Pull promotions target the consumer and aim to change there behaviour. Successful sales promotion that focus on using a ‘pull approach’ seek to gain new customers, increase the frequency or way in which existing customers purchase the product, all of which aiming to increase demand and therefore sales (Bendle et al. 2016).
Baseline Sales aims to measure regular sales activities from period to period to view trends in sales patterns to ensure if there is improvement in sales, it is due to the sales promotion and not just a peak in the regular trends (Bendle et al. 2016).
Incremental Sales identifies the effects of promotion to see the exact impact that the promotional effort improves sales of the product (Bendle et al. 2016). This helps an organisation evaluate the extent to which they rely on sales and may reveal they do not require sales as frequently to maximise profit.
Beyond this, they can also reveal the historic performance of sales and reveal trends to which may be the best time to make marketing efforts and which form of promotion worked best.
References:
Bendle, NT, PW Farris, PE Pfeifer & DJ Reibstein (2016) Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, 3rd edition. Pearson: New Jersey.
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