Your product is as good as you can manufacture it. Your sales organization is humming. Your ad campaign is effectively reaching your target markets. But there is still a nagging feeling you ought to be doing more.
You may need a carefully crafted sales promotion, designed to reach and motivate a specific segment of your distribution chain. America's most successful marketers use promotions like football teams use cheerleaders -- to build enthusiasm at critical moments in the campaign.
Promotions aren't just for consumers. Sales are often built simply by developing a promotion to motivate the sales force. And trade programs like dealer loaders or even dealer sweepstakes can work effectively to keep the pipeline filled.
We see these consumer categories as having significant success potential in the years to come:
Cause Marketing By tying into a meaningful cause, companies across America are seeing bottom line sales increases along with enhanced goodwill from these associations.
Sports Event Marketing Americans are sports maniacs. The sports fan market is estimated at over 100 million people. From the local charity golf tournament to the pro football stadium promotion, cagey marketers are winning with sports-oriented events.
Ecotourism Americans can't wait to tour, everywhere from tropical forests to remote mountains, with the objective to both see and save endangered habitats. More than 5 million Americans "ecotoured" in 1990.
A good promotion begins with a big idea. But execution is the key to success. Combine the right big idea with appropriate execution, and you've got sales energy.