Promotional marketing is focused on raising sales, which is achieved through the following:
1. Working on raising brand awareness;
2. Engagement of new clients;
3. Informational education of the clients.
Promotional marketing performs certain functions:
- Informational education of the clients about a product/service
Your product or service may be outstanding and irreplaceable due to its competitive advantages, it can be extremely innovational and advanced, but what’s the point in it if your customers are not aware of its functionality? It seems useless until your clients don’t know about a product/service. Informing your customers about your novelties is very important function of promotional marketing.
- Creating brand awareness
Your clients are to be aware of your brand. For example, when you hear «soda», you think about Coca Cola, when you hear «search engine», you associate it with Google. It means that these brands managed to be popular and aware of. Be creative and unusual while raising brand awareness.
- Products’ fame maintaining
Don’t be afraid to remind the customers about the importance and necessity of your product/service, otherwise you will be forgotten. For example, nobody can forget about Coca Cola before New Year due to the song «Holidays are coming».
- Expensive products promotion
Price of a product is no longer a key point while buying in case your product/service has a new and advanced functionality of high quality. For example, housewives are informed that new frying pans by Tefal are expensive, and they are still eager to buy them. Why? Because these frying pans are the first to have a replaceable handle, and it keeps from thinking of enough place for them.
- Positive information about your company
If a product of middle-quality, has a high price, but bad reputation or perception among the clients, neither sponsorship, nor any social projects will be helpful. Take care of hidden advertising.
There are 3 main ways of promotional marketing:
People get to know about useful qualities of the products through advertising. The effectivity of advertising if defined by the evaluation and advantages of promoted products. If a consumer sees no such information, the use of advertising falls. Besides, it should be easy to remember to create brand awareness.
2. Direct sales
Shortly, if a product is of high quality, not very expensive, but a sales agent (seller) is impolite, not interested in communication with a customer, the product is not likely to be bought. A seller is to provide a customer with the «last» argument why he should buy a product.
A seller can be:
In first case, aggressive sales are implied, when a seller is aimed just to sell and that’s all.
In second case, a seller is interested in client’s needs and is willing to satisfy them. He wants to cooperate with a buyer and to help him.
This is a kind of public relations, not personal and a demand stimulation through important and image information promotion that is not paid by a sponsor. The goal is to attract attention of prospects without spending money on advertising.
The most popular ways:
- Public speaking. It is observed when representatives of the company take part in opening some events, their greeting words, etc.
- Events. Briefings, seminars organizations. Participating in exhibitions, competitions, etc.
- News. Mass media informing about the products, novelties of a company.
- Publications. Brochures, annual reports, articles used as methods of influence.
Keep in mind this information to promote your goods correctly!