Promotion strategy

When considering the planning of a promotional campaign it is important from the outset to have a clear understanding of what a plan is and what use it has to the management of the promotional campaign.

A plan is simply a design for achieving a specific objective or several objectives.

Promotional strategy is a plan for the optimal use of the promotional mix elements: advertising, public relations, personal selling, sales promotion and social media. Promotional objectives, policies and programmes as a whole and individual approach of each elements blend into the promotional strategy.

The main function of a marketer’s promotional strategy is to convince target customers that the goods and services offered provide a competitive advantage over the competition.

There are two types of sales promotion:
*Push promotion – marketing team push the product-service mix through the service delivery system or channels of distribution. This strategy concentrates on middleman or retailers who push the sale of the product to the final consumers.

*Pull promotion – aiming at stimulating consumer’s interest and having them pull the product through the channels of distribution. It persuades buyers to go to the sellers to buy. Sales promotion, particularly customer promotion, is an important form of pull strategy, which asks the sellers or retailers to attract the buyer.
Promotion strategy