Sales Promotions

After further research, I found that sales promotions are an important aspect to public relations as they augment the product and create more value for the customer. The audience feel they get 'something for nothing' which again takes the risk off the purchase (for instance of a theatre ticket), especially for those visitors with lower incomes. This is a short term tactical tool that plays an important role in long term promotional strategy.

Sales promotions encourage trial, attract new customers and disseminate information. Again, sales promotions have to be communicated with the media in order for them to be succesful. With the right tactics, such as reduced price offers, contests or cross promotions, it is easy to target possible audiences and unsavy audiences (who assume that an art institution and its existing members are elitist)

Here is a link to the V&A's promotional strategy for the current year:
http://www.vam.ac.uk/about_va/marketing/index.html