Producing Professional Promotions: It takes a focused effort to motivate that sale

This column is a continuation of a three-part theme dealing with the changing environment and retail applications of concession stands in cinemas. The real implementation of a promotion comes in the form of presenting and promoting the newest arrivals on the scene. Promotions create activation, and that activation mediates your brand recognition, market segmentation, public relations, product launches and marketing strategies. These all play a role in transforming the customer experience from the past to the present and into future expectations.Before launching any promotion, the operator should understand want people want. Typically, there are three aspects to this: First, innovation—items that influence spontaneous purchasing behaviors. Second, content which lends itself to immediate actions/purchases. Finally, compensation–what is the reward for participating in the purchase? We’re talking about things like high-quality vessels, loyalty points, free goods and discounts—these lead the patron to participate in the promotional campaign. It could be as simple as the smell of freshly popped popcorn, or as complicated as refillable buckets for a period of time.What’s in it for the exhibitor when they engage in promotions? The idea is to produce higher sales and incidence. A secondary aspect of promotions is exclusivity, which identifies your franchise or brand… Read full this story

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