Promotion is the communication aspect of the marketing mix. It is creating a channel for conversation with the targeted customer base. Every company should continually experiment with different ways of advertising, promoting, and selling their products and services.

Rule Number One of Promotion:

Whichever method of marketing and sales you are using today will stop working sooner or later. Sometimes it will stop working for reasons you know, and sometimes it will be for reasons you don’t know. In either case, your methods of marketing and sales will eventually stop working, and you’ll have to develop new sales, marketing and advertising approaches, offerings, and strategies. Relatively small changes in the way you promote and sell your products can lead to dramatic changes in your results. Depending on the stage within the product lifecycle, the promotional activities will have different objectives:

• Building Awareness
• Creating Interest
• Providing Information
• Stimulating Demand
• Product Differentiation
• Brand Reinforcement

Most businesses use a mix of channels to communicate their message rather than relying on one channel alone.

 

• Advertising

  Non-personal selling using mass media to promote product or service including TV, radio, magazines, newspaper, outdoor, ambient, online, mobile.

• Direct Selling

  Using your own sales team to present directly to prospective customers.

• Indirect Selling

  Presenting the product or service using the sales team or marketing efforts of partners or resellers.

• Sales Promotion

  Using special offers and incentives, samples, coupons, premiums etc. to drive increase in short terms sales.

• Events

  Presenting the product at exhibitions, conferences or webinars.

• Collateral Materials

  The creation of product literature such as brochures, sales kits, promotional products case studies and annual reports.

• Direct Marketing

  Using direct mail and telemarketing to reach a targeted contact list of prospects.

• Interactive Marketing

  Delivering messages using the internet, mobile or social media platforms (such as Facebook, Twitter or LinkedIn)

• Public Relations

  Using press releases to gain publicity – securing editorial space, as opposed to paid space, in print or electronic media.

• Sponsorship

  Paying another organisation to use your brand or logo to drive interest and raise awareness.

Ideas for how we might help...

• We could review your current promotion channels and compare them with those your competitors use.
• We could evaluate the leads, close rate and revenue generated by each of your channels and compare these with the costs.
• We could help identify new opportunities or channels you could consider or look to remove ineffective channels from your current mix.
• We could identify the optimum channels to drive international expansion and look at ways these channels might attract support.
• From this, we could help you refine your pricing strategy and perhaps adapt the product or service to drive growth, increase penetration and maximise profit.

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