Verkoopbevorderende Acties
Belangrijkste punten:
Verkoopstijging van 12-43%
Verkoopbevorderende acties kunnen de verkoop aanzienlijk verhogen, afhankelijk van de timing en doelgroep.
5 Hoofdtypen Acties
Cashbacks, BOGO (Buy One Get One), coupons, loyaliteitsprogramma's, en samples zijn de belangrijkste typen promoties.
Creëer Urgentie en Verhoog Productwaarde
Acties creëren een gevoel van urgentie en verhogen de waargenomen waarde van een product.
Timing en Doelgroepkeuze
Goede timing en de juiste doelgroepkeuze zijn cruciaal voor het succes van promoties.
Risico van Verkeerde Inzet
Onjuiste inzet van promoties kan de merkwaarde schaden en winstmarges aantasten.
SBJ: Uw Partner voor Effectieve Verkoopbevorderende Acties
What are sales promotions?
Sales promotions are clever marketing tactics used by companies to encourage customers to buy products. They are temporary offers that make a product or service extra attractive. Think discounts, two-for-one promotions or giving away free samples. These promotions make customers decide to buy something faster. They work because they respond to our need for a good deal. Everyone likes to feel they are getting extra value for their money.
The psychology behind sales promotions
Why do sales promotions work so well? It has everything to do with how our brain works. When we see an offer, all sorts of things happen in our heads:
- We feel time pressure when an action is only valid for a short time
- We don’t want to miss an opportunity for a good deal
- We think we are getting more value for money
- We feel smart when we buy something at a discount
Our brain also produces certain substances when we find a good deal. This produces a pleasant feeling, making us even more likely to buy. Especially the idea that we could miss out on something if we don’t act fast is a strong driver.
Different types of sales promotions
There are many different types of sales promotions. These are the most common:
- Cashbacks: The classic of promotions. Transferring part of the purchase price back after purchase.
- Two-for-one promotions: Also called BOGO (Buy One Get One). You buy one and get one free.
- Discount vouchers: Paper or digital vouchers that give customers discounts.
- Loyalty programmes: Save for discounts or extras on your next purchase.
- Free samples: Giving away small quantities of product for people to taste or test.
Each type of action has its own advantages. Some work better for certain products or customers than others.
The impact on buying behaviour
Sales promotions change how people buy. You can see this in different ways:
- People buy more at a time to take advantage of the offer
- They try out new brands they would not otherwise buy
- They buy earlier than they intended
- They are more likely to make impulse purchases
Young people in particular are sensitive to promotions. They are more likely to buy something on sale, even if they don’t really need it.
Timing and planning of promotions
The timing of a sales promotion is very important. Good planning takes into account:
- The season – some products sell better in certain seasons
- Holidays and special days such as Black Friday
- Stock available
- What the competitor does
- The buying behaviour of the target group
The wrong timing can cause a promotion to fail. For example, if you put winter coats on sale when spring arrives, fewer people will be interested.
Measuring success
It is important to know whether a sales promotion is successful. You can measure this in several ways:
- How many extra sales the campaign generated
- Whether new customers were added
- What the action cost and what it raised
- Whether customers were satisfied with the promotion
- Whether customers come back for normal purchases after the promotion
By measuring well, you can make subsequent actions even better.
Disadvantages and risks
Sales promotions also have drawbacks to consider:
- Customers may get used to discounts and no longer want to pay the normal price
- Too many actions can damage a brand’s image
- If everyone does promotions, they don’t work as well
- Actions cost money and can reduce profits
- Some customers only buy during promotions
It is therefore important to use sales promotions smartly and in moderation.
The future of sales promotions
Sales promotions change with the times. Here are the latest developments:
- More personalised offers via apps and email
- Smart prices adjusted automatically
- Actions responding to sustainability
- Using social media for promotions
- Combination of online and offline actions
Service Bureau Jansen has years of experience in setting up and executing successful sales promotions.
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Frequently asked questions
How long should a sales promotion last?
It depends on the target and the product. Usually an action lasts a few days to a few weeks. Actions that are too long lose their effect.
Which type of sales promotion works best?
This varies by product and target audience. Price discounts often work well, but can also affect brand equity. Test different types to see what works best for your situation.
How often can you use sales promotions?
Not too often, or customers will get used to it. A good guideline is to limit big promotions to a few times a year.
What does a sales promotion cost?
Costs depend on the type of promotion and scale. Don't just calculate the discount, but also costs for marketing and execution. Service Bureau Jansen can help create a realistic budget and execute your promotion.
Can a small business also do sales promotions?
Sure! Even small businesses can create effective campaigns. Start small and measure the results. Choose actions that fit your budget and target audience.
