The promotion of a product is to communicate, inform, raise awareness or recall the existence of a product or service (including its characteristics, attributes and benefits), and persuade, encourage or induce the public to decide on their purchase or use.
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Just as marketing strategies for better management strategies are usually divided into 4 elements for a business: Product, Price, Promotion and Place (group of elements known as Mix or Mix of Marketing or Marketing), promotion of a product, for better administration or management, are also often divided or classified into 6 components: personal selling, sales promotion, advertising, public relations, direct marketing, and merchandising.
Set of elements known as the promotional mix or the mix (or mix) promotion or communication.
The Promotion Mix
Let’s look at each of the elements that make up the mixture or the Promotion Mix:
The Sales Staff
Also known as Sales Force, is to promote a product through a direct sale or personal, that is, promoting a particular vendor that provides a specific individual consumer, in order to give effect to the sale.
It is based on a personal communication, as it goes from one person (the seller) to another person (the client), unlike, for example, advertising which uses media and impersonal it is addressed to multiple consumers at once.
Sales Promotion
Sales promotion is to promote a product or service through the use of incentives or activities designed to induce consumers to decide for purchase.
These incentives or activities can be made up of offers, coupons, free gifts, discounts, sweepstakes, contests, prizes, free samples, rebates, etc..
Advertising
Advertising is the primary means through which we can promote a product or service, but on the other hand, is the means the most expensive.
Through it, we will introduce, inform and we remember our products or services to consumers, try to persuade them that the purchase or use, and through it, we will seek to create a good image of our business.
It is based on an impersonal media and communication, and which is addressed to multiple consumers at once.
Public Relations
Public Relations consists of the set of actions to create and maintain a good relationship between business and the general public and to create and maintain a positive image of business or company to the public.
For example, we make use of public relations by organizing or participating in events such as seminars, conferences, charity, etc..
Direct Marketing
The Direct Marketing is to promote a product or service, through treatment or direct or personal relationship with the consumer, that is, the promotion that will run on a particular individual consumer.
Generally, direct marketing not only for product promotion, but also to maintain a lasting relationship with the client.
It can, for example, through means such as telephone, fax, mail, email, etc..
The Merchandising
The Merchandising consists of techniques, features or activities that occur at points of sale which are intended to stimulate the inflow of clients or increase sales in the retail outlets.
We can make use of merchandising, for example:
* To display products so that more attractive and appeal to the consumer.
* To give away our customers with products such as pens, key rings, cartridge, etc.., Bearing the mark of the company.
* To establish small posts tastings, demonstrations, exhibitions etc..
* To decorate our place, to give a good arrangement of spaces, good provision of lighting, good location of the property, good use of colors, etc..
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Tags: Marketing, Promotional Products
