Definition of Product Promotion

June 17, 2008 at 10:22 pm 7 comments

Q:  What is product promotion?

A:  Promotion is one of the proverbial Four P’s of marketing.  To re-cap, marketing experts cite the following four components as the essence of marketing:

  • Product
  • Place
  • Promotion
  • Price

I define Promotion as those activities marketers engage in to advertise and sell their product. Essentially, it’s all about getting the word out to your target audience and presenting them with an offer and a message that resonates.

What’s exciting to us is the opportunity to take advantage of the numerous channels available to marketers today. We believe that the best communications/promotions strategy incorporates a combination of some of the following channels:

  • Print advertising (magazine, newspaper)
  • Interactive advertising (Internet)
  • Social media (social sites such as Facebook, Myspace and LinkedIn, and company blogs)
  • Direct mail
  • Email
  • Telemarketing
  • Personal sales (salespeople)
  • Public relations
  • Television
  • Radio
  • Billboard
  • Tradeshows
  • Inserts (magazine or newspaper)
  • Flyers

The challenge is to develop the best mix of the above channels.  Know your target market.  What are they reading?  Where are they networking?  Where do they live?  Then, try to figure out how they’d like to hear from you.

The better you are at reaching your prospect or customer at the right time, and with the right message, the more effective your promotion will be.

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7 Comments Add your own

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