Handelspromotion

Handelspromotion, also known as trade promotion, refers to a set of marketing activities designed to encourage consumers to purchase a particular product or brand, or to motivate intermediaries such as wholesalers and retailers to stock and sell a product. These activities are typically short-term incentives used to stimulate demand.

Common methods of handelspromotion include price reductions, coupons, rebates, contests, sweepstakes, product samples, and loyalty programs. For consumers, these promotions aim to lower the perceived cost of a product or offer an added incentive to buy. For trade partners, promotions might involve trade discounts, cooperative advertising allowances, or sales contests for their salesforces. The goal is to increase sales volume, gain market share, introduce new products, or clear out excess inventory.

Effective handelspromotion requires careful planning and execution. Marketers must consider the target audience, the promotional budget, the competitive landscape, and the desired outcome. Measuring the success of these promotions is also crucial, often involving tracking sales data, redemption rates, and customer response. While powerful in driving short-term results, handelspromotion strategies are often integrated into a broader marketing mix that also includes advertising, personal selling, and public relations. The aim is to create a consistent brand message and build long-term customer loyalty alongside immediate sales gains.