Promotion.
Category: Marketing
The aim of promotion is to introduce both the company and the product to the customer. A positive impression of both the company and the product should be created.
If a customer has never heard of a company or product, the probability that he will purchase the company’ s product is very low. The same goes if the customer gas a bad impression of the company or product.
Promotion serves to make customers aware of a company’ s product Very frequently there will have to be a considerable element of persuasion before customers make a purchase.
The company has to take care that the right promotional message is communicated to the relevant set of customers.
The goal of promotional activity is to communicate messages to the potent al buyer at all stages of the buying and consumption process.
The behavioral model of the AIDA framework describes the process the consumer goes through when he buys a product
Customers are unlikely to purchase a product until they have gone through the logical process of AIDA
The AIDA process
A ATTENTION fist becoming aware of the product
J INTEREST then becoming interested n it
D DESIRE then having a desire to own it
A ACTION and finally acting upon the desire
Remember: at each stage of the promotion process, clear messages gave to be delivered to the customers to persuade them to ultimately buy the product of YOUR company.
To communicate with potential customers, a variety of channels is available. They range form public relations with the aim of creating a company or product image to personal selling with the aim of making direct sales.
Promotionnal channels
In each promotion channel, there is a variety of tools to choose from:
Advertisements are used to make customers aware of products. Successful advertisements have to consider the following points:
the target audience
the advertisement’ s message
the reaction the advertisements want to induce
the means to attract attention to the advertisement for example an eye catcher
the follow up to reactions of possible customers
Sales promotions may include trade fairs where buyer and seller can meet at their mutual convenience. The seller can create an exhibit that not only presents his or her products but also offers hospitality to the buyer. In this relaxed environment, the buyer can gain a favorable impression of the company.
Public relations present the company and its products as important within a community environment. This can happen for instance, through sponsorship of events, lobbying or press releases.
Press releases in business publications or trade journals provide product promotion at no cost.
Key rules to keep in mind for press preleases
Give the most important facts in the fist fix sentences
Short, easy to comprehend sentences
Talk about the most important areas of application
Emphasize value for customer
Incorporate essential technical data
Information on technical principles
Enclose photo or technical drawing/graph
Personal selling is the part of promotion that is directly aimed at making contracts with customers. Since the sales personnel serves as the company’ s personal link to customers, it is extremely important that the sales force is properly designed and managed. These objectives had to be kept in mind when deciding on the size and structure of the sales force. Compensation of the sales force and the selection of sales representatives has to be followed by training and motivation measures. The performance of the sales force personnel has to be continuously evaluated.
Advertisements
What kind of advertisement is being used/forecast? How is the advertising budget established?
Choice of media (newspapers; national, federal or local radio; Television, etc?)
Message and layout/format of advertisement? Time planning of advertisement campaign? How are the effects of the advertisements measured? How is the advertising agent selected?
Sales promotions
Gifts for business relations? Special price actions? Valid for how long? Any promotional quiz, contest or games? How are the middlemen fitted in with these? Are there any legal requirements for these? Are they respected?
Public relations
How are contacts with the press being maintained (press releases conferences)?
Are there any information meetings open days for visitors excursions, etc.? Are the members of the Board involved in public relations activities? Are there any contacts with local authorities or other governmental organizations?
Publication of annual financial results?
Any public celebration or anniversaries of the business?
Personal selling
How many salesmen are there in the sales force? Geographical or product specialised sales? Do they work on a commission basis? Frequency of visits to customers? How frequently are sales reports being made? How frequently are sales results being analysed How often are sales meeting being held How is the sales staff selected and recruited? Is the staff trained in negotiation techniques? Is hard selling being used or contemplated? Give sales statistics if available?