Promotion is one of the key elements of the marketing mix, and deals with any one or two-way communication that takes place with the consumer. This article concentrates is a high level introduction to developing a promotional strategy for your business focusing on advertising and other 'pull' tactics.
Developing a Promotional Strategy
Deciding on a marketing communications strategy is one of the primary roles of the marketing manager and this process involves some key decisions about who the customer is, how to contact them, and what the message should be. These questions can be answered using a three stage process, which is equally relevant for all elements of the marketing mix: Segmentation Dividing the marketing into distinct groups.
Targeting Deciding which of these groups to communicate with, and how to talk to them Positioning How the product or brand should be perceived by the target groups. Messaging Delivering a specific message in order to influence the target groups
01 SEGMENTATION
Dividing potential customers into discrete groups is vital if you want to increase the success rate of any communications message. If you don\'t know who you are talking to, it's unlikely you will get much of a response.
- Who are the potential customers?
- How many sub-groups should you divide them into?
- How do these groups differ?
Hopefully, most of this information will be readily available from your market research. Once you have an idea of the customer, you should further drill down to explore them in more detail. - What are their media consumption habits?
- What are their expectations and aspirations?
- What are their priorities? How much disposable income do they have?
- What are their buying habits?
- Are they likely to have children? How many holidays do they take a year?
- How much money do they give to charity?
- How can you help them?
This information can be obtained in a variety of ways, from commissioning a specialist market research agency, to examining sales patterns or social media interactions. Commonly used market research methods include:
- Sales analysis and buying patterns
- Questionnaires
- Desk research
- Website statistics, especially social media
- Focus groups
- Face-to-face interviews
- Specialist market research companies
Once you have built up an accurate picture of your customer, it's time to get their attention…
02 TARGETING
For the purposes of advertising, targeting is the process of communicating with the right segment(s) and ensuring the best possible response rate. The methods you use to target your audience must relate to your marketing plan objectives - are you trying to generate awareness of a new product, or attract business away from a competitor?
Methods of Marketing Communications
Advertising is just one element of the marketing communication arsenal, which can be divided into the following areas:
Advertising - A mass media approach to Promotion
- Outdoor Business directories Magazines / newspapers TV / cinema Radio Newsagent windows SALES PROMOTION - PRICE / MONEY RELATED COMMUNICATIONS
- Coupons Discounts Competitions Loyalty incentives PUBLIC RELATIONS - USING THE PRESS TO YOUR ADVANTAGE
- Press launches PR events Press releases PERSONAL SELLING – ONE TO ONE COMMUNICATION WITH A POTENTIAL BUYER
- Salesmen Experiential marketing Dealer or showroom sales activities Exhibitions
- Trade shows DIRECT MARKETING - TAKING THE MESSAGE DIRECTLY TO THE CONSUMER
- Mail order catalogues Bulk mail Personalised letters Email Telemarketing Point of sale displays Packaging design
DIGITAL MARKETING – NEW CHANNELS ARE EMERGING CONSTANTLY
Company websites Social media applications such as Facebook or Twitter Blogging Mobile phone promotions using technology such as bluetooth YouTube E-commerce Nutty squirrel marketing can provide you with all your needs and promote your companies message in a way your customers will love!
