During your time as a business owner, you may have heard the terms promotion and promotional marketing and developed a vague idea about how they could help your business.
Many busy entrepreneurs and company owners just don’t have the time or expertise to properly develop a promotions strategy for their business.
However, if you don’t take the time to implement a promotional strategy into your marketing plan, you will be missing an important and profitable way to increase awareness of your products and services.
Below we will take a look at exactly what a promotion means from a business standpoint and what steps you can take to see an improvement in rank or position for your products and services.
What is a Promotion?
A promotion is a marketing activity that has the particular aim of sharing knowledge and raising customer awareness of a particular product, brand, service, or company. In many cases, the promotion will be crafted for a company by an expert service that knows how to make the most effective impact with target demographics and audiences.
How Do Promotions Differ From Stright Forward Marketing?
It is easy to get the meanings of promotion and marketing confused because they are closely connected and have similar overall objectives for your company. However, the terms actually describe two different processes.
What does Marketing Mean?
Marketing describes the overall process of the development, advertising, and distribution of the product or service. This involves customer research, competition analysis, pricing decisions, product testing, product placement in a target store, and distribution of products.
What Does a Promotion Mean?
Promotion is an activity that falls under the umbrella of marketing but concentrates on the process of communicating with your target potential customers. A promotion will be created to expertly present your product to create interest and demand and help to differentiate it from other products already on the market.
It will allow you to communicate with your customers and convince them why they need your product or service and why they should choose your company over other options.
A promotion strategy will contain all the plans, techniques, and steps required to successfully sell your product to your target customer base.
What are the Aims of Promotion and Promotional Marketing?
The aims of promotion will be clear and involve the below:
- An Overall aim of promotion for a product or service.
- The improvement or development of a company or brand image.
- Direct communication to target customers.
- Differentiation of your company, product, or service over the competition.
- The convincing information, persuasion, and offers which will convince potential customers to become paying consumers.
The ultimate aim of the promotion of a product will involve convincing and guiding your customers to the point that they decide to make a purchase. As such it will be one of the most vital parts of your company’s marketing strategy.
What are the Different Types of Promotion?
Within the banner of promotion, there are different approaches that may be more or less appropriate according to a product or target demographic. These include:
Promotion Through Advertising
This involves the promotion of a product or service with the aim of making it recognizable and memorable to customers. It will be expertly created to appeal to the target audience of the product and company and based on specific and detailed research.
Direct Marketing Promotion
Direct marketing is another type of promotion that is a way of building direct relationships with customers. You will mostly be engaging with people who have already expressed an interest and engaged with your brand, for example, through social media, email, or a text marketing campaign.
A Sales Promotion
A sales promotion is aimed at increasing sales and encouraging new customer interest through the use of discounts, samples, free shipping, and trial prices.
Public Relations Promotion
A public relations promotion aims to build up a positive image of a brand which makes it more attractive and appealing to target customers. Promotion experts will analyze the current image of a product brand, or company and work on a promotion strategy to improve or enhance this.
For example, a brand may engage in a public relations promotion if they have recently seen a scandal hit the headlines and want to rehabilitate their brand in their customer’s eyes.
A Personal Selling Promotion
This is one of the most effective forms of promotion when approached properly. A personal selling promotion will involve one-to-one direct communication with carefully selected potential customers. Because this form of promotion is approached on a person-by-person basis, it is also one of the more expensive approaches for a company to make. But to the right company, it can be an effective way of garnering high-value sales.
What is a Promotion Strategy?
There are various different types of strategies when it comes to the promotion of a company or brand. A marketing promotion company will be able to guide you on the best type of promotion for your products and customers.
Email Marketing Promotion
In an email marketing campaign, you can engage with and advertise to customers and potential customers who have subscribed to your emails.
In a weekly newsletter, or a flash sale email you can increase sales, improve customer retention and advertise new product lines with offers, discounts, social proof, and product-related advice.
Examples of email promotions include flash sale notifications, email reminders about abandoned cart purchases, loyalty reward emails, and countdown to events emails.
Promotion Through Social Media Marketing
There is no denying the power of social media in today’s world of e-commerce. Social media channels such as Meta, Instagram, and TikTok can turn out to be some of the most effective ways to promote your brand!
But navigating the world of social media to make sure you are targeting your customer demographic, using the right approaches, and getting a decent ROI can be difficult for those not in the marketing world.
Examples of social media promotion include product announcements, social proof posts, customer review posts, posts about company social initiatives, and engaging stories and reels. You can also sell directly on many social media platforms or include links to your e-commerce website.
Content Marketing Promotion
Promotion should be a regular and ongoing part of the overall online strategy of your company. Creating content that your potential customers will find interesting, engaging, helpful and will encourage them to investigate your products and services more.
The aim of content should not be just constant selling, as customers are likely to find this off-putting. Instead think about blog topics, guides, and helpful FAQ articles you can provide which are concerned with your particular market niche.
Promotion Through Referrals From Friends and Family
Your customers are likely ot have more faith in the recommendations of friends and family over that of a corporation. That is the reason that encouraging your current customers to promote your products to their friends through referral codes is so effective. Referral marketing promotions will often offer existing customers discounts and gifts if they recommend the company to others.
This can help to improve the sales of products, increase awareness of your company and improve the retention levels of your current customer base.
Promotion Through Influencer Marketing
As we noted in the description of social media marketing above, it is a very powerful tool to promote your products and services. For this reason, lots of companies build relationships with online influencers who have a following that may be interested in their products.
If you have a social media account, you may be familiar with this type of promotion. Whereby influencers describe their experiences of using products, emphasize the benefits, and then offer followers a discount code so they can try the product themselves.
Where can You Find A Professional Promotion Company in South Africa?
For more information about the effective promotion of your brand or product and how it can help to improve your company profits, get in touch with JR promotions today. Our marketing experts are specialists in developing profitable online and in-store promotions of brands and services.
Contact us today to learn which promotional approach will be more effective for your company.