Promotion strategy p2 of 3
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Transcript of Promotion strategy p2 of 3
Promotion StrategyPart 2 of 3
Marketing 101 - PromotionPart One: Definition What promotion is NOT What promotion IS CautionsPart Two: Introduction Push/Pull Strategies and tools When to use push/pull tools
Part Three: Planning Match tools to marketing objectives Deep dive into publicity How’d you do?
Soma Jurgensen, Intentional Growth
Strategies
Promotion StrategiesPush:
Advertising (what?) Brand Word of mouth Relationship marketing Content marketing B2C sales promotions
& discounts
Trade shows Personal selling Promotional packaging
design Point of sale Direct selling
Taking the offering to the customer
Pull:Getting the customer to come to youHow is demand generated?
Push Promotional Tools
Trade Shows
Direct selling
Personal Selling Promotional Packaging
Point of Sale:• Display• Discount
Pull Promotional ToolsPromotional Advertising
Branding Content Marketing
Consumer Sales Promotion
Relationship Marketing
Loyalty programsEventsSponsorshipsEndorsements
Push Promotional ToolsWhen to use?• Increase demand through distribution channels• Provide sales incentives to intermediary• Added incentive for customer to buy – relationship
exists• Seasonal (display)• Novelty• Price discount at point of sale
• Lower cost items• Impulse purchases
Pull Promotional ToolsWhen to use?• Establish loyalty and repeat purchase
• Reinforce the brand
• Raise awareness
• Publicity – reputation management
There’s more!
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