Promotion is the way a business or organisation communicates what it does and what it can offer consumers. Branding, advertising, visual identity, digital marketing, PR special offers and exhibitions all fall under the umbrella of promotion. Whatever the touchpoint might be the communication should focus on the benefits to the consumer receives from a product or services and not just the features.
Successful promotion should demand attention, be attractive and send a coherent and consistent message. Fundamentally the customer should have a clear reason to choose your product rather than your competitor’s.
Communication Channels for Promotions
Effective promotion invites dialogue with consumers. Two-way communication whether in person or online can be a great way to gain insight into your customers wants and needs.
A website is often the consumer’s first experience of a company. The old adage is still true: you only have one chance to make a good first impression. Therefore it is critical that all the information on the website is up to date. It also helps if it has been well designed and intuitive.
It is always worth exploring all channels. The most important consideration is to place your promotion where your consumer is most likely to experience it? Traditional print ads may not currently be as fashionable as social media. Nevertheless, if your target market is more likely to read a publication than they are to engage on social media you may want to factor that into to your budget.
Printed promotional material must grab the attention of your customers. It should be easy to read and enable the customer to identify why they should buy your product
A brochure can be a great way of promoting your products. For some products there is nothing like a tangible brochure that can be held in the hand. There are some downsides though. Unlike a website, the information is fixed once a brochure has been printed so the lifespan and distribution should be carefully considered. A folder with inserts may be a useful alternative for information that changes frequently.
People are another important element of Promotion. How staff communicate with consumers can be critical. Employees should be be knowledgeable about the benefits and features of a product or service, Being able to advise on the suitability of one product or service over another can be a great way to encourage loyalty.
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