TW573 - Sales promotion

Sales Promotion

A one-day workshop exploring the techniques behind creating successful sales promotion

Course content

Sales Promotion and it place in the marketing mix

• Where SP fits in with the communication disciplines
• How promotions work and why we use them

The Sales Promotion techniques and objectives

• The four propositions
• The six techniques
• The eleven sales promotion objectives

Legal and Code Issues

• The major legal issues (including the Gambling Act)
• How self regulation works and what the CAP code covers

Best Practice Administration & Compliance

• Ways in which things can go wrong and how to prevent it.

Evaluating Promotions

• Evaluating concepts
• Measuring Promotional Effectiveness
• Seven Habits for highly effective promotions

What you will learn

Delegates will

• Be more familiar with the various SP techniques and a number of best practice case studies, using cutting edge mechanics and media.
• Develop a better understanding of the importance of constructing promotions that conform to the legal and code of practice restrictions
• Appreciate the importance of best practice administration and how to go about conceiving and constructing an effective problem-free promotion.

Key benefits

• Individual will gain a good overview of the current promotions landscape and benchmark where their work fits as well as gaining increased confidence when approaching the devising and running of promotions, whether direct or via an agency.
• Organisations will gain by having delegates more aware of the benefits and best practice of promotions as well as a healthy appreciation of what can go wrong.

Who is the course aimed at?

An intermediate level workshop aimed at delegates of a variety of different experience levels but with some SP responsibilities/experience.

Facilitator

Chris Bestley, ISP Director of Education, using case studies from the ISP awards. Chris worked for over 25 years in the Promotional Marketing agency world before taking the role with the Institute of Sales Promotion. He has experience of running marketing campaigns for a wide range of products and services from Pet food to Pizzas and Pulp Fiction to Premium lager. He runs the ISP’s qualifications and courses and regularly lectures on promotions at the University of Westminster, the University of the Arts and the IDM.

Next steps

See details of our new legal seminars in the events section at www.isba.org.uk

COST OF TRAINING: £395 (£464.13 inc VAT)

TIME: 9.30am – 5pm

VENUE: ISBA, Langham House, 1b Portland Place, London W1B 1PN. Nearest tubes are Oxford Circus and Great Portland Street

FURTHER INFORMATION: Please contact Elvira Bagge at elvirab@isba.org.uk or call 020 7291 9020

Terms & Conditions

• All workshop bookings must be made in writing, by email or through our website.
• You will receive confirmation of your booking from ISBA. If you have not received confirmation of your booking by the day before the event, please contact the Events Team on 020 7291 9020.
• The cost of the course will be invoiced once your booking has been confirmed. Make all cheques payable to ISBA. We also take credit cards.
• Course fees must be paid in full prior to the date of the workshop.
• All cancellations must be made in writing.
• If a booking is cancelled within 14 days of the workshop date the fee will be payable in full and is not refundable.
• Cancellations received in writing more than 14 days before the workshop will receive a refund minus 20% of the workshop charge for administration.
• The full course fee will be charged if the delegate does not turn up on the day of the workshop.
• ISBA reserves the right to cancel, alter or reschedule any workshop. In the event of this happening you will be offered a full refund of your course fee.