Promotion Strategies, Essay Example

Overview

Promotion is one of the marketing concepts. It is the dissemination of information about a brand, product or company. Product promotion involves creating awareness, persuading, and also reminding the audience about the product at hand. There are several promotional tools that are involved when promoting a product that constitute the organization’s promotional mix. These are sales promotion, advertising, personal selling, public relations, sponsorship, exhibitions and trade fairs. A perfect and successful strategic promotion message is forceful, universal and clear. It is necessary to make a product or service, over time, known to the target audience.

Promotional Mix

Sales promotion includes all other forms of promotions except advertising, public relations and personal selling. These are competitions, couponing, free accessories, introductory offers, and soon. Adverting is communication that is ‘paid for’. It’s used to create awareness, transit information and develop attitude so as to gain a nod from the target audience. Personal selling is well trained sales representative meets the audience on the organization’s behalf. Public relations involve creating a good atmosphere with the public and also the ability to handle the negative comments successfully. Direct mailing involves the sending of publicity content to named persons in the organization.

Promotional Strategies

Media and Message Strategy

Message strategy refers to the organization’s ability to come up a message to deliver to the audience and how its will be conveyed, for instance, by the use of a slogan or logo. Media strategy refers to how perfectly the message is conveyed by the organization.

Pull and Push Strategy

In a pull strategy, the manufacturer creates demand of a product by focusing on creating awareness to the target audience. The product is pulled up the distribution chain forcing the retailers and wholesalers to stock it. A push strategy is where the manufacturer focuses the marketing energy on the wholesalers and persuades them to stock it. The product thus is pushed down the distribution chain.