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Promotion
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Promotion tells customers about a product and persuades them to buy it. The right method depends on who you want to reach.
Promotion strategies
Advertising: paid messages on TV, radio, posters, websites.
Sponsorship: paying to be linked with an event, team or show.
Product trials: free samples or trial periods.
Special offers: discounts, buy one get one free, competitions.
Branding: a name, logo and image that customers recognise and trust.
Sponsorship: paying to be linked with an event, team or show.
Product trials: free samples or trial periods.
Special offers: discounts, buy one get one free, competitions.
Branding: a name, logo and image that customers recognise and trust.
Matching the segment
A toy aimed at children might use TV adverts during children's shows. A luxury car might sponsor golf.
A small local business might use leaflets and social media rather than costly TV.
A small local business might use leaflets and social media rather than costly TV.
Technology in promotion
Targeted online advertising: adverts shown to users based on their searches, location or interests.
Viral advertising: content shared widely by users on social media, so it spreads cheaply.
E-newsletters: emails sent to subscribers with news and offers.
Viral advertising: content shared widely by users on social media, so it spreads cheaply.
E-newsletters: emails sent to subscribers with news and offers.
A new sports drink wants to reach young athletes. Suggest a promotion method.
- Young athletes follow sport and use social media.
- Sponsoring a sports event or influencers targets them.
Answer: Sponsorship of a sports event.
Promotion: advertising, sponsorship, product trials, special offers and branding. Choose methods that fit the segment. Technology adds targeted online adverts, viral social media and e-newsletters.
Check you have got it
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