Promotions - what is it? The organization and carrying out of actions

Increasing competition on all markets leads to the fact that marketers strive to find new ways to promote products. Today is increasingly hidden and unconventional ways of influencing the consumer. In seeking new methods of promotion you receive this type of advertising, like BTL, i.e. indirect advertising, which includes promotion. What is promotion? How to hold them? And what kinds are there? All this we will tell in our article.

Concept

So, we are interested in promotion. What is the action, explain, probably do not need, and that's what "promo"? In English this word means... "advertising". Simple, isn't it? And yet offer you a little deeper into the maze of marketing and to define the term promotion. This term means the complex of measures on bringing to the consumer information on the benefits and virtues of a thing (service, brand, and manufacturer) and encourage them to make a purchase. The main tool of promotion is advertising. It is video media (ATL) to which we are all accustomed to: television and radio spots, billboards on the streets etc. But consumers are less responsive to such methods of advertising, and necessity to come up with new ways of delivering marketing information to the public. So there is indirect, is hidden, or BTL, which include promotions. They are understood custom actions to report information about the product to the consumer. The latter is involved in the process of obtaining information and often don't even notice the advertising nature of the message or sees it as an additional benefit and therefore decides to take part in this action.

Aims and objectives of stock

Any promotion is always a main goal-to increase sales of the product. But this supergoal lead a variety of steps, including promotions. This method works well: as a result, it is possible to achieve specific tasks, which allows to approach the global goal. They can be directed to:

- increase consumer awareness about the properties of goods;

- to stimulate trial or repeat purchase;

- the establishment of the consumer Association of advertising messages from other media (media) with a specific product;

- attracting new customers;

- launching new products and brands;

- challenging stereotypical ideas about the product;

- the formation of positive emotions in connection with the goods.

Planning

There are several types of promotions, and their number will only increase as marketers constantly strive to find new ways of advertising products. However, the stages of preparation of such marketing actions as a whole are arranged in a single chain. You first need to define the purpose and target audience of the promotion. What is the target audience? The consumers with a certain set of characteristics (gender, age, income, etc.) with which to establish communication. Then elected the most appropriate course of action determined by its timing, geographical coverage and budget. Then the scenario action, select personnel, produced the necessary materials (flyers, stands, uniform, etc.). All data is collected in a single plan that defines the responsibility for each kind of action. Then implements the action and assesses its effectiveness.

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Types of stock

The easiest way to answer the question: "promotions – what is it?" through their classification. The old view – that's sampling. Newer, but has already become familiar: leafleting, sampling, contests, sweepstakes, and gift promotions. Of the newest types worth mentioning switch-selling, i.e. exchange of products of competitors to promote the product, bonus promotions, coupons, cross-promotion, i.e. the promotion paired with a non-competitive product, flash mobs. Also, the promotions include the field of merchandising, i.e., design point of sale POS materials, business in the sales area, display of goods etc Some researchers these include marketing actions in the Internet.

Sampling

Distribution of samples – the correct way to get someone to test the product. Free products are very attract the target audience. There are several variants of sampling: samples distribution in places of a mass congestion of consumers, spread through print media (pasting in the logs sachets of shampoo, cream, perfume), exchanging half-empty packs of the full pack of goods. When using sampling, we must carefully study your target audience and its needs. So, take a bag of cheap mayonnaise in the lobby, expensive store dare not every shopper, because it can ‘hit’ to its image in the eyes of other visitors retail outlets. Conversely, to distribute expensive premium product in the store economy is meaningless. As buyers will gladly take a sample, but are unlikely to make ever purchase.

Leafleting

Distribution of leaflets, coupons, flyers a few years ago was very successful.Today this is very cheap way of advertising has become so frequent that discredited and does not give the desired effect. Although leafleting – this is a very easy way to alert the target audience about something, for example, about the upcoming action in the store. But the promotions with the distribution of leaflets must be carefully considered. The consumer takes longer or does not read simple informational texts. He prochet and keep only what is profitable for him. So the flyers need to give value in the eyes of the consumer. That is, the resulting text should bear the benefit of discount, the opportunity to exchange for a gift, etc. Or he must be interesting to the consumer - for example, more recently, the people gladly took the pocket calendars. Today it is possible to interest a potential customer printed on a leaflet some recipe, advice, or other useful information.

Gift with purchase and sweepstakes

Human Nature is such that he at any age loves gifts. Therefore, stocks with the distribution of gifts enjoy the same success. This is a great way to stimulate buyers to commit a greater number of purchases, or at least one trial purchase. Variants of these promotions a lot. It can be an exchange of coupons or packages for prizes. An example of such a promotion can be advertising ice cream “Tycoon” campaign “get an ice cream and win a car”. In 2014, the company played two Porsche Cayman pink and black and thereby stimulate buyers to try new varieties of cold desserts. In 2016, an ice cream maker "Tycoon" action "Lamborghini” which beat records of popularity, he repeated his success and within 3 months have taught buyers to a new kind of products. Stock of gifts and lotteries is especially beneficial to firms whose goods are prohibited to be advertised on the mass media (alcohol, cigarettes). As an example we can cite the company “Ochakovo" promotion "Win bullion gold and silver” which also brought dividends.

Contests and trivia

Another option for the distribution of gifts are various competitions that not only encourage consumers to buy the product, but also involve him in the conversation. It is often held, for example, the contests in which wins the one who gets the most votes. It makes the consumer not only to participate in the competition, but also encourages him to use his friends to vote for him. This leads to the fact that the participants themselves are spreading information about the project and reduce the costs of advertising. For example, the magazine EUROMAG conducted quiz «Win a trip to Norway”, encouraging consumers to learn more about the tourist sites of the country and forming a pent-up demand. Such actions do not bring immediate commercial results, but have prolonged accumulative effect.

Tasting and testing

After the consumer has tasted the product, the chances that he will make a purchase, greatly increased. Therefore, tastings and tests so popular when promoting products. Yes, it is a costly method of advertising, it requires special training, but with proper planning fully justified. You only need to carefully choose the place of the action. So, many residents of megacities remember a few years ago at the weekend in hypermarkets literally was overcrowded between promostoyki tasting. You need to understand that the average consumer and the high-yielding group will not try the product in a hypermarket. But in a restaurant or club he enjoyed prodemonstriruet wine or cigarettes.

The Advantages of stock

The Involvement of the consumer in communication with the product – it is now the most progressive way to promote the latter. Promotions (promotions) allow you to tell the consumer about the product and to overcome the negative attitude to advertising. Promo – often a troublesome and expensive matter, but it usually brings fast and visible result.