Glossary of Marketing Terms
View GlossariesPromotional Marketing
Promotional marketing is an approach that utilizes various promotional techniques to increase awareness, engage interested customers and take corrective action toward a specific product or service. Promotional marketing attracts customers, increases sales, and builds brand recognition.
What is promotional marketing?
Promotional marketing refers to a strategic approach involving various techniques businesses use to promote their product, services, or the brand itself, which takes place by implementing marketing campaigns, initiatives, hosting events, or messaging intended to spread awareness.
Promotional marketing involves various strategic tools to reach the target audience effectively, such as public relations, direct marketing, social media marketing, and many more.
What are marketing promotional strategies?
Marketing promotional strategies includes various strategies such as:
- Sales promotion
- Public relations
- Advertising
- Social media marketing
- Influencers marketing
- Affiliate marketing
- Sales promotion: Offering customers discounts, coupons, limited-time offers, one-time deals, or other targeted marketing messages can help promote products or services.
- Public relations: Using strategies related to public relations, such as investing in media coverage, interactions or enhancing brand visibility and reputation.
- Advertising: Utilizing various channels like print media, online platforms, and social media to deliver and cater to targeted markets and promotional messages for products or services.
- Social media marketing: Social media marketing can help promote product services and brand awareness by running contests online or engaging with them through polls or questionnaires, which allows the brand to grow awareness.
- Influencer marketing: Collaborate with influencers working in that industry or are more influential and build credibility to promote products and services to their audience through sponsored content or endorsements.
- Affiliate marketing: Partner with affiliate marketers who promote products or services through their channels, earning a commission for each successful referral or sales generated.
- Guerrilla marketing: Guerrilla marketing creates marketing tactics to surprise and engage the target audience in unique, low-cost ways with high-impact marketing strategies that are totally based on creativity and imagination.
- Digital marketing: Direct marketing includes email marketing, sms marketing. This strategy helps to promote the brand by personally reaching out to the customers.
- Content marketing: Content marketing involves creating and providing valuable content like promoting through blogs, articles, youtube videos, or podcasts as well. This helps to promote the brand and educate potential customers about the brand visually.
What is cross-promotional marketing?
Cross-promotional marketing is an approach where complementary brands collaborate to promote each other's services. In other words, creating mutual benefits to leverage benefits and customer base. This marketing strategy helps build new audiences and customers, increases brand visibility, and lets the business grow mutually.
What are promotional marketing examples?
Some examples of promotional marketing are as follows:
- Discount Coupons
- Flash sales
- Seasonal promotions
- Referral programs
- Gifts with purchase
- Discount coupons: Coming up with discount coupons with a fixed amount of purchase when they present a coupon code or physical coupon at the point of sale.
- Flash sales: Offering limited-time sales events with significant discounts or exclusive offers, creating a sense of urgency and encouraging immediate purchase.
- Seasonal promotions: Creating unique edition products or seasonal promotions that are available for a limited time, enticing customers to make purchases before disappearing.
- Referral programs: Encouraging customers to refer friends and family to help grow the business by offering discounts or reward points.
- Gifts with purchase: Providing customers with a complimentary gift or bonus item when a purchase is made also can add value to their transaction.
What are the objectives of promotional marketing?
The objectives of promotional marketing are:
- Increase brand awareness
- Customer loyalty and retention
- Generate interest and excitement
- Make a competitive base
- Enhance customer knowledge
- Innovation to the brand
- Increase brand awareness: The basic aim of the promotional mix is to increase brand awareness by reaching the target audience through their identities, such as logo, brand name, messaging, and USP. This is done to make the brand more recognizable among the customers.
- Customer loyalty and retention: Promotional marketing plays a large role in creating a customer base that fosters loyalty and builds long-term relationships with customers; brands do this by putting in personalized efforts, increasing customer satisfaction, and repeat purchases.
- Generate interest and excitement: Promotional marketing seeks to generate interest and excitement amongst the customer about the product, services or showcasing their brand with techniques, capture the attention through various strategies and hype their customer base.
- Make a competitive base: Engage in practices that give an edge over the competitors and differentiate your brand from them; highlight the product superiority by demonstrating it to the potential customers.
- Enhance customer knowledge: Promotional marketing allows the brand to educate customers, enhance their knowledge about the brand, and make them aware of the quality product or services being offered with add-on benefits, which will help them make mindful decisions.
- Innovation to the brand: The brand should bring innovation by working towards the customers' pain points and bringing innovations according to the demands proactively; this will allow the brand to be more engaging towards the customers and make a loyal customer base.
What are the goals of promotion marketing?
The various goals of promotional marketing are as follows:
- Increase sales
- Generate leads
- Encourage trial and adoption
- Creating buzz and generating word-of-mouth
- Increase sales: Any brand's primary and foremost goal would be to increase sales and drive revenue through promotional activities such as incentives, discounts, or exclusive offers to motivate customers to make a purchase.
- Generate leads: Promotional marketing can be leveraged to generate potential leads and turn them into purchasing customers. This can be done by offering incentives and valuable content in exchange for contact details, and businesses can build a database of potential customers.
- Encourage trial and adoption: Brands should try promotional activities to encourage customers to try a new product or service, such as free samples, practice offers, or limited-time promotions can incentivize customers to experience the offering, leading to potential adoption and future purchase.
- Creating buzz and generating word-of-mouth: Promotional marketing can generate hype/buzz and stimulate positive word-of-mouth referrals. Memorable campaigns, unique promotions, or viral marketing efforts can create excitement and generate organic conversations about the brand.
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