Wednesday, 17 September 2014

Promotion and Marketing Communications in your marketing mix

This week – fruitsofsuccess- is celebrating with a Marketing Week. There will a new post each day on a marketing related topic . Today’s subject is....

Promotion ( Marketing Communications)

Marketing communication will have one or more of these objectives:

·         To obtain orders directly

·         To pull through business

·         To generate leads and enquiries

·         To launch new products or market segments

·         To differentiate from the competition

·         To create or maintain an image

·         To create, maintain, or increase product awareness

·         To provide information

Here are ten main avenues of marketing communication open to a company to promote its products or services.

Large poster sited at a railway platform
MEDIA ADVERTISING comprises use of the Press, Television, Commercial Radio, Posters and the Cinema.  This is usually known as 'above the line' expenditure or media-purchasing activity.  Don’t forget the ‘You Appeal’ – i.e. define the customer outcomes and motivators, rather than lead with your own story.











PUBLIC RELATIONS is any publicity via Press, TV or other medium which is not directly purchased by a company.  Public Relations is not only concerned with communication to achieve a direct marketing result but also for the wider purpose of creating a favourable climate or attitude towards a firm as a whole.  Not only consumers but also employers, shareholders and suppliers are the overall `public' being influenced.

Sampling of a confectionery bar Risska
 at a market fair in Budapest Castle
 Notice the Hungarian national colours in the cow's spots -
 all designed to catch attention
SALES PROMOTIONS Included here for example are free samples, trial offers, reduced price short term offers and self-liquidating promotions. These are designed for immediate effect - usually to motivate either non-users to try a product or existing users to buy more.  Also included under this heading are point of sale and merchandising back-up to support, assist and motivate distributors and provide maximum impact for a product at purchasing locations.

Sponsorship is becoming an increasingly important way of attracting customers.  Sponsorship of people and events, and diaries, calendars, ashtrays, etc. have also been widely used as sales promotions for many years. 

PERSONAL SELLING is use of a sales force in one of four categories:

Trade Selling              

-    as the sales and information link to middlemen, such as distributors, wholesalers, or retailers
Beautiful display from a stall in the famous
 covered market in Budapest near the Liberty Bridge

"Missionary" Selling       -    where advice, assistance and sales effort is devoted to persuading specifiers, design engineers, etc. to incorporate or recommend use of a product, often highly technical, in their own products or as part of the overall manufacturing process.

Example of 'pull through' the customer goes to the pub for their pint not the brewery

Pull-through Selling       -     persuading end-users or customers to buy the company's products from a middleman - usually from an agent or franchise holder.

Direct Selling                -    locating and closing new business and developing business with existing clients.

The type of salesperson employed and their number, organisation, training and motivation must be carefully planned so that the 'selling style' suits the market in which the sales team is operating.

DIRECT MAIL has the attraction that the company can quickly and selectively inform a high proportion of potential customers about its products.  Although the wastage is generally very high indeed, direct mail can still be cost-effective, even with a very small success rate (on average 2% is a good response rate) because the personnel cost of the method is very low.  This form of promotion is growing rapidly with application of computer databases and technological changes in printing techniques driven by computer systems and sophisticated printed presses.

TELEMARKETING increases contact, its cheaper, its professional and it can produce excellent results.  Link it into a direct mail campaign.  Remember that telemarketing follow can produce a 3-10 times better return.

EXHIBITIONS (and Trade Fairs) are used to provide a showcase for the company and its products.  The attraction to the exhibitors is that the exhibition visitors are, in the main, likely to be potential buyers; the attraction to the exhibition visitors is the opportunity conveniently to see and compare different competitive offers.

THE INTERNET is powerful, cheap and has changed our lives forever!  A good website should be fast to load on the screen, and very easy and friendly to use.  Listen to the advice of the web professionals in promoting your products in the planet’s search engines.  Some companies even change their name so it’s featured everywhere as ending in “dot com” e.g.  Good marketing!

SPONSORSHIP is the positive aspect that can improve audience awareness, help with your public image, and increase exposure.  Its negative side is if it is undertaken without coherent objectives and there is no tangible return – it’s charity!  But it can work – Yes!


No longer is social media  the new kid on the block. Nor is it particularly distinct from industrial or traditional media  as now it is pretty much accepted as part of the marketing promotional mix.

Social media as a marketing tool is flexible, extensive, swift, inexpensive, can foster brand awareness, and increase customer service.

It provides useful and valuable measurable data on trends, consumer interaction, feedback, public opinion, brand activity, and customer buying habits.

The Internet has overtaken television as the largest advertising market of all as banner and pop-up ads showcase a vast array of products and services.


a)       Percentage of sales revenue

b)       Competitive

c)       Whatever we can afford

d)       What we did before plus inflation

e)       The Task Approach -    specific objective

                                       -    detailed campaign

                                       -    resources and restrictions.

You must measure the effectiveness of your channels by referring to your original objectives.

Related Links on Marketing

1 comment: