Sales promotions are used by the smallest mom-and-pop storefront to the most sophisticated consumer product marketer—and everyone in between. Unfortunately, not many sales promotions are done well, and most marketers and managers know that. How to Sell More Stuff tells executives, agencies, internal departments, entrepreneurs, and students alike how to close sales by influencing immediate customer behavior through an array of promotional techniques, including sweepstakes, tie-ins, coupons, events, and more.
Authors Steve Smith and renowned Professor Don E. Schultz give readers a fact-filled how-to handbook that covers the entire sales promotion spectrum clearly, concisely, and completely. Professor Schultz introduces each chapter with an insightful, analytical perspective, and then the authors show readers:
• How to choose the right tactic from over 100 options, reviewing descriptions, advantages, and disadvantages
• How to budget the program
• Pitfalls, cautions, and opportunities
• How to put it all together with procedures and checklists
• Examples of leading promotions from Campbell Soup, General Mills, Stanley Tools, and Procter & Gamble
Every business wants to increase sales—from small businesses to agencies to corporations to sales organizations to B2Bs. With How to Sell More Stuff, Smith and Schultz show them how to pick the right promotion to meet their needs and execute it flawlessly to achieve the desired results.
Steve Smith has been immersed in promotional marketing for 25 years. He’s been vice president–creative director and vice president–account supervisor with some of the largest advertising and promotion agencies, serving Fortune 500 brands from virtually every business category—Coca-Cola, 3M, Burger King, Kraft, Target, Gibson guitars, and others. He’s a Reggie and One Show Silver winner. In 1998, Smith established his own consulting and creative company serving major agencies and companies.
Don E. Schultz is considered by many to be the foremost authority on promotional marketing and integrated marketing communications. He is professor (emeritus-in-service) at the Medill School of Journalism, Northwestern University, as well as president of Agora, Inc., a marketing communications consulting firm, and the author and coauthor of 13 books, including Essentials of Sales Promotion. Schultz is a promotional marketing pioneer who was key in turning a display and premium business into the sophisticated, strategic marketing discipline it is today.