Abstract

The paper examined sales promotion strategies and sales performance of telecommunication in Benin City, Edo State. The Specific objectives of the study are to evaluate the impact of discount offers on sales performance; assess the effectiveness of promotional events on customer acquisition; analyze the influence of advertising campaigns on brand loyalty among customers of telecommunication firms in Benin City. The population was made up of 200 staff. The sample size of the study was 120 respondents. The study employed descriptive statistics such as table, simple percentages, and chi-square for analysis of data. The study found that discount Offers (DCO) has a significant positive effect on sales performance; Promotional Events (PTE) has a strong positive relationship with sales performance; Loyalty Programs (PLT) has a significant positive effect on sales performance and Advertising Campaigns (ATC) does not significantly contribute to predicting sales performance in this model. Based on the research work, the following recommendations are made: Implement attractive and tiered discount offers that cater to both new and existing customers, ensuring they feel valued and incentivized to purchase. Plan interactive promotional events that resonate with customer preferences to boost brand visibility and foster deeper customer engagement. Create loyalty programs that offer customizable rewards, allowing customers to choose benefits that align with their preferences and enhance their emotional connection to the brand.