Direct marketing Personal selling How you integrate these elements depends on what you're promoting, the biases and preferences of the potential customers you're courting, general market conditions and your promotional budget.
The communications process will succeed if: You deliver a clear, compelling message. If the target-market customer cares most about saving money, your message should emphasize how this will happen.
You choose the most appropriate promotion method. To convey your message effectively, you must understand the best way to reach your target market.
If your key customers are manufacturers and you supply specialized equipment, communicating through an advertisement in a general interest consumer magazine will waste time and money. Advertising is any paid form of media communication.
This includes print ads in magazines, trade journals and newspapers, radio and TV announcements, Web-based visibility-building, and billboards. Advertising is a nonpersonal promotional activity because the seller has no direct contact with the potential customer during the communication process.
These activities promote a positive image, generate publicity and foster goodwill with the intent of increasing sales. Generating favorable media coverage, hosting special events and sponsoring charitable campaigns are examples of public relations.
A form of advertising aimed directly at target customers usually in their homes or offices that asks the receiver to take action, such as ordering a product, clipping a coupon, phoning a toll-free number or visiting a store.
Catalogs, coupon mailers and letters are common forms of direct marketing. Face-to-face communication between buyer and seller.
Hundreds of messages a day bombard your target market, but only a select few penetrate their consciousnesses. Of those, an even smaller percentage eventually lead them to act. You may want to communicate a range of messages to different markets.
You might air a TV commercial to reach consumers and place an ad in an auto magazine to reach mechanics. Without the proper promotional mix, you may squander your limited resources by taking a scattershot approach.
Promotion must advance your overall marketing plan and reinforce the dialogue you want to establish with the segments of the marketplace you covet most.
In their rush to expand, some fast-growth entrepreneurs fail to coordinate their marketing strategies with their specific promotional efforts.
You invest heavily on advertising or sales promotion, but you overlook quality control for your product or price it improperly. Determine Your Target Market The segment of people that needs, or would benefit from, your product or service is your target market.
Determine Your Objectives You must determine the response you want to elicit from your target market, such as motivating them to click on your Web ad or sign up for a free trial of your product.
Some entrepreneurs fail to define their objectives precisely. While you obviously want to increase sales, you need to decide the best way to build a relationship with shoppers.Public relations can almost be regarded as a bigger activity than advertising, because it relates to all the communications of the total organisation, whereas advertising, although it may cost.
A promotional plan is a valuable marketing tool when it comes to launching a new service or product or expanding your market reach into new verticals or demographics. Rhonda Rees is an award-winning veteran in the field of public relations. In her year career, she has represented a wide variety of clients, including authors, celebrities, Fortune companies, manufacturers, attorneys, politicians, financial planners, and nonprofits.
Digital Library > Defining and Serving a Market > Market strategy “How to Establish a Promotional Mix” You drive sales by promoting the benefits of your company’s goods or . The promotional mix refers to one of marketing mix’s 4Ps and consists of advertising, public relations, personal selling, and sales promotion.
It is defined as all the forms of communication that an organization uses to establish meaning for its product, or service, as well as a way to influence the buying behavior of targeted customers. Dr Alan Shaw is a Senior Lecturer and Marketing consultant focusing on a range of sectors.
His main interests are in strategy development, social marketing, digital marketing, advertising, consumer behaviour and marketing application.