SUCCESSFUL SALES PROMOTION MANAGEMENT

Live-Online Training: N 210,000.00
Classroom Training: N 280,000.00
3 - 4 participants: 5% discount
5 or more participants: 10% discount

(Available also for Customised Training by Duration, Venue & Fee)

Course Contents

DAY ONE

Pre-Promo Ingredients

• Clarity of promotional programme through comprehensive proposals
• Objective - Consumer, Trade 
• Management - Out-source, In-house 
• Target - Trade, Consumer 
• Outlets - Wholesale, Retail
• Scope - Regional, National 
• Format i.e., Technique 
• Roles/Responsibilities Assignments
• Timing 
• Cost Elements

Connection with Sales Management

• Relevance of technique
• Appropriateness of materials
• Impact on sales figures
• Understanding of tasks and expectations
• Other recommendations.

Production of Materials/ Field Transfer

• Timelines of deliveries
• Stock items 
• Promotional items 
• Out- station transfers 
• Safety of Materials.

 Ground Activities

• Selection of outlets/Distributors (Set criteria)
• Loading of outlets/ Distributors
• Recruitment of promoters/Merchandises
• Training of promoters/Merchandisers
• Product knowledge. 

 DAY TWO

Promotion Proper

• Awareness creation exercises
• Media announcements
• Town storming
• Handbills/Posters/Banners
• Daily duration
• Merchandising - Dangles
• Shelf displays - Depth and Breath.
• Support from dealer 
• Adherence to programme through effective monitoring 
• Sustaining consumer enthusiasm.

Compilation of Data for Report

• Daily activity reports 
• Daily material reconciliation. 

Post Promotion

• Full Consolidated Reports
• Variances (Quantitative)
• Benefits/losses
• Learnings
• Recommendation for future events. 

Monitoring of Trends

• Volume sales 
• Shelf space/merchandising 
• Relationship
• Competition 
• General impact evaluation.

 DAY THREE

Failure Pills for Sales Promotions

• Lack of synchrony of mini-activities
• Buck passing 
• Selfish motives 

            -Sales target 

            -Special customer 

            -Subjective personnel recruitment 

             -Subjective reports (Not a failure syndrome)

• ​Complexity of report

               -      Lack of simple report formats

• ​Lack of buffer promo materials

               -      Short-cuts

• ​Others
• Poor product forecast
• Over promise to lure customers 
• Natural events (Bomb, Death etc.)