Advertising promotional tools are a relatively new and small world for most people. It’s a rapidly growing niche in its own right and it can be lucrative, fun and exciting. If you know the right way and the right tools to approach and use this kind of digital marketing, you can make some real profit in little time.
Regardless of what you may be promoting online or offline, you will probably need to use some kind of Promotional tool. Internet users are so used to seeing ads at every corner, but unless you give them an offer they can’t refuse, they will bounce off it.
Promotion with Traditional Media
Traditional mass-media advertising remains a prominent promotional tool for marketing. This includes paid messages designed and presented through television networks, radio stations, newspapers, and magazines. Additionally, companies use support media in ongoing campaigns, such as billboards, telephone directories, bus station ads, aerial displays (like those you often see at the beach), in-store and point-of-purchase displays. Local radio and newspapers tend to be most affordable for smaller companies.
Public Relations Tools
Several promotional tools tie specifically to public relations, which is unpaid communication often presented through media exposure. Press releases, newsletters, press conferences and news reports are common PR techniques. Some are used to proactively promote brands or products. Others are used to address negative publicity or events.
Small companies can often build relationships with local newspapers and TV stations for coverage of noteworthy business activities. Companies benefit from the coverage they receive, while newspaper and television reporters appreciated the ready-made content and human interest that your small business provides.
Samples
Samples are one of the most important tools of sales promotion. Samples are defined as offers to consumers of a small amount of a product for trial. Free samples are given to consumers to generate their interest in the product. Samples help consumers verify the quality of the product.
Samples are delivered at the doors of consumers. They are also sent by mail or given to customers in the retail store itself. Sometimes, samples are attached to another product.
Though sampling is effective, producing numerous samples of a product is quite expensive. Moreover, distributing samples to customers also involves expenditure.
Sampling is not justified in case of
- well established product
- a product that is not superior in some way to competing products
- a product with a slow turnover
- a product with a narrow margin of profit, or
- a highly fragile, perishable or bulky product.
Coupons
A coupon is a certificate that fetches buyers a saving when they purchase a specified product. Coupons are generally issued along with the product. They entitle the holder to either a specified saving on a product or a cash refund.
Coupons are designed
- to introduce a new product
- to promote the sale of an established product
- to sell a product in large sizes
- to stimulate customers to switch brands; and
- to encourage repeat sales.
Coupons are used for consumer convenience goods. They may be distributed door to door, by mail or they may be inserted in packages. Sometimes, coupons may be part of magazine or newspaper advertisements.
Events and Community Activities
Sponsoring major events and community activities serve as promotional opportunities for companies as well. Small businesses often gain public favor by active involvement in local events. A presence at local fairs, non-profit events and school functions can all improve your rapport and goodwill with the communities in which you operate your business. It’s common, for example, for local business to devote a portion of a day’s sales to a community school or non-profit; the activity generates goodwill and, hopefully, an increase in sales that offsets any loss of income.
Salespeople and Influencers
Among the more direct promotional tools are salespeople and influencers. Salespeople are employees who contact or engage customers using assertive selling techniques. This often includes asking questions, listening to customer needs and using persuasive efforts to sell product or service benefits.
Peer or professional influencers are prominent people in the public who favor your product. Companies often ask consumers or professionals to share company news, information and experiences with others.
Price packs (cents-off deals)
Offers consumers saving off the regular price of the product, directly cuts price on the label, or combination of two products (tooth paste and tooth brush).
Premiums
Premium refers to goods offered either free or at low cost as an incentive to buy a product. A premium may be inside the package, outside it or received through mail. The reusable package itself serves as a premium.
Premium is generally offered for consumer goods such as soap, toothpaste, etc. Premium may be of several kinds — direct premium, reusable container free in mail premium, a self liquidating premium, trading stamps, etc.
Direct premium can be inside the pack or outside it. A reusable container can be reused after the product is reused. Free in mail premium means a premium item will be sent by mail to consumers who present proof of purchase to the manufacturer.
A self liquidating premium is the extra quantity offered at the normal price. Trading stamps are given by the seller to consumers. These are redeemable at the stamp redemption centres.
Advertising specialities
They are useful articles imprinted with an advertisers name given as gifts to consumers, e.g. pen, dairy, calendars, key etc.
Personal Selling
At certain stages of the buying process, personal selling is the most effective promotion tool in creating customer’s preferences, convictions and actions. In personal selling, personal interactions between two or more people take place. Actually, that can allow both parties to understand the characteristics and needs of one another. Therefore then make immediate adjustments.
All types of relationships are also flourishing in personal selling like selling relationships of the matter of fact and personal friendship etc. The salespersons have professional expertise by which they focus on the interests of the customers. Although then develop a healthy relationship over it.
Moreover, the customer also gives extra time and attention to listening to the offerings of salespersons even though his final decision is no. Personal selling is also faced with extra cost and effort in training salespersons to make them committed to the given tasks.
The advertising can be altered by continuing and discontinuing it in certain conditions. However, the size of the sales force is much harder to change in the case of personal selling.
Direct Marketing
Direct marketing may take the following forms.
- Telemarketing
- Electronic Marketing
- Online Marketing
- Direct Mail
There are four distinct characteristics that are shared in all of the above forms. The first characteristic is direct marketing, which is non-public in nature. It means that a specific person is addressed in this form of promotion tool rather than focusing on the general public.
Patronage reward
Cash or gift, for the regular use of a particular product of the company like privilege card membership given by the company to the regular user of the products.
POP displays
This is known as a Point of purchase promotion. Right display at the right place to attract consumers.
Contests
Contests are the promotion events that give consumers the chance to win something such as cash, trips or goods. Contests are conducted to attract new customers. They introduce a new products by asking the prospects to state the reasons for the purchase of the product.
The buyer purchases the product and submits the evidence of purchase with an entry form for the contest. Entry forms are duly filled by the buyers. A panel of judges selects the best and buyers are given prizes.
Cash refund offer
Cash refund offers are rebates allowed from the price of the product. It is an offer to refund part of the purchase price of a product to consumers who send proof of purchase to the manufacturer.
Moreover, if the purchaser is not satisfied with the product, the whole price or part of it will be refunded. A cash refunded offer is stated on the package.
Consumer sweepstakes
A sweepstake calls for consumers to submit their names for a draw. Names of consumers are included in a list of prize-winning contests. The lots are drawn and the winners get prizes.
Buy back allowances
Allowances are granted to buyers on the basis of their previous purchases. In other words, buyback allowances are given for new purchases, based on the number of goods bought previously
Demonstration
Demonstration is required when products are complex and of a technical nature. Customers are educated as to how to make proper use of the product. Demonstration of products induces customers to buy. Demonstrations are provided free of cost.
Bonus-Packs:
Bonus packs are generally limited to low bulk, low-price products, however, of late exceptions, such as Akai offer have been observed. An additional quantity of the same product or additional unit of the product is appreciated as a reward by the consumer. This also offers consumers the satisfaction of being a “smart shopper”.
Conclusion
The marketing world is a fast-paced one. Lately, it seems like there are a thousand new marketing campaigns, campaigns, and campaigns every day. And with all these new initiatives, it’s important for marketers to have the right promotional tools to succeed.