Different Methods For Sale Promotion Applied By BTL Companies

The terms of the promotion below the line 'or communications refers to forms of non-media, not even the means of advertising. Below the line promotions are becoming progressively more important within the communications merge of many companies, not just those concerned in consumer goods but also for industrial products.

Some of the methods in which companies do BTL (below the line) promotions are exhibitions, sponsorship activities, public relations and sales promotions like giving gifts with products, trade discounts to dealers and customers, offering prices decreased to the products, giving coupons which can be substituted later, etc.

Below the line sales promotions are short-term incentives, largely aimed at consumers. With the increasing pressure on the marketing team to achieve communication objectives more proficiently on a limited budget, there has been a need to know more efficient affordable methods to communicate with target markets. This has led to a change in the mainstream media as advertising. Below are some of the methods of below the line sales promotion followed by BTL communication companies.

1. Promotions of price
Price discounting another name for price promotions and these promotions can be done in two methods:
(1) A discount of the normal retail price of a product, or
(2) More products at regular price.
On the other hand, price promotions can also have a negative effect by spoiling the brand reputation or just a temporary boost sales (in discounts), followed by a pause when the discount was discontinued.

2. After price promotion come “Coupons”
Coupons are another, very versatile way to offer a discount. Consider the following examples of the use of coupons:
- In a package to give confidence repeat purchase
- In coupon books sent in newspapers letting customers to redeem the coupon at a store
- A cut-out coupon as part of an ad
- On the back of till receipts
The main objective with a coupon promotion is to maximize the redemption rate - this is the proportion of customers actually using the coupon.
It must be ensured when a company uses coupons that retailers must have a sufficient stock to avoid customer disappointment. The use of discount promotions is often best for new products or perhaps to encourage sales of existing products that are slowing down.

3. Gift with purchase
The "gift with purchase" is a common method of endorsement. In this scheme, the client receives more alongside with the usual good acquired. Works best with
- Subscription-based products (e.g. magazines)
- Consumer luxuries (e.g. perfumes)

4. Competitions and prizes
This is a significant device to boost brand awareness amongst the target clients. It can be used to boost sales for short-term and ensure usage among first time users or customers.

5. Money refunds
Here, the customer receives a reimbursement of the money after submitting proof of purchase with the manufacturer. Customers often view these programs with some suspicion - especially if the method for obtaining compensation looks unusual or onerous.

6. Regular user / incentives
Repeat purchases can be stimulated by regular user incentives, possibly the best examples of this are the lots of regular flyer or user schemes used by airlines, trains, etc.

7. Point-of-sale displays
Shopping habits are altering among the people living in metropolitan cities. People wish big retail outlets like Big Bazaar then local shops. Most buying decisions are made by virtue of the sample of outlets in these outlets.