There are many theories built around the marketing mix and marketing strategy buildings, but that is a whole other article.Promotion: Technically SpeakingPromotion is an activity aimed toBring awareness of a product, cause or brandGenerate salesIncrease loyaltyIt is an important component in your marketing mix and is meant to differentiate your brand from others. Promotion deals with communication about your product and reaching the mass market with that communication. The elements in your promotional mix that will accomplish this are:Personal SellingAdvertisingSales PromotionDirect MarketingPublicity.These types of communication support each other and reinforce the awareness of the product or brand that is promoted.A Piece in the Promo PuzzlePublicity creates mass visibility for your brand via media or through direct mass communication from the company. Usually it consists of issuing news releases about the activities of an organization and is used as a tool to create positive images in public arenas. Utilizing free media sources to relate and engage with the public. The goals of publicity or to present a positive image and increase brand awareness and excitement. While a brand may have control of, the content of the message, it rarely has any control regarding placement and the overall impression that the media source has about the brand.
Promo and Publicity Applied to the Performing ArtistPromotion and publicity are alike in that they are important components in your marketing strategy. Getting the word out about your brand using publicity is a component that may not cost anything to get besides time to research, media relationship building and story placement. The net result is that the small business can gain significant competitive advantage in a given market.Many online businesses have therefore resorted to the use of ezines, blogs, pop-up ads and other online marketing tools to let customers know about new products or services as well as provide information relevant to their respective industry. The benefits of this strategy are two fold. Marketers can effectively heighten brand awareness for relatively new products on the market whilst strengthening customer relationships, with shorter time frames.Content is TimelessInternet Promotion also provides the advantage of being enduring. Whereas participation at a trade fair or conference loses sales impact, once it is over, and an advertisement in a newspaper or business magazine may quickly lose its sales generating value within a day or two or as soon as the next issue is released; Internet Promotion is often timeless. Apart from the dates and sometimes prices, much of your website content remains valid years after.Real Time Statistics For Measuring Success of Promotion CampaignOne of the most significant advantages of Internet Promotion is that its success is measurable. Marketers can use tools that provide real time statistics, on unique visitors, repeat visitors, click through rates (CTR) on advertisements, thereby allowing them to evaluate the effectiveness of a promotion campaign. This enables marketers to determine what works for their particular market and to make timely changes in their marketing strategies.Time SavingAnother important advantage of Internet Promotion is that it saves time since it generally does away with counselling on product uses and benefits, service information and sales administration. Small business would therefore be well advised to start their web advertising function in order to improve their competitiveness online. graphic