Successful Marketing Requires Good Promotion
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Good marketing requires more than just developing a good product, pricing it attractively, and placing it to make it easily and readily available for purchase by customers. It also requires effective communication with all targeted present and potential consumers to bring about or succor consumption / purchase of our product(s) and service(s): that is, good marketing requires reliable promotion as well.
And, effective and good promotion of our product and services must take place at all stages of the consumption / buying process, namely: the pre-selling, the selling, the consumption, and the post-consumption stages – and, it can buy any one or a mixture (“promotional mix”) of the following main forms of communication, namely: 1. Advertising – Any paid form of non-personal presentation and promotion of products; 
2. Sales promotion – A variety of short-term incentives to befriend trial or purchase of a product; 3. Public relations and publicity – A variety of programs designed to promote a firm’s product(s) or to protect its image; 4. Personal selling – Face-to-face interaction with one or more prospective buyers for the purpose of making presentations, answering questions, and procuring orders; 5. Direct (and interactive) marketing – Use of mail, flyer, telephone, Fax, e-mail, SMS or Internet to communicate directly with or solicit response or dialogue from specific or potential customers In each of the five(5) main forms/platforms of communication, there are various tools available for our creative use, namely: Advertising Print & broadcast Posters, banners Signboards Display signs Point-of-purchase display Brochures, booklets Videotapes Audiovisual material Motion pictures Packaging – outer Packaging – inserts Symbols & logos Slogans Directories Sales Promotion Discounts. Rebates Gifts, premiums Contests, lucky draw Free reno-package Free insurance Low-interest loan Refreshments Entertainments Special Exhibits Fairs, trade shows Redemption coupons Free tasting Money-back guarantee Trade-ins Public Relations Press releases Publications Speeches Seminars Annual reports Charitable donations Sponsorships Scholarships Community Relations Lobbying Press conferences Company magazine Events Personal Selling Sales presentations Fairs & trade shows Sales meetings Incentives programs Samples Direct Marketing Telemarketing Mailings Fax mail E mail SMS Voice mail Catalogues Flyers You will note that the above Table shows the availability of both the traditional communication tools (newspapers, magazines, radio, telephone, television, billboards and the likes) as well as the newer communication tools (computers, fax machine, cellular phones, SMS, other wireless applications and the likes). Nevertheless, apart from the above “promotional mix” of the five (5) main communication means, it is valuable to recognize that a marketer or his marketing firm also communicates with its customers in other ways – its stationery, the mannerism and dressing of its staff, the decor and overall impression of its office, the general landscaping of the genuine estate development he/it is marketing, its external façade, appearance and colour choice, etc. all speak something about the marketer, his firm and the likely quality of the products and services being marketed. To achieve optimum marketing results, the main “promotional mix” must always be integrated with these other communication signals and the other 3Ps in the marketing mix (product, price and place) as well as the 3 Psof respectable services (people quality, physical evidence and process). Periodic reviews / audits of all the firm’s likely communication interfaces with its potential market must also be carried out to assess which interfaces (impressions and experiences) have the most influence at each stage of the consumption/buying process. This will then help us to prioritise the allocation of marketing dollars and attention to achieve optimum results and success. By: P/s: Have you visited my blog: http://moneymakingviainternet.blogspot.com? You may also want to buy online products there…cheers. |
Tags: 1 2 1 direct response, direct response marketing definition, Emotional Direct Response Marketing, response one direct marketing