising, and contests for sales associates
Types of Promotions Categorized by type:
Added-value promotions Give the consumer something in addition to
the product
Price Promotions Discounts, coupons, etc. PROHIBITED IN VISIT FLORIDA
VISIT FLORIDA Promotions Department
In-house Works with local and international
partners: media, retail outlets, and others
Assembles tour packages that offer advertising exposure to partners
Caveat: need to coordinate promotional message and themes with advertising
Findings In the absence of price promotions,
must focus on added-value promotions
Because of strength of ability to assemble packages, sweepstakes, prizes and giveaways have the most potential
Research Researchers Ward and Hill (1991) proposed
factors that maximize return Differentiate games of chance from games of skill Differentiate games with immediate payoffs from
those with delayed gratification Findings support games of chance (e.g.,
sweepstakes) where the payoff occurs at some point in the future Especially appropriate with a “big ticket” item like
a vacation package
More Research Consumers decide to participate
based on both intrinsic and extrinsic factors Perception of odds of winning and value
of the prize(s) are critical to their decision
More research later…
Recommendations VISIT FLORIDA should implement a
sweepstakes program Prize is seven-day vacation package to
one of several destinations in Florida (includes airfare and car rental)
Winners selected at random Time cycle should be long – full duration
of the VISIT FLORIDA campaign
Recommendations Individuals enter each time they visit the state
for a weekend or longer Focus on leisure, not business traveler
Participants initially complete a mail-in entry form with survey questionnaire
Entrants will rank several FLA destinations Prizes allocated more closely to winners’
preferences Provides data regarding most popular destinations.
Recommendations Each time participants visit for a at
least a weekend, they will receive an additional chance to win Allowing multiple entries from actual
visitors matches rewards with desired behavior
Favors most relevant population: frequent visitors
Critical Success Factors
Design and implementation are key Extra care to not lead participants re:
Value of prizes Odds of winning
Be as clear as possible Emphasize the randomness of winner selection Extra caution for multiple prize packages Indirect relationship between time horizon and
consumer disappointment All players receive a nominal token of value
redeemable in Florida
Alternative Game Format
Different types of games attract different types of consumers Scratch off game
Game piece is also a coupon Allows for a high level of control with a limited
number of tickets and a single winner Emphasize the randomness with a “Better
Luck Next Time” message
Implications for Competitors, Markets, and
VF Generic nature of sun-destinations
The number of brands has increased Consumers more price-oriented
Advertising efficiency has declined Rising costs, media clutter, and legal restraints
Differentiate VF as a destination of diversity Emphasize art, culture, and other outdoor
activities Sales promotions should supplement advertising with a
consistent message and themes
Maximizing Results General objectives of sales promotion
Attract new users Reward loyal customers (retention) Increase the repurchase rate of occasional users Attract brand switchers
Most effective when the product is superior VISIT FLORIDA sales promotion objectives
Induce consumers to visit the state for the 1st time
Promote greater consumer awareness Adapt programs to different consumer segments
Converting brand switchers to loyal users depends on the consumers overall “experience”
Questions & Discussion
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