Promotion

Promotion is necessary for generating interest in and sales of a product or service. A complex and expensive part of the marketing mix, it involves communicating to customers and influencers such as peer groups.

How it works

The primary purpose of promotion is to boost sales by attracting new customers, while enticing existing ones to try out something new. Most companies use a number of communication activities to inform and remind their target audience of a product’s benefits . One of the long-term benefits of
communicating with customers is that it helps to build brand loyalty.

Customer service Provides customers with information about the product; offers updates and special deals.

Personal selling Interact with customers face to face and tailor sales messages to their needs.

Advertising Run ad campaigns
through media channels most likely to reach target market, and stick to budget appropriate for the product.

Direct marketing Send product offers and information directly to the potential consumer, via mail or email.

Sales promotion Entice customer with
offers, free samples, gifts, competitions, packaging, and point-of-sale displays.

Public relations Generate positive interest in the company by
sponsoring events and charities, or pitching news content to media.

Interactive marketing Build long-term relationships with
customers using twoway communication, especially online.

NEED TO KNOW

❯ Integrated Marketing Communication (IMC) Promotion of the same brand message across all media channels

❯ MarCom (Marketing Communication) Full range of promotional activities used to reach out to the market