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    Sales Promotions: The Dynamic Manager's Handbook Of 23 Ad Campaigns and Sales Promotions You Can Use
    Sales Promotions: The Dynamic Manager's Handbook Of 23 Ad Campaigns and Sales Promotions You Can Use
    Sales Promotions: The Dynamic Manager's Handbook Of 23 Ad Campaigns and Sales Promotions You Can Use
    Ebook83 pages53 minutes

    Sales Promotions: The Dynamic Manager's Handbook Of 23 Ad Campaigns and Sales Promotions You Can Use

    By Dave Donelson

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    About this ebook

    Promotions can give your company a short-term boost in sales or a long-term path for revenue growth. Each of these promotion and advertising ideas includes a description of the markets in which it works best, a step-by-step outline for executing it, and dozens of helpful do’s and don’ts from the businesses that developed them. They range from one-shot weekend events to year-long image-building campaigns.

    LanguageEnglish
    PublisherDave Donelson
    Release dateOct 30, 2010
    ISBN9781452317328
    Sales Promotions: The Dynamic Manager's Handbook Of 23 Ad Campaigns and Sales Promotions You Can Use
    Author

    Dave Donelson

    Dave Donelson’s world-roving career as a management consultant and journalist has led to writing and photography assignments for dozens of national publications. The Dynamic Manager's Guide series is based on his work with hundreds of business owners and managers as well as his own experiences as a successful entrepreneur. He is also the author of Creative Selling: Boost Your B2B Sales and two novels, Heart Of Diamonds and Hunting Elf.

    Read more from Dave Donelson

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      Book preview

      Sales Promotions - Dave Donelson

      Sales Promotions

      The Dynamic Manager’s Handbook Of

      23 Ad Campaigns And Sales Promotions You Can Use

      By Dave Donelson

      Donelson SDA, Inc., Smashwords Edition

      Copyright 2010 Dave Donelson

      ISBN: 978-1452317328

      A note from the author

      The Dynamic Manager Handbooks are for entrepreneurs, managers, and others who want to succeed in small business by learning more about management techniques, operations, and best practices. Each volume in the collection is devoted to a single topic. The material was extracted from the Dynamic Manager Guides, my series of books based on my experiences as a business journalist, consultant, and entrepreneur.

      Table of Contents

      About These Marketing Ideas

      Idea 1 – The Distance Discount

      Idea 2 – Neighborhood Bulletin Board

      Idea 3 – Satisfied Neighbors

      Idea 4 – The Hands-On Marathon

      Idea 5 – How To Buy Anything

      Idea 6 – Frozen Ropes

      Idea 7 – Safe Kids

      Idea 8 – The Weekend Media Extravaganza

      Idea 9 – Real People

      Idea 10 – Life Stages

      Idea 11 – Brought To You By

      A Dozen Holiday Promotions

      About Dave Donelson

      About These Marketing Ideas

      The Dynamic Manager’s approach is short on theory and long on successful practice—and this book is no exception. It’s not a textbook about why, it’s a description of how. This book is about specific advertising ideas you can use right away. It contains nothing but promotional advertising campaigns to build profitable sales for your small business.

      These particular promotion ideas were collected during my work in media sales, consulting, and training. Each one was developed to fulfill the needs of an actual client. They’ve been tested, refined, and re-tested in the real world by local businesses from coast to coast. I can’t honestly say that I created every detail of every one of these ideas. Many of them were hatched in brainstorming sessions that I led as part of my training programs and seminars. As such, they were the result of collaboration with hundreds of salespeople and their managers. The brainstorming sessions have always been one of the most popular segments of my courses—with both the participants and with me.

      I also served as sort of a Typhoid Mary of promotion ideas, carrying the germ of the ideas from market to market as I worked with various clients. This part of the process did two things: it eliminated the less-than-successful ideas and it honed the best ones to a sharp edge. These promotion ideas represent the best of the best selected through that ruthless process.

      Each promotion idea includes a description of the market situation in which it works best, a step-by-step outline for executing it, and examples of what types of businesses have used it and how they’ve made it successful. You’ll also find some helpful do’s and don’ts and some insider tips on how to work with media reps and other vendors to get what you need without paying more than you should.

      Done right, every one of these promotions will be successful because:

      The customer hears about it—through advertising, news coverage, or word of mouth.

      The customer remembers it—because it’s different from what everyone else is doing.

      The customer likes it—because it offers benefits and value that appeals to them.

      Like everything else a manager does, designing and executing promotions and ad campaigns take a little extra work and usually entail spending some money. But, as you’ll find as you examine these ideas, you’re not necessarily alone—even when it comes to paying for your promotion. You can look for help in that department from two sources, vendors and the media itself.

      Depending on the promotion, of course, many vendors will kick in a little extra merchandising money if their products can have a featured position in the promotion. Some of these advertising ideas lend themselves to multiple vendor participation, which can significantly lower the cost. The local media may also add some support, too, in return for a share of the budget to advertise some of these promotions. Theirs may come in the form of an offer to barter extra ad time for prizes or free promotional announcements that are added to your schedule in return for sponsorship participation. In either case, the best way to find out what the vendors and media will do for you is to describe your idea and see what kind of support they offer. I suggest beginning the negotiations without asking for something specific. You might be very pleasantly surprised at what they come up with on their own.

      The most important thing to do as you consider these advertising ideas is to keep an open mind. Not every one of them will be right for your company, but some variation or off-shoot may be just what you need to pump up your sales in the short term or build your customer base for the long.

      So use these ideas as starting points. Give

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