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BEST PRACTICE: Promotional marketing

Promotional marketing or sales promotion is an inherent part of any B2B campaign. Edwin Mutton director general of the Institute of Sales Promotion (ISP), says: “Advertising will take the horse to water but sales promotion will make it drink.”

But what classifies as sales promotion? According to the ISP: “Sales promotion is a planned and implemented marketing activity that both enhances the product or service is appeal, and changes customer behaviour positively in return for an additional benefit for purchase or participation.”

It is, however, illegal in the context of promotional marketing for anyone to spend money for participation in a game of chance (Lotteries & Amusements Act 1976), although there are exemptions in certain charitable licensed promotions, the National Lottery being the most obvious. Otherwise promotions must either take a 'no purchase necessary' (NPN) route, 'buy-one-get-one-free' (BOGOF), competitions, free prize draws, instant win; or incorporate an appropriate degree of skill.