Types of promotion: a guide for a novice entrepreneur

Without proper promotion, it is impossible to operate effectively in the market. Promotion is an important pillar of a company's operation and an integral part of any business strategy. In today's business we can distinguish 4 basic types of promotion - advertising, canvassing, public relations and sponsorship. We present everything a budding entrepreneur should know about them. 

What will you learn from the article?

In today's competitive business world, promotion is the key to success. But what is promotion really? What are its types and how do you promote yourself effectively? If you are a budding entrepreneur and want to learn why promotion is an essential part of any business strategy, this guide is for you. In this article, we will discuss the four main types of promotion, we will show you how to use them effectively and explain why promotion is an absolute must have for any business. Get ready for a journey through the world of promotion that will help you stand out from the competition and attract the attention of your existing and potential customers.

What is promotion?

No company, especially in its start-up phase, will survive if it does not invest in promotion. Especially today, in an era of incredibly broad and developed competition, this is of great importance. But what exactly is meant by this term and what are the types of promotion?

In the Encyclopedia of Management, we can read that the promotion "is an active phase of the company's communication with potential consumers in order to inform them about the company's activities and its current and future offer, to shape a positive image, build positive relationships, and stimulate and stimulate demand, in line with the company's strategy. ". In other words, these are wide-ranging activities tailored to the specifics of a given company, which consist in providing information to customers. The aim of the promotional process is to increase the awareness of recipients about the products or services offered by the company, which is to lead to increased interest in the offer and sales. 

4 types of promotion 

1. Ads - popular types of promotion

The most popular and oldest type promotional activities is advertising. The first advertisements appeared in ancient times. At that time, they had the form of inscriptions on the walls of buildings, as well as stone or terracotta signboards of inns or inns. There was also oral promotion. Ancient traders loudly praised the goods they offered, encouraging passers-by to buy. The invention of the printing press in 1450 was a real revolution in the world of advertising. Since then, advertising has grown rapidly. Messages have undergone quite an evolution - from classic press announcements, through radio announcements and TV spots, to modern forms of Internet advertising, which are of particular importance today.

Online promotion can take many forms. Advertisers, depending on the needs, characteristics of the target group and the specificity of the market, can use advertising banners, influencer marketing, native articles e.t.c.

Advertisements, as types of promotionThey are persuasive, indiscriminate and indirect, i.e. impersonal, because their recipients have no direct contact with the company. The subject of the advertisement is usually a specific product or service. 

2. Acquisition

Second type of promotion is canvassing, i.e. direct selling through personal contact between the sales representative or canvasser and the customer. The acquisition process in marketing consists of:

• customer search and classification,
• initial contact,
• product / service presentation,
• finalizing sales, i.e. concluding contracts for the delivery of products or the provision of services,
• after-sales service.

Acquisition activities may be conducted at the company's headquarters or in the field. 

Many experts are of the opinion that canvassing is the most effective type of promotion. The sales representative can continuously analyse the consumer's behaviour and implement appropriate solutions, tailoring the sales offer to the consumer's needs and expectations. In face-to-face contact, the product can be presented in an interesting and impressive way, which also increases sales effectiveness.

3. Public relations as types of promotion

Interesting type of promotion is public relations. That is why PR agency Commplace is a team of experts and enthusiasts at the same time. The essence of PR is shaping the company's relations with the environment in which it operates. The environment is considered to be customers, business partners, media representatives and employees. The goal of public relations is to create and maintain a positive image, gain widespread acceptance on the market and gain a stable position that allows the company to develop continuously. 

Various tools are used in public relations activities. Among them we will mention:

• internal communication - providing information to full-time and temporary employees, subcontractors and managerial staff,
• employer branding - building the employer's brand,
• media relations - maintaining proper relations with the media,
• lobbying - exerting influence on public authorities by professional ombudsmen, called lobbyists,
• visual identification - a set of symbols and behaviors used to give the company a specific character and distinguish it from the competition,
• media monitoring - searching for mentions of the company on the radio, television, Internet, etc., in order to maintain control over the image,
• e-PR - PR activities based on internet tools, mainly social media.

4. Sponsorship

The last basic type of promotion is sponsorship, which involves supporting important sporting, cultural, environmental, social, scientific or health-related events or initiatives. Sponsorship is an excellent promotional tool for those products whose advertising is restricted by law (i.e. tobacco or alcohol products). 

Above types of promotion is the basis of marketing. For best results, it is advisable to carry out promotion in many areas - right from the start of your market operation. Prepare a promotional strategy before a comprehensive market analysis. This will certainly make it easier for you to create the ideal promotional combination.

Promotion based on localism

Contemporary promotional activities increasingly focus on emphasising the local character of the brand. This type of types of promotion allow a stronger bond with the local community to be built, which can translate into customer loyalty. One effective promotional methods is to participate in local events, such as festivals or fairs, where the brand can directly reach potential audiences. Another approach is to work with local suppliers, which not only supports the local economy but also provides an attractive marketing communication element.

Cooperation with influencers

In the digital age, working with influencers has become one of the key forms of promotion. Influencers, thanks to their authenticity and the trust their followers have in them, can effectively promote products or services in a natural and engaging way. The selection of the right influencer should be based on the compatibility of their image with the brand's values and their fit with the target group. This type of promotional activities can take many forms, from product reviews to participation in advertising campaigns to the creation of shared content.

How do you promote yourself effectively?

The first step to effective promotion is identify exactly who your customer is. Think about who you are targeting with your products or services:

• What needs do they have?
• How old are they?
• Where do they live?
• What interests do they have?

Knowing the answers to these questions will make it easier for you to tailor your marketing activities to your customers' expectations.

Second - use social media. Social media is a powerful tool for promoting your business. Here are some platforms to consider:

• Facebook - ideal for creating a community around a brand.
• Instagram - perfect for presenting products visually.
• LinkedIn - the best choice for companies operating in the B2B sector.
• Twitter - great for sharing news quickly and keeping in touch with customers.

Remember to regularly publish valuable content and engage in dialogue with your audience.

Third - optimise. SEO (Search Engine Optimisation) is the key to your website's visibility in Google search results. Here are some basic principles:

• Linking - build a network of internal links and acquire external links to your site.

• Keywords - include them in page titles, descriptions and content.

• Content - create valuable articles that answer your potential customers' questions.

Take care with content marketing too. Creating valuable content is one of the best ways to get your customers' attention. You can write a blog, create e-books, record webinars or podcasts. Share knowledge and tips that can help your customers. Also remember to promote your content on different platforms to reach as many people as possible.

Don't forget to monitor and analyse the results of your marketing activities. This will allow you to adjust your strategies based on reliable data. Use tools such as Google Analytics or social media analytics to track website traffic, interactions on social media.

What is the difference between promotional activities and advertising?

It is worth understanding that types of promotion include much more than just traditional advertising - they also include various trial campaigns, competitions or loyalty programmes that build a more direct relationship with the recipient. Basic types of promotion combine different promotional activitieswhich engage the customer and additionally create added value, for example by personalising the offer. Well-designed types of promotion They use both emotion-based and rational methods, making sure that the message hits consumers' specific needs. They forms of promotion gain a deeper context, moving communication to the level of dialogue with the recipient.

How do you select the forms of promotion for your target group?

Selection of appropriate forms of promotion starts with a precise understanding of the target group - their habits, preferences and purchase path. Different forms can better address different stages of this pathway, e.g. product samples build engagement and discounts reinforce the purchase decision. It is worth checking which promotional activities work best in a specific segment - it is worth investing in A/B tests and audience response analyses. The choice of form should be part of a consistent promotion strategyin which each action leads to a business objective and is synchronised with the brand message. Correct alignment forms of promotion gives you the chance to use your budget effectively and increase the return on investment of your campaigns.

How to measure the effectiveness of a promotion strategy?

Measuring effectiveness promotional activities is based on specific indicators: conversion rate, return on investment (ROI) and level of engagement. It is worth comparing the effects of different promotion strategyto identify the most effective ones, thus optimising marketing strategies. Regular monitoring of each promotional activity enables rapid response to unexpected changes - e.g. waning interest - and efficient adaptation. Effective promotional activities are based on hard data from analysis of sales performance, website traffic and customer feedback.

Why is promotion a must have in business?

Even if you offer an outstanding product of the highest quality and are an excellent entrepreneur, you will not be able to enter the market without proper promotion. Thanks to promotional activities, you will reach a wide group of target recipients and you will permanently subscribe in their minds. Special offer:

• helps to stand out on the market,
• facilitates building a good image,
• communicates the advantages of the company and its specific products or services,
• allows you to gain a stable position on the market,
• raises sales efficiencyand thus allows you to generate attractive profits. 

Brand promotion is one element of the traditional marketing-mix concept, a form of communication between a company and its potential customers and an important area of strategic business management. Promotional activities can be carried out in several ways. Every budding entrepreneur should learn the four basic types of promotion.