Bowdin et al state that "sales promotion, sometimes called below the line promotion by advertising agencies because they do not receive commission on these activities, are those activities that use incentives or discounts to increase sales. Examples of sales promotion are family fun days at an event where families receive a group discount or a free bottle of fizzy drink when you buy a ticket. sales promotions have the ability to generate extra sales in particular target market sub segments".(Bowdin, G. Et Al.2001).
Fantastically put by Bowdin and crew but Guy Masterman really surmises it.
"Sales promotion can be an impressive tool and has consequently grown into a first choice for many events. its cost effectiveness can in some cases be readily evaluated against objectives and achieve both short term and long term impact on an event brand. it is, however, totally dependent upon other communications tools if it is to work. On the one hand, it is a natural bed-fellow for advertising, public relations, personal selling, sponsorship and direct marketing but, on the other , it relies on these other forms of contact as communication vehicles. The greatest sales promotions can not work unless target audiences are made aware of them.(Masterman, G.2006)
So now we know what we are talking about lets see what Hyper Japan and I.O.E.X have created using sales promotions with other businesses, sponsors, supporters and partners.
First off lets look at their websites to see if their are any of their own sales promotions on offer.
Hyper Japans website had an offer on tickets right up until the day before the day of its opening.
This sales promotion was based around discounted ticket price, offering tickets at £10 rather than the £14 official selling price, their where also adverts for cheaper tickets when bought in multiple or for group bookings.Tickets are now.
Hyper Japans website had an offer on tickets right up until the day before the day of its opening.
This sales promotion was based around discounted ticket price, offering tickets at £10 rather than the £14 official selling price, their where also adverts for cheaper tickets when bought in multiple or for group bookings.Tickets are now.
| SHOW OPENING TIMES: | Friday 24 February 15:00-21:00 Saturday 25 February 09:30-20:00 Sunday 26 February 09:30-17:00 |
| General Entry Ticket: | £12 (on the door £14) |
| Friday Ticket: | £6 (on the door £7) |
| Late Afternoon Ticket: | £6 (on the door £7) |
| (valid for entry between 16:00-20:00 Saturday and 15:00-17:00 Sunday ONLY) | |
| Fast
Track Ticket:
|
£14 |
Kids aged up to and including ten go FREE
(http://hyperjapan.co.uk/tickets, 24/02/2012)
As you can see there is still a discounted ticket price offer available when booking online or in advance also a pay on the door cost of £14. Interestingly their is a que jump or fast track ticket available at the cost of £14 this type of sales promotion has become evermore increasingly popular with event production companies as it has proved to be a lucrative source of income, I mean who wants to que these days!
OK so the type of sales promotions that are on offer here are what is called customer sales promotion. Customer sales promotions "sales promotions that are directly focused on the end-users are designed to provide a final reason why customers should select a particular brand over an other.( Masterman, G.2006)
Also "Sales promotion can inspire customers into action. (Masterman, G.2006) And "Discounts, gifts, premiums and prize promotions can not only be directed at single ticket buyers but also corporate hospitality clients for example."(Masterman, G.2006)
There are tickets for the sake and sushi awards which are taking place at Hyper Japan.
Here i will be looking at sales promotion offers from sponsors, partners and supporters or even public relations situations.
First up quite interestingly is an online anime news website which has no business links with Hyper japan, But is promoting cheaper tickets. The promotion actually navigates you to the Hyper Japan website, at the time Hyper Japan must have been selling the tickets at half price, an early bird type of sale( now the link just takes you to the updated website. Anyway take a look at this link which will give you an insight to what i am talking about. I would say this is a PR related sales promotion.
http://www.animeuknews.net/news/2731/tickets-for-hyper-japan-2012-spring-available
Below is some information copied from the Japan Center who are one of the major PR partners for Hyper Japan. Another use of PR to promote both business's.
http://blog.japancentre.com/2012/02/01/competition-hyper-japan-is-back-for-2012-and-we-have-tickets-to-give-away-again/#more-4121
Here i will be looking at sales promotion offers from sponsors, partners and supporters or even public relations situations.
First up quite interestingly is an online anime news website which has no business links with Hyper japan, But is promoting cheaper tickets. The promotion actually navigates you to the Hyper Japan website, at the time Hyper Japan must have been selling the tickets at half price, an early bird type of sale( now the link just takes you to the updated website. Anyway take a look at this link which will give you an insight to what i am talking about. I would say this is a PR related sales promotion.
http://www.animeuknews.net/news/2731/tickets-for-hyper-japan-2012-spring-available
Below is some information copied from the Japan Center who are one of the major PR partners for Hyper Japan. Another use of PR to promote both business's.
http://blog.japancentre.com/2012/02/01/competition-hyper-japan-is-back-for-2012-and-we-have-tickets-to-give-away-again/#more-4121
COMPETITION: Hyper Japan is Back for 2012… And We Have Tickets To Give Away Again!
Competition: Win a Pair of Tickets to Hyper Japan
Japan Centre are giving away a pair of
tickets to one lucky winner so they can join the fun and games at Hyper
Japan on Friday, Saturday or Sunday, you can choose which day! To
enter, all you have to do is tell us the answer to this question:
• What do you think is going to be the most awesome-tastic event at Hyper
Japan 2012?
Simply leave your answer
in a comment on this post, or if you prefer you can head over to our
Facebook
page and leave a comment on the post there. You can even
re-tweet your answer if Twitter is your social platform of
choice!
We will choose a random winner next week so make sure you
get your answer in as soon as possible!
Even if you don’t win our
competition, you can still buy tickets for the event at the Hyper Japan website.
But there has never been a discounted or promotional cost for these. This is probably based on knowledge of previous events that it would sell out anyway. Or just that it is such a prestigious event that Eat Japan the sponsors of the awards and Hyper Japan do not desire to devalue the the ticket price.
OK not bad Hyper Japan, Lets see what I.O.E.X have got on their website.
First of their is no cost for event industry professionals to attend the I.O.E.X so this means there is no revenue to be made from ticket sales. But just because their is no monetary value involved it does not mean that it is not a sales promotion. the free registration is a hidden sales promotion, promoting the event in a bid to raise sales of their partners and trade businesses at the event. This is creates bigger and better Public relations and should increase the footfall of potential event industry professionals. very clever marketing.
I.O.E.X charge the exhibitors for stands, so with that in mind i looked at he exhibiting information and found sales promotions aimed at the exhibitors. As you can see from the information below taken from the I.O.E.X website, there is a 25% discount to all members of supporting trade associations. This is a direct sales promotion aimed at a target group who have affiliation with the supporting associations and is almost a call to action for those who are not affiliated to become so, in a bid to gain a discount price.
Also look at what the price includes section, a real push on promoting what you get for your money.
Also there is a clear call to action for potential exhibitors with larger stands of over 20 meters squared to get further sliding scale discounts. another use of sales promotion.
Also there is a push for exhibitors to become launch partners to receive even better value packages. Again sale promotion in action.
OK, even though the exhibitors are customers to the I.O.E.X and fall under the Customer sales promotions, the exhibitors fall into both customer and trade sales promotion depending on what type of package they purchase. they also fall into the trade sales promotion due toe being intermediaries.
Trade sales Promotion" Intermediaries in the sales chain include retailers and distributors. The promotions can be received for the intermediary's own benefit or they can be received and then passed on to the end user in order to achieve this.(Masterman, G.2006)
Exhibiting Information
Rate card
Space only £285.00 per m² Shell scheme £315.00 per m² 25% launch event discount to all members of supporting trade associations. Further sliding scale discounts for stands over 20m² are available. Please contact mark.gordon@ubm.com to discuss. Price includes:
A number of even better value packages are available for launch partners wishing to take over 100m2. (Subject to discussion).  Dowload the sales
brochureRegister today for FREE entry When you click on the Download sale brochure you get a more comprehensive explanation of the above and direct contact links with marketing and sales managers at I.O.E.X Very clever sales promotion form both events, now lets look at what other sales promotions have been made available....... This was interesting, considering its free to get in to I.O.E.X Click the link to see how this sales promotion works!! http://www.majoreventsint.com/pub/news.php?mscID=2082 Here i will be looking at sales promotion offers from sponsors, partners and supporters or even public relations situations This was also some interesting sales promotion where a supporter of the I.O.E.X is selling space on their own stand and giving a discount to those who are affiliated. A good use of trade sales promotion. |
Special National Outdoor Event Association member offers:
- 2x2 metre stand on the NOEA Pavilion - £800
- 3x2 metre stand on the NOEA Pavilion - £1,000
- 7+ squared metres stand – 25% off Ratecard price
this information was taken from this link.
http://www.noea.org.uk/events.asp#22
Who did what? Well both events used sales promotion for their events, and in very similar ways, offering a discount to the customer in a bid to sell tickets or exhibitor space. There was a competition from Hyper japan and with the I.O.E.X there were incentives to book exhibitor space, free tickets for your clients who wish to attend and a discounted price on stand space if you are affiliated with one of the supporting associations.
There must of been much more sales promotion with the I.O.E.X/C.O.N.F.E.X than i have been able to find and that is because the type of sale promotion i am talking would of been between the exhibitors or sponsors and secondary product and services providers of them. This would of been a mix of internal and trade sales promotion and is much harder to detect as it is not advertised publicly and is done either behind closed doors or as a sweetener to get potential customers of the exhibitors to come down to the show, especially if the exhibitor is not from London and they desire for there'r potential London customers to pop down to try to close the sale.
http://www.noea.org.uk/events.asp#22
Who did what? Well both events used sales promotion for their events, and in very similar ways, offering a discount to the customer in a bid to sell tickets or exhibitor space. There was a competition from Hyper japan and with the I.O.E.X there were incentives to book exhibitor space, free tickets for your clients who wish to attend and a discounted price on stand space if you are affiliated with one of the supporting associations.
There must of been much more sales promotion with the I.O.E.X/C.O.N.F.E.X than i have been able to find and that is because the type of sale promotion i am talking would of been between the exhibitors or sponsors and secondary product and services providers of them. This would of been a mix of internal and trade sales promotion and is much harder to detect as it is not advertised publicly and is done either behind closed doors or as a sweetener to get potential customers of the exhibitors to come down to the show, especially if the exhibitor is not from London and they desire for there'r potential London customers to pop down to try to close the sale.
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