Craft your WHY – strategically, consistently communicate that WHY

Yinka Ogunlami 14:14 - 20 November 2015

Why should a consumer choose your product or service? Promotion is the voice you give your brand.

Promotion is the communicating aspect of the entire marketing function. Why should a consumer choose your product or service? Promotion is the voice you give your brand.

We know promotion as one of the 4ps of the marketing mix, which initially started to gain popularity in 1964 after Neil Bolden wrote an article titled “The concept of the marketing mix” – where he described marketing as a mixture of several ingredients such as product, planning, pricing, display packaging, advertising, branding, distribution, promotions, personal selling etc. Eventually E. Jerome McCarthy clustered all the ingredients into 4 giants, which we now have as the 4ps of the marketing mix.

Promotion is communication and a good promotion should

Appeal to the intended target audience
Clearly highlight the key features and benefits of a product or service
Properly understood by the intended target audience

Objectives of a Promotion

To inform consumers – creating awareness of a product or service
To increase demand for product or services – generating sales
To differentiate a product or service – creating brand loyalty

Promotions may include;

Personal selling
Advertising
Sales promotions
Direct Marketing
PR

Promotions can be done;

1. In a physical environment

Events such as Concerts, Trade shows, Open field, Department stores etc

2. Through the Media

Prints such as Newspapers and Magazines
Electric Media – Television and Radio
Digital Media – Internet, Social Networks, Social Media

Both Big and Small businesses can effectively leverage the digital space to promote products and services.

RDM is your complete digital partner, established with the right expertise to help you communicate your product and services in the most effective manner to create awareness, generate sales and build brand loyalty.