Your CMO (Chief Marketing Officer) has suggested a promotion that consists of a contacting purchasing agents and offering them several options. Your CMO says that all of the approaches listed are being used by your competitors in one form or another. Since purchasing agents participate in the vendor decisions for information systems, this may be a way of distinguishing your product and present some new opportunities.
Options are given below. Can do as many as you want.
- Offer a small gift (value $25) to the first 2000 purchasing agents who make an appointment with one of your sales people. Cost: $50,000.
- Offer a small gift (value $50) to the first 1000 purchasing agents who make an appointment with one of your sales people. Cost: $50,000.
- Use a prospects mailing list to send a holiday gift (value $75) to 650 sales managers. Cost: $48,750.
- Host a party for purchasing agents at a trade show that is scheduled in two months, and offer complimentary items (items valued at about $75). Cost: $65,000.
- Offer any purchasing agent a long weekend at a resort if his/her firm purchases any of your products or services. Cost: $70,000.
- Offer any purchasing agent's child or relative college tuition for a year. Cost: $40,000.
- Do not offer purchasing agents any gifts or incentives at this time.