Explain the importance of sales promotion and word of mouth as promotional tools. Sales promotion programs are designed to supplement personal selling, advertising, and public relations by creating enthusiasm. Many manufacturers decided that coupons were costing too much money and began cutting back. Sales aids such as flip charts, portable audiovisual displays, and movies. Techniques include samples, coupons, cents-off deals, displays, contests, etc.
Trade shows are important because buyers are able to see products from many different sellers.
Virtual trade shows, trade shows on the Internet, enable buyers to see many products without leaving the office. Sales promotion is an ongoing effort to maintain enthusiasm. Anything that encourages people to talk favorably about an organization is effective word of mouth. Clever commercials and samples can generate word of mouth. The best way, however, is to have a good product, provide good services, and keep customers happy.