How to do a sales promotion ?
Initially, we are going to present the stakes and the opportunities linked to the promotion. Let’s start with the effects contrary to the objectives of the promotion, there are what we would call perverse effects of promotions, i.e. promotional overkill, trivialization of the product or service (same for the brand image). Speculative attitudes can be easily developed, and therefore it can rather generate resistance. To achieve a virtuous promotion, it requires a market research focused on the different forms of customer sensitivity. And a company that performs good practices will be able to anticipate customer needs, satisfy their expectations, eliminate customer fears. And their after-sales service will be able to deal with the aspects of persistence.
What is promotion?
What types of promotions are available?
How to promote?
1) Have a product or service
2) Identify your audience
3) Configure your message to that audience
4) Select the communication channel
5) Collect feedback
6) This may be free as there may be a need for a budget
7) Establish the promotion that does not unbalance the marketing mix
8) Take an action
Nowadays, promotion is done with many mistakes. Many others are repeating the same mistakes. Let’s paraphrase ‘Seth Godin’: Marketing is not : spam, mass or shame. He says and we quote: Shameless marketers are embarrassing the rest of us. Marketing doesn’t have to be selfish to attract customers and drive them to action.
- Increase the brand awareness ;
- Provide qualified Information;
- Increase Customer Traffic ;
- Build Sales and Profits.
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