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Marketing Mix: Promotion article

Marketing Mix: What is the Promotion Mix?

What is the Sales Promotion? What are the Sales Promotion Mix elements?

Our product is ready, we have positioned the features according to our goals and we are happy with the result. We created the pricing as well, by choosing the right strategy. We have set distribution channels, and our product is ready to reach potential customers. So, what is left? Promotion!

Promotion is the last and perhaps the most exciting element of the marketing mix. It consists of a combination of many different aspects created specifically for each product. This is what we call the Promotion Mix.

What is the Sales Promotion Mix?

“The Promotion Mix refers to the blend of several promotional tools used by the business to create, maintain and increase the demand for goods and services.”

The Promotion Mix, also known as the Communication Mix, consists of 5 main titles.

  • Advertising
  • Sales Promotion
  • Personal Selling
  • Public Relations
  • Direct Marketing

Now, let’s take a look at these titles one by one.

Advertising

“Total U.S. ad spend in 2018 reached $151 billion, a 4.1% increase over the previous year, according to Kantar Media data shared with Marketing Dive.”

Advertising is a concept we know very well and hear quite often. “It is the business of drawing people’s attention to a good or service. A public promotion of a product, service, cause, or a movement.” Advertising on radio and television channels, or printed advertisements in newspapers are the most common examples we can give. In addition, the effectiveness of digital marketing also makes it very popular to advertise online.

Advertising has been in our lives for a very long time. “The origins of advertising can be traced back to newspaper advertising in the 19th Century.” Just like how it is now, people needed advertising to promote the product or service they were going to sell to potential customers. Of course, today’s advertisements reach a much wider audience. Not only do they reach wider audiences, they compete with each other in persuading customers; with more effective presentation techniques and technologies.

Sales Promotion

Sales promotions are the campaigns and efforts to promote the sales of products or services. We can give timed discounts, trial campaigns, and organized events as examples.

Sales promotions are relatively short-term practices. They are especially used during important seasons such as holidays; because people are more inclined to shop these days. In the short run, they can greatly improve sales. They are ideal for both keeping your existing customers, and getting new customers to try you.

Personal Selling

These are personalized practices. Marketing a product or service by making connections through companies’ sales representatives, is personal selling. This is a more traditional marketing method. But, especially important sales can be scored much more effectively this way. It needs to be applied carefully, as it can be more expensive than other methods.

Personal selling is particularly important in business-to-business marketing. “It’s most commonly used for business-to-business (B2B) selling, although it’s also used in retail and trade selling, too.” We can say that this is because business-to-business purchases are much bigger in volume, and often require communication as customized orders.

Public Relations

“Public relations (PR) is the process of maintaining a favorable image and building beneficial relationships between an organization and the public communities, groups, and people it serves.”

PR is very important for the company to be liked by the people. Especially nowadays, as the consumer awareness is higher, bad reputations or incorrect brand images can put a company in dire situations. For the company to follow the right policies to have a good image, it needs to pay attention to its PR efforts and expenditures.

Press releases, online presences, sponsorships and events are examples of PR work.

Direct Marketing

Direct Marketing has gained importance especially with the development of technology. Previously, it was only possible for companies to market directly to customers through methods such as promotions sent by mail. But now, digital marketing gave way for much more. Companies can communicate directly with customers, get answers, and establish better lasting customer bonds much more easily. Although it is quite cheap, it can achieve high effectiveness. Thanks to this, it has become very important for companies. Using it with ads is critical to an effective promotion strategy.

Mail, email, online and social media marketing are the most effective examples of direct marketing.

Sales promotion is at the heart of every effective marketing strategy. Therefore, in this article, we explained the Promotion Mix and its elements. If you have any questions about this topic, we would love to answer them.

See you in our next articles!

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