Marketing Mix
Promotion



In the marketing mix promotion plays a key role in determining your overall sales and marketing strategy. This is because, at the end of the day, if you are not promoting yourself correctly, you can jeopardize the rest of your business-building effort. By promotion, I mean being able to correctly position your product(s) or service(s) for a give target market, creating effective messaging that will appeal to your chosen demographic of customers and then choosing the correct channels in order to reach prospects and convert them into customers.

Marketing Mix Promotion


The latest edition of my Sales and Marketing for “You” news blog talks about how making an offer covers off the entirety of what it takes for your business to successfully generate revenue. Promotion is essentially about making an offer and in order to be successful, you need to define your ideal customer, offer them something of value and then be able to communicate this effectively. In a more general sense, promotion can also be seen as an activity that you undertake on top of your usual marketing efforts in order to generate extra sales.


Get help with Marketing Mix Promotion or share your expertise and experiences!

GO TO:

What is Marketing?Definition of MarketingToday's Marketing MixMarketing Communication MixWhat is Positioning?Marketing Communication PlansMarketing Communication ProcessMarketing Communication Strategy101 Marketing strategies"You" MessagingAdvertising StrategyCreating Marketing PlansMarketing Mix Promotion Consultant




Marketing Mix Promotion:

Market Research

In an ideal business scenario, you will first identify and study the market in order to come up with a product or service which provides unique value to your customers. I have written before about how the days of simply creating a product and hoping that is sells are over! Nowadays, the more research and due diligence that you can do before entering the market, the better. Let’s say that you already have a product or service in mind or one that you are already geared to market. If that is the case, you will still need to engage in as much market research and planning in order to be able to map what you do to what customers want.


Marketing Mix Promotion:

Positioning

Once you have looked at your target market and have identified the characteristics of your ideal customer, your focus becomes about how to best serve them and how you are going to communicate this to them. Specifically, what customer needs do you cater to and what are the benefits you are providing? As well, what customer pain or challenge are you solving? You must align your product or service features and functionality with these basic questions in order to arrive at the correct positioning for your ideal customer. You will also look at the question of competitive differentiation and seek a niche where you can provide more value than anyone else.


Marketing Mix Promotion:

Messaging



Now that you have your product or service and are positioned and are ready to “go to market”, you have to think about how best to communicate your unique selling proposition to your customer. What you should keep in mind is to make your messaging you-centric which means that you focus on your customer and speak to them with your message as if you are addressing them directly. As well, integrated communications call for making sure that you are communicating the same message in all of your sales and marketing activities. Your marketing brochures should reflect your advertising which in turn should be the same message that your sales team is communicating to customers.


Marketing Mix Promotion:

Channels

With your customer-focused message you can now look at where and how you connect with your customers. This is where the rubber meets the road, so to speak, and you should be careful in choosing the rights sales and marketing channels in order to make sure your marketing mix promotion efforts hit home with your target market. Since you have researched your target customer and are familiar with their lifestyle and values, you should be able to pick 2 or 3 channels in order to implement your marketing communication plan in earnest. You have an almost unlimited variety in terms of what media you decide to use in order to take your message to the market and a good approach is to look at what other companies are doing in your line of business as a starting point.


Marketing Mix Promotion:

Measurement

Marketing Mix Promotion

You will rarely experience instant success in whatever sales and marketing strategy you choose to implement are therefore a crucial step in creating a successful marketing mix promotion program is to put a feedback loop in place. What this means is that you should carefully monitor the success – or lack thereof! – of each of your individual promotional activities. Sales and marketing are both about numbers; in sales you are focused on reaching out to the largest number of customers possible whereas in marketing you are studying metrics for individual campaigns to see which ones produce the best responses. Give your program a run and then come back to the starting point and see if you can better tweak product development, position, messaging and media in order to gain better results.


Marketing Mix Promotion:

General

Promotion is often see as any kind of extraneous sales and marketing activity you engage in to generate additional revenue. In this sense, it is not only seen as a standard part of the marketing mix but any activity whereby you are communicating with customers in order to engage them and create business. Looking at it this way, promotion becomes a central piece of your overall marketing plan and, like I said earlier, everything that you do in sales and marketing boils down to making an offer to customer. If you are in a position to do that – i.e. promote your product(s) or service(s) – then this means that the rest of what you need to do is in order by default: you have a valuable commodity to offer and the business infrastructure necessary to sell to and support your customers.


Get help with Marketing Mix Promotion or share your expertise and experiences!

GO TO:

What is Marketing?Definition of MarketingToday's Marketing MixMarketing Communication MixWhat is Positioning?Marketing Communication PlansMarketing Communication ProcessMarketing Communication Strategy101 Marketing strategies"You" MessagingAdvertising StrategyCreating Marketing PlansMarketing Mix Promotion Consultant




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