Sales promotion


Sales promotion work is done directly at the Point of Sale (POS), and is designed to motivate customers to buy. Your high-quality products and your brand help contribute to this. Present them perfectly with the help of packaging, product displays and decorations! They’re usually more cost-efficient than traditional advertising as well.

Definition of sales promotion

Sales promotion can sometimes also be referred to as merchandising in communications policies. Sales promotion describes all measures which promote sales through additional purchase incentives.

It often focuses on time-limited sales promotion tools which are pursuing a specified objective. Examples of sales promotional activities include the use of shelf-ready packaging for optimum product availability, tastings at the point of sale, advertising displays in secondary placements, promotional campaigns with product give-aways such as advertising items and similar.

Sales Promotion: Advent calendars as a promotional tool

Advent calendars have enjoyed high levels of popularity over the last few years and are used to promote sales in the pre-Christmas period. Brand manufacturers who keep sustainability in mind when devising their sales promotion campaigns, make use of natural materials such as corrugated cardboard. THIMM has developed and produced sales promotion items from offset-laminated E-flute. The internal structure of the sales promotion item was also made from corrugated cardboard and was easy for the consumer to dispose of after Christmas.


Sales Promotion: Tasting campaign in retail outlets

You can use tasting campaigns in supermarkets to convince consumers about your products. These types of sales promotion campaigns are frequently used for product launches. Ideally such sales promotion campaigns should also incorporate the brand and product elements.
For example, THIMM designed the taster stand for cheese producer Olmín to reflect its primary packaging. This also supports shelf recall. The high stability of the sales promotion item was ensured by a robust design made from sustainable corrugated cardboard.

Sales Promotion: Promotional packaging with advertising items

Promotional packaging is another form of sales promotion and which frequently contains advertising gifts or promotional products. Such sales promotional campaigns are run to coincide with specific events such as Football World Cups, company anniversaries, Christmas gifts in a campaign pack or for new product launches.

THIMM has developed and produced promotional packaging for beer bottles for the Ferdinand Brewery in the Czech Republic. This sales promotion item contains six beer bottles, a beer mug and merchandising items. The design of the beer mug means its carry handle also acts as a sales promotional item. Sales promotion also offers many different printing options to position the brand or tell a story.

Further examples of sales promotion through packaging and displays: