PROMOTION

• . Promotion is the part of

marketing where you
advertise and market your
product, also known as a
promotional strategy.
Through it, you let potential
customers know what you
are selling. ( DEFINITION
http://marketingmix.co.uk/
promotion/
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*Promotion includes all activities that involve
communicating with the customer about the
product and its benefits and features. (
https://www.cleverism.com/promotion-fou
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r-ps-marketing-mix/
)

*The communication aspect of the marketing mix

.
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*Through promotion, the company aims to
attract the customer’s attention and give
them enough information about the product
to foster enough interest to motivate them to
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purchase.(https://www.cleverism.com/
promotion-four-ps-marketing-mix/)
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 BROCHURE

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 BILLBOARD

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 MAGAZINE

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 POSTER

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There are five methods
that make up a
Promotional Mix

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Advertising – This mode of promotion is usually paid,
with little or no personal message. Mass media such as
television, radio or newspapers and magazines is most
often the carrier of these messages. Apart from these,
billboards, posters, web pages, brochures and direct
mail also fall in the same category. While this method
has traditionally been one sided, advertisement over
new media such as the internet may allow for quick
feedback.

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Public Relations & Sponsorship –
PR or publicity tries to increase positive mention of the product
or brand in influential media outlets. These could include
newspapers, magazines, talk shows and new media such as social
networks and blogs. This could also mean allowing super users, or
influencers to test the product and speak positively about it to
their peers. This type of advertisement may or may not be paid.
For example, sponsoring a major event and increasing brand
visibility is a paid action. Sending free samples to a blogger then
depends on their discretion and opinion and is not usually swayed
by payment.
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 Personal Selling –
Opposite of the one directional promotional
methods, direct selling connects company
representatives with the consumer. These
interactions can be in person, over the phone and
over email or chat. This personal contact aims to
create a personal relationship between the client
and the brand or product.

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 Direct Marketing –
This channel targets specific influential
potential users through telemarketing,
customized letters, emails and text
messages.

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 Sales Promotions – These are usually
short term strategic activities which
aim to encourage a surge in sales.
These could be ‘buy one get one free’
options, seasonal discounts, contests,
samples or even special coupons with
expiration dates.
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 TYPES OF
PROMOTIONAL
STRATEGIES
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 TYPES OF PROMOTIONAL STRATEGIES

A company may use different strategies to promote its

products. These can be broadly categorized as
push and pull strategies. Both strategies differ in how the
customer is approached.

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 Push Strategies
As the name indicates, this is when the product is taken to the
customer by the company. This is mostly used when the
product is an impulse purchase or if the company has an
established relationship with the customer base. Companies
may sell directly from their showrooms or at tradeshows etc.
Essentially, there is less need to create an advertising buzz and
more to make the product readily available at retail outlets and
showrooms. Push marketing may focus primarily on short term
sales.

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 Pull Strategies
In the opposite approach, there is an attempt to pull customers towards
the brand or product. Through mass media campaigns to sales
promotions and personal references, a company attempts to create
brand loyalty and attractiveness. Pull strategies may attempt to focus
primarily on long term brand loyalty then high sales in the short term. A
lot of media hype and mass campaigns are required to create sufficient
interest and encourage customers to seek out the product on their own.

Most companies will use a mix of these two strategies at

different points in time.

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 Advertising
It’s a key promotional strategy and can be done through
the following:

Radio
Relatively inexpensive yet very effective, radio
advertisement is a great way to reach local customers and
inform them about your business and products. The best
day to run a radio ad is from Wednesday to Sunday.

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 Television
If you want your advertisement to reach customers in regional or
national levels, television is the way to go, although it can be
more costly than the other options.

Print
Print advertisement can be distributed via direct mail or printed
materials which include newspapers, flyers, and trade and
consumer magazines. You can also send letters, contests, fact
sheets, brochures, and coupons to current or potential customers
across the whole country. Print advertisements let people know
what, where, when, and why they should buy your product.
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 Electronic
You can also advertise electronically through your company website and
provide important and pertinent information to clients and customers.
You can protect some parts of your website through passwords and
give access to member customers. You can also send advertisements
via direct e-mail as part of your promotional strategy.
Word of Mouth
They say the best advertisers are satisfied customers and the reverse
can also be said. When customers like or dislike your products, they tell
other people about it.
Generic
This type refers to advertising that does not mention or promote a
particular brand but the whole industry. You may have seen generic
advertisements for beef, pork, and milk.
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 Public Relations or PR
Public relations is usually focused on building a
favorable image of your business. You can do this
by doing something good for the neighborhood
and the community like holding an open house or
being involved in community activities. You can
engage the local media and hold press
conferences as part of your promotional strategy.

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 Personal Selling
You can employ salespersons to promote and sell
your products as part of the business
communication plans. These salespersons play an
important part in building customer relationships
through tailored communication. Personal selling
can be a bit costly, though, because you will need
to hire professional sales people to do the
promotion for you. But done right, the profit
gained could outweigh the cost.
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 Sales Promotions
This promotional strategy is done through special offers with a
plan to attract people to buy the product. Sales promotions
can include coupons, free samples, incentives, contests, prizes,
loyalty programs, and rebates. You might also want to educate
potential and current customers by holding trainings and
seminars, or reach them via trade shows. Some of the target
audience may be more receptive to a certain promotional
method than another. You can also do sales promotions by
setting up product displays during a public event or through
social networking at business and civic gatherings.
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The proliferation of the Internet has given birth to other
promotional channels that were not available before. E-
commerce has also changed the way companies and
customers do business. Social networking sites like
Facebook reach a very wide audience and putting up
advertisements through them may lead to more
customers. You may also want to promote your product
through other Internet advertisement channels like
Google’s AdSense.

http://marketingmix.co.uk/promotion/
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 IMPORTANCE OF PROMOTION
The role of promotion in the marketing mix is critical for
brands who want to ensure the right consumers are
reached and objectives are met. Brands can achieve this
by using strategic tactics to connect with consumers to
generate a response.
• Brand Awareness
• Provide Information
• Increase Customer Traffic
• Build Sales and Profits
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