Promotional Marketing

Promotional marketing involves a ‘Promotional Mix’ that consist of several factors including  advertising about non-personal presentation and promotion of ideas, commodities or services by an recognized sponsor, personal selling involving persuasion to buy or purchase any goods or services through face to face talking or interaction through telephone.

Why Is Promotional Marketing Important?

Any brand needs to be promoted to give it any chance of a success. And even when a product or a service has not become a brand, promotional marketing is still important. That is because this exercise when carried out can help build the brand.

In the market today there is a fierce competition going on. One inch of space left to the competitor means that your business is not only losing out, but it is falling behind the competition. Promotional marketing can correct this.

 

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Phases of Promotional Marketing

There are many phases of promotional marketing. In the first phase the company attempts to reach out to the market and tries to build up brand identity so that the public at large comes to know about the business and the offering. Then once this objective is attained, the business attempts brand retention marketing, whereby the promotional marketing attempts to keep the public remember the offering. Then there are special deals and new releases from time to time that can also be brought under the sphere of promotional marketing.

Examples of Promotional Marketing

Telemarketing is an example of Personal selling technique. Promotional Mix also involves Sales Promotion where incentives are often offered to arouse the purchasing instinct in a person. Trade shows, exhibitions and sweepstakes are common examples of this promotion. Sometimes, Public Relations also come into play in Promotional Mix in which non-personal stimulation of demand for a product or service is given to the media in a round about way.

Promotional marketing may be divided in two parts. And they are…

  • Above The Line promotion in the media through TV, Newspaper, Internet, radio, etc in which the advertiser uses an Advertising agency to place the ad, and
  • Below the Linepromotion tends to be subtle enough where the consumer is unaware that the promotion is going on. Sponsorship, Trade Shows and Merchandising are some of the common form of ‘Below the Line’ promotion.

 

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Incidentally, the most significant aspect of promotional marketing involves generating better ideas. Commonplace ideas that have been often applied, but presented in a newer garb can hardly break the ice. And unless the consumer is adequately interested in a product or the service, the entire promotional marketing effort mighe be ruined. And this is not what the business wants.

Also, promotional marketing professionals often stop at the first idea they think of when developing creative ideas to promote their business, event or brand. And while the first thing they think of may indeed make sense, these ideas are usually cliché and tired. But by digging deeper, better promotional marketing ideas can be better involves into something that eventually becomes more effective for the business.