Regardless of the specific prompt, every sales promotion is (or should be) a news event—and as such, must address the basic journalistic ques- tions: Why? What? When? Where? Who? How? When a manufacturer initiates a promotion, it often comes fully defined, with answers to all six questions already formulated. The manufacturer establishes pricing and sales incentives, defines the campaign theme, and produces mar- keting collateral—which may include a website landing page, ready-to-go email announcements, posts for the distributor’s Facebook and LinkedIn
94 the ELECTRICAL DIS TRIBUTOR • Aug. 17
www.tEDmag.com
sales p;omotions hSTRENGTHEN BONDS h S tra;egic r x
START WITH “WHY?” WHY DO YOU WANT to have a sales promotion? What is the prompt? Oftentimes electrical distributors’
sales promotions are conceived by suppliers eager
to bring new or improved products to market—
whether it is an existing market or one not previously
targeted. Of course, electrical distributors launch
sales promotions for internal reasons too: excess
inventory, a branch opening, the appearance of a
new competitor, seasonal events, special sales, etc.
special
REPORT
