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What promotion instruments should you choose to generate profits?

Customer acquisition

Without promotion, there is no sale! In order to generate attractive profits and be spectacularly successful on the market, you first need to advertise your brand in some way. Using selected promotion instruments. Which ones are best for your business? PR agency prompts.

A few words about the promotion

According to statistics, brands that do not conduct promotional activities record a decrease in sales by up to 16% after a year. Two years later it is 25%, and three years later it is 36%. But what does the concept of promotion actually mean? Book promotion is defined as one of the marketing elements - and more specifically the 4P and extended version marketing mix marketing mix 7P

Philip Kotler - an American economist and author of many textbooks in the field of marketing - indicates a simple definition of promotion. According to him, it is "a social and management process aimed at recognizing, stimulating and satisfying the needs of customers (recipients)". Thanks to the appropriate promotion, people learn about a given brand or its specific product. Promotion is a way of reaching the target group, which serves as a tool to achieve business goals, namely - sales goals of the enterprise. 

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We will select effective promotion tools for your company.

Sales promotion elements it's a whole range of tools. The best results can be achieved by following a promotion strategy tailored to individual needs and goals. Not only a given company, but also the specifics of the market on which it operates, as well as the preferences and expectations of its target group. Strategy brand promotion it is a set of all means that a company uses to provide the environment with information about its activities and products or services offered. The strategy should be based on one or more promotion instruments. What are the various promotion instruments? And which one to choose?

4 promotion instruments according to P. Kotler

What are promotion instruments? The dictionary of the Polish language defines the word "instrument" as "a means of carrying out something." Promotion instruments are therefore a means of reaching the target group, the purpose of presenting the brand and its products. 

The aforementioned Philip Kotler, who is recognized in the business world as a marketing specialist, lists 4 basic promotion instruments. These are:

1. Personal Sale

Personal selling is undoubtedly one of the most widely used promotion instruments. In broad terms, these are various forms of direct contact between the company's employees (including sellers, producers, buyers-intermediaries) with potential customers. The task of the trader is to provide the recipients with as much information as possible about the presented product / service, clarify any doubts and technical problems and, most importantly, convince potential buyers to buy. 

Personal sales are largely based on the sale of products or services outside the company's headquarters, e.g. through sales representatives. This promotion instrument is most often used in the sale of vacuum cleaners, telephones, cosmetics and other so-called highly processed consumer goods. 

2. Direct Marketing 

In direct marketing to advertise products different communication channels are used, including telephone, internet and television. The goal is to establish contact / dialogue with recipients, to evoke a specific reaction.

Currently, online forms of direct marketing are used most often. Among the most popular promotion instruments, we can mention: word of mouth marketing, social media marketing, and viral advertising. The selection of appropriate tools depends on the characteristics of the target market, target preferences, product features, etc. 

3. Sales promotion

Under the term sales promotion there is a set of various economic incentives designed to encourage consumers to try and ultimately buy specific goods or services. These activities are short-term in nature, e.g. holiday promotions. These include:

  • tasting,
  • discount coupons,
  • contests, gifts, prizes,
  • limited editions of products,
  • quantitative promotions, e.g. 2 for the price of 1.

The aim of sales promotion is to evoke a feeling of the uniqueness of the occasion, which is intended to accelerate the sales process.

4. Public relations and Publicity 

Public relations it is an important element of the functioning of any enterprise. The aim of PR activities is efficient communication with the environment and creating a positive brand image. In public relations, press releases, speeches, charities and are often used event PR

Publicity, on the other hand, is the preservation of the brand in the minds of the recipients by placing the logo, name or products in various channels and thus generating publicity. 

Other promotion instruments

As part of the promotion, the brand can also use, among others:

  • fairs and exhibitions - a form of direct contact between consumers and sellers; a promotion instrument that allows you to build or improve your image and commercial sales at the same time,
  • sponsorship - placing sponsors' trademarks or a message informing about sponsorship in the space; these are activities combining promotion and advertising with image building and creating relationships with the environment,
  • lobbying - action of an influential group of people for the benefit of a region, social group or institution; in other words, supporting or advertising specific ideas, initiatives, activities,
  • merchandising - consistent logistics and marketing activities aimed at bringing a specific profit; in a general sense, merchandising is about the appropriate presentation of goods in sales spaces. 

What promotion instruments should you choose?

An entrepreneur who wants to constantly generate profits and enjoy popularity must diligently observe market trends and consumer behavior, analyze data and conduct reliable market research. These are the basic activities that help in building and conducting effective marketing, based on a scrupulously prepared promotion strategy.

Features and promotion tools, as long as we know how to use them, it's a powerful force. The choice of appropriate promotion instruments depends, among other things, on the general characteristics and condition of the company, its vision, specific business goals and resources, product features and market position. The best solution is undoubtedly the use of the so-called. promotion mix. It is a strategy that combines advertising, personal selling, sales promotion and public relations. Using promotion-mix is the best way to build brand awareness in the environment, reach all recipients, encourage them to try the offered products, create a positive brand image, and consequently increase sales, improve the economic and financial situation of the company and gain a stable position on the market. Marketing mix - promotion using his tools, it can become a springboard to success.

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