Methods of product promotion for any budget. Methods of product promotion for any budget Types of product promotion in marketing

Promotion of goods to the market refers to the use of various methods by which the seller can convince the buyer to buy the given product. The techniques for promoting goods are:

  • informing consumers about the product (where you can buy the product, what is its price and other information about the characteristics of the product);
  • conviction of the merits of the product, motivation to buy this product;
  • a product reminder to stimulate additional demand.

The following means of promoting products to the market are distinguished:

  1. Personal (personal) sale. It is the regular contacts between the seller and the consumer. The seller, when serving the client, must provide him with all the necessary information about the product, about how to use it correctly.
  2. Advertising. It is a paid product newsletter that is distributed through the media. Advertisements are aimed at calling for the purchase of a particular product. An advertisement consists of two main parts: a text part, and an artistic, graphic part of the advertisement. Advertising should communicate the necessary information, be transmitted a sufficient number of times, promote the sale of products, generate income that covers the costs of its creation.
  3. Public relations. The success of most firms is supported by good public relations. That is, it is necessary to maintain good relations with the local population, sponsors, government agencies, and the media. Most consumers prefer reputable firms that have created a favorable image of a respected firm for themselves.
  4. Sales promotion. This tool improves the effectiveness of advertising and personal (personal) selling. Sales promotion includes the following activities:
    • rewarding sellers for good work;
    • application of special discounts to the price in case of poor sales of goods;
    • distribution of free samples of new products;
    • free attachment of a small souvenir to the product;
    • organization of exhibitions;
    • issuance of coupons that make it possible to purchase goods at a discount;
    • holding contests and lotteries.
  5. Service. Satisfying customer requests, quality customer service can guarantee new orders in the future. Service builds trust in the company. An example is the establishment of a warranty period for goods, the possibility of returning or exchanging goods, and troubleshooting.
  6. Creating a positive public opinion. This method is a free communication about a company or its products through the media. For example, a speech by a company representative on television or radio, a press conference.

Advertising

A manufacturer in a market economy, with the help of advertising and other sales promotion techniques, tries to gain an advantage over competitors. Business success is determined not only by the size of the initial capital, but also by the quality of business communications. The types of business communications are very different. This includes: conferences, exhibitions, seminars, presentations, press conferences, interviews, round tables, business lunches, negotiations. But the most basic type of communication is advertising.

Purpose of advertising - to increase the market share of the manufacturer of the goods and to strengthen the loyalty of consumers in relation to the product. This means that the firm hopes to move the demand curve to the right while reducing its price elasticity.

Advertising is considered any appeal of the manufacturer, the seller or their representatives to a potential consumer-buyer. In the mid-1990s, the US advertising market was estimated at $ 250 billion a year (it has tripled over the past 10 years); in France at 30; billions of dollars (trebled over 7 years); in Russia at $ 1 billion, but the tripling happened in two years. The turnover of the Russian advertising market in 1996 increased by 10% compared to 1995 and amounted to 1.1 - 1.5 billion dollars. At the same time, the turnover on television reached 344 million dollars, the press accounted for about 700 million dollars, outdoor advertising about 80 million dollars ("Advertising business" by EA Utkin). In the 2000s and 2010s, these values \u200b\u200bincreased many times.

There are different types of advertising messages: informational, reminiscent, image. You can also highlight social advertising that addresses universal human values \u200b\u200b(preservation of the environment, health, etc.). Information advertising brings to the attention of the consumer information about the manufacturer, the product and its qualities, methods of purchasing the product or obtaining additional information. The ultimate goal of information advertising is to create or increase sales of products.

  • daily newspapers, which, in turn, can be subdivided into business, entertainment, national and local; weekly publications are also divided into business, socio-political and thematic;
  • illustrated monthly publications of a predominantly popular science or entertainment nature;
  • technical and professional publications;
  • advertising and information publications can be free of charge, have a symbolic or very real price.

The main factors influencing the choice of a publication are circulation and sales volume, audience, image of the publication and its life cycle (for daily newspapers - two days, for weekly publications - 10 days, for monthly ones - about 50 days), circulation rate (average number readers of one copy).

Advertising on television occupies an important place. The disadvantages of advertising on television are that information is poorly remembered, and the abundance of ad units annoys consumers, and this reduces the effectiveness of television advertising. Radio lags far behind television.

In the last 10-15 years, advertising on the Internet has been booming. Even traditional businesses like funeral agencies began to actively promote in service aggregators. For example, many funeral agencies use a catalog of funeral agencies, some order other types of online advertising. Now on the Internet you can find almost any commercial proposal, and in terms of audience coverage, the largest Internet sites are comparable to targeted channels.

Outdoor advertising plays an important role: posters, stands, billboards, scoreboards, as well as direct-mail (direct mailing of advertising materials).

Point of sale advertising (POP) occupies an intermediate position between advertising in the media and sales promotion, which accounts for an average of 5% of the marketing budget of the firm. It covers: information activities of the store itself (posters, posters, panels, videotapes, radio announcements), techniques used by the manufacturer (racks, stands, video systems, carts, odors), joint events between manufacturers and sellers (personnel uniforms, expositions, containers, bags, etc. other packaging materials).

When forming the advertising budget, it includes the costs of creating advertising materials and their placement in the media, as well as the associated administrative costs (salaries of employees of the advertising department or consultants' fees). In accordance with another approach, a unified marketing budget is formed, which includes research costs (on average about 15% of total costs), sales promotion (about 50% on average), advertising (about 30%) and public relations ( around 5%).

1 - research costs;
2 - costs of sales promotion;
3 - advertising costs;
4 - costs for public relations.

Distribution channel (sales) - a set of ways to promote goods from manufacturer to consumer. Types of distribution channels for goods:
  1. Producer -\u003e consumer. This channel represents the direct, direct sale of goods by the manufacturer to the end consumer. For example, a private bakery sells its bread in its own store.
  2. Manufacturer -\u003e Retailer -\u003e Consumer. In this case, manufacturers first sell their product to retailers, who then resell the product to the final consumer. Most often, such a channel is used to sell clothes.
  3. Manufacturer -\u003e wholesaler -\u003e retailer -\u003e consumer. This distribution channel is suitable for selling household appliances.
  4. Manufacturer -\u003e sales agent (broker) -\u003e wholesaler -\u003e retailer -\u003e consumer. This distribution channel is used in those industries in which the sale of goods is carried out by specialists.
The choice of a distribution channel depends on the following factors: the number of points of sale of goods, distribution costs, the degree of control over the movement of goods through the channels. Product distribution channels:

Transport

The distribution of goods includes the following costs: transportation costs, storage costs, administrative costs, other distribution costs.

Transportation costs of products represent a significant portion of total distribution costs. When choosing a mode of transport, the company is guided by the following task - to achieve the most efficient method of distribution as a whole at minimum costs. Transportation can have a significant impact on the sales of goods. The faster a company delivers its goods, the more advantage it will get over its competitors.

The following types of transport are distinguished:

  1. Freight, automobile. This type is used most often. The advantage of this type of transportation lies in the ability to transport cargo on highways at any time, in the ability to deliver the cargo "from door to door". The disadvantage is the inefficiency of transporting heavy and bulky commodities such as metal or coal.
  2. Railway transport. This type of transport is characterized by the ability to transport heavier and more varied cargo. But the disadvantage is that it is impossible to deliver goods exactly to the consumer by rail.
  3. Water transport. This is the cheapest form of transport. This type is mainly used to deliver goods such as oil, coal, ore, cotton and timber. The disadvantage is that the ships are slow and the voyages are not frequent. It may also be accompanied by unnecessary costs associated with the delivery of goods to the port, with damage to goods.
  4. Air Transport. This is the fastest mode of transport. The disadvantage is the restrictions on the size and weight of the cargo. Also, airports are located in certain places, flights depend on weather conditions.
  5. Pipelines. This type of transportation is used to deliver gasoline, natural gas, coal or wood chips in a liquid medium. But this transportation is very slow.

Transport can have a huge negative impact on the environment: aircraft and car noise, gas emissions, deforestation for road construction, pollution of the oceans and seas as a result of damage to tankers carrying oil, etc.

9. Promotion of goods (services)

9.1. Promotion functions

Promotion - any form of messages for information, persuasion, reminders of goods, services, social activities, ideas, etc.

The most important promotion functions:
- creating an image of prestige, low prices, innovation,
- information about the product and its parameters,
- maintaining the popularity of goods (services),
- changing the way of using the goods,
- creating enthusiasm among the marketing participants,
- persuading buyers to switch to more expensive goods,
- answers to consumer questions,
- favorable information about the company.

Promotion goals: stimulating demand and improving the company's image. Specific actions depend on the so-called hierarchy of impact (Table 9.1).

Table 9.1

Their roles in consumer and industrial marketing are somewhat different (Table 9.2).

Table 9.2

Places by the importance of types of promotion

If marketing research is aimed at “listening” to the consumer, then promotion is the second half of the dialogue (see Figure 35).

Fig. 35. Roles of Research and Promotion in Marketing

9.2. The composition and main provisions of the theory and practice of advertising

The concept of coding is as follows. Mediums of transmission of advertising messages (television, press) have specific features that can distort the message, introduce “information noise” there. Therefore, a certain optimization of the influence of individual messages is necessary, taking into account the external environment of the recipient.

Promotion should be considered as an integral part of the marketing mix. Advertising refers to competitive product brands. Therefore, it would seem that with its help it is necessary to try to increase sales of this particular product. However, the progressive element of promotion is the promotion of the entire company, not its individual brands. Since a company can use different types of promotion, this promotion contributes to the promotion of individual brands of goods. Each type of promotion is designed for a specific target audience. But each of these promotion campaigns should be seen as part of a whole.

Research has shown that advertising is more effective if:
- the product is standardized,
- there are many end consumers,
- small purchase is typical,
- sales are carried out through channels of intermediaries, and not directly,
- support service is important,
- the product has a premium price (or premium quantity),
- the manufacturer has a significant profit per ruble of sales,
- the manufacturer has a relatively small market size and / or excess production capacity,
- most of the manufacturer's sales are new products.

In general, there are three main groups of actions in advertising:
- informing (a message that a product exists and what its qualities are),
- persuasion (evoking favorable emotions, forming a position of product recognition, switching consumer decisions to purchase it),
- maintaining loyalty (securing existing consumers as the main source of future sales).

To ensure all this, a unified process for managing advertising activities should be carried out (Fig. 37).

9.3. Advertising in industrial marketing

Advertising in industrial marketing has its own characteristics. In many ways, it is carried out through personal contacts and requires more information. These campaigns last for a longer period, the budget of advertising campaigns is relatively smaller (per unit of sales). The campaign typically targets 6-7 people in each buying organization, and so on.

9.4. Development of a message (message)

The main message in advertising is usually based on the specific benefit with which the advertiser identifies the main advantage by which his product differs from that of a competitor. The advertiser will seek to find a Unique Selling Proposition (USP). It can be based on physical or intangible characteristics of the product. On the other hand, SCP can be based on a psychological aspect: fear (insurance of financial transactions), guilt, positive emotions (love), humor. It can also be based on certain associations (Pepsi Cola and Michael Jackson).

Moreover, if the product is practically similar to similar products of competitors, then the firm may try to explain its merits more clearly than competitors, for example, differentiate its advertising style and thereby create an “additional dimension” in the effectiveness of advertising.

It is believed that an advertising campaign should be built in two stages:
- involvement of opinion leaders;
- attraction of the bulk of potential consumers (typical groups of consumers in different stages of the product life cycle should be taken into account).

The message can be contained not only in a speech or video sequence, but also in something that was not mentioned, but it is quite eloquent.

The choice of the message must take into account the need to convince the recipient. Experts usually recommend some concentration on the central selling proposition. The strength of an advertising campaign depends on the strength of the underlying idea behind it. This idea should be:
- well defined and rich;
- clear and simple;
- believable to the recipient;
- resistant to opposition;
- related to the needs of the consumer.

The actual application of marketing techniques may differ significantly from theoretical provisions. Thus, it is considered an axiom that any marketing decision should be based on marketing research. However, there are situations where this is literally difficult to follow. For example, a competitor dramatically changes its strategy, and a response should follow in a few days. There is simply no time for marketing research, and decisions are made largely intuitively.

Real (“rough”) marketing, therefore, is based on the inclusion of a large number of intuitive factors due to incomplete information and lack of resources. Therefore, when designing advertising messages, success will largely depend on the plausibility of modeling the average consumer.

In theory, the choice of the communication medium should be the process of choosing the most economically efficient medium to achieve the greatest coverage and number of submissions. Both of these measurements are usually evaluated. Advertising must reach the maximum number of target audiences. It is usually difficult to master the last percentages of this mass: the cost of cumulative coverage follows an exponential curve. Thus, the coverage decision in practice represents a balance between the desired full coverage and the cost of achieving it.

Even with high reach, it is not enough to influence the recipient with a single ad submission (“Opportunity To See” - OTS). It usually takes an average of about 5 OTS to achieve the necessary degree of exposure to the level of recognition and shift of attention to the advertised product brand. It may take 20-30 national press releases to reach five OTS even with 70% target audience coverage. Submission frequency is a function of campaign time. 12 messages per year or 12 messages per week are not the same thing. It is often considered appropriate to present information in “rolls” or “waves”.

The main types of message media (in order of importance):

The press can be divided into the following sectors: national newspapers, regional newspapers, magazines, professional and technical literature.

Posters (road posters), radio and cinema are the least attractive media for transmission of messages due to their specificity.

Research in England has determined the positioning of various information environments (Fig. 38).

9.5. Advertising agencies work

Traditionally, such agencies have three main functions:
- acceptance of orders,
- creative work,
- buying a message medium.

Additional functions:
- production,
- control,
- administration,
- marketing research,
- marketing,
- "public relations",
- direct mail,
- promotion.

A typical agency organization is shown in Fig. 39.

A distinct advantage for most advertising agencies is their creative art. To achieve this, large agencies must have certain creative talent:

Text writers prepare texts and scripts, being often sources of original ideas. The visual of an advertisement is prepared by artists, usually referred to as visualizers. They work hand-in-hand with lyricists to create sketches with texts. Usually they do not produce a finished artwork, for which specialist photographers, illustrators, etc. are invited. Producers are needed in television, radio or film. They ensure relationships with external partners to comply with all commercial terms.

From the client's point of view, a typical ad creation process goes through a number of stages:

The order is usually made in a standard form, which is agreed upon by the client with the agency responsible for accepting the order and the executive art director (visualizer) (Fig. 40).

Acquiring a presentation environment also includes a number of stages:

9.6. Advertising planning

As with all types of marketing activities, advertising must establish its objectives, including:
- who and where (target audience, its percentage coverage, message media);
- when (balancing the individual parts of the campaign in time);
- what and how (the essence of the message and its presentation).

The most important aspect of the plan is that it must be quantified, including by results (in particular, by awareness and shifts in audience positions on product acceptance).

The budget for an advertising campaign is usually determined based on experience. Most popular approaches:
- whenever possible (depending on individual costs and required profit);
- as a percentage of sales;
- based on parity with competitors;
- by goals and objectives (calculation of the required costs).

A survey of companies in England showed that three approaches are most often used in practice:
- percentage of sales (44% of companies);
- estimates of production costs (21%);
- by goals and objectives (18%).

The process of advertising research is usually subject to the same rules as other marketing research: the time and channel of turning on the TV, memorization of advertising messages on TV and in newspapers are investigated. “Spontaneous awareness” is measured by the proportion of those who remember the brand without any other promotion. “Promotional awareness” is measured by the proportion of those who recognize the brand upon presentation.

Brand recognition is measured by the number of those who changed their position as a result of an advertising campaign. And finally, the integral indicator is the increase in sales after such a campaign. They also use trial marketing to compare different campaigns in different regions.

An effective method for studying the effectiveness of advertising in the press is the system of coupons - discounts upon presentation of a coupon in a newspaper. Thus, it is possible to assess the effectiveness of advertising by publication, time of release, placement of information, etc.

One of the aspects of advertising planning is choosing an advertising agency. The following order is recommended:
1. Clear definition of needs and goals.
2. Cabinet search - a choice of reference books and based on their own experience.
3. Statement of the task - optimal benefits, key questions.
4. Narrower search - narrowing the alternatives to two or three agencies.
5. A real choice.

9.7. Legal aspects of promotion

The legislation regulates the activities of promotion firms. The range of these requirements is quite wide: from prohibiting the installation of billboards in certain places to requirements for popular individuals advertising certain products to actually use them.

There are five main methods of legal protection of consumers and competitors from unfair promotion:
- providing complete information;
- the confirmation;
- orders for termination;
- corrective advertising;
- fines.

Providing complete information requires that the consumer has all the data necessary to make the right decision (product composition, consequences of use, etc.).

Confirmation requires the firm to be able to prove all of the claims it makes, including through rigorous testing.

Fines can be levied by the treasury and in the interests of specific consumers.

9.8. Direct and interactive marketing

Direct-marketing consists of direct (interactive) communication with a selected specific customer, often in the form of personalized dialogue, in order to get immediate feedback.

Basic forms of direct marketing:
- personal (personal) sales - direct interaction with one or more potential buyers in order to organize presentations, answer questions and receive orders;
- direct marketing by mail - includes mailing letters, advertising materials, brochures, etc. to potential buyers at addresses from mailing lists;
- Sales by catalogs - the use of catalogs of goods sent to customers by mail or sold in stores;
- Telephone marketing (telemarketing) - using the telephone as a tool for direct sales of goods to customers;
- direct response television marketing - marketing of goods and services through advertising television (or radio) programs using feedback elements (usually a telephone number);
- Interactive (online) marketing - direct marketing carried out through interactive computer communication services in real time.

Direct marketing companies keep a close eye on whether the marketing proposal is tailored to the needs of a small segment of consumers or an individual customer.

Many companies use direct marketing primarily to conclude individual deals. Recently, however, more and more companies are turning to direct marketing in order not only to reach their target customers more efficiently, but also to create stronger, longer-lasting and personalized relationships with them (relationship marketing).

According to most experts, the transition from mass marketing to individual marketing is associated with changes in the household, with the emergence of technologically complex products, new ways of making purchases and paying for them, with intense competition, with the development of additional distribution channels and new information technologies.

Below are the main differences between mass marketing and so-called personalized marketing:

Mass marketing

Individual marketing

Average shopper

Individual buyer

Buyer anonymity

Customer focus

Standardized item

Individual market offer

Mass production

Customized production

Mass distribution of goods

Individual distribution

Mass product promotion

Creating individual purchase incentives

Unidirectional product message

Bidirectional product message

Emphasis on scale

Focus on depth of coverage

Reaching all buyers

Reaching profitable buyers

Market share

Share among buyers

Attracting buyers

Customer retention

In direct marketing, the key to success is detailed information on the individual consumer. Modern businesses create special customer databases, which are an array of detailed information about individual (potential) customers, including geographic, demographic, psychographic, as well as data on the characteristics of purchasing behavior. Such databases are used to search for potential buyers, modify or develop products according to their specific needs and to maintain relationships with them.

Database marketing is the process of creating, using, maintaining customer databases as well as other databases (product, distributor, sales, etc.) for the purpose of conducting sales transactions and establishing relationships with customers.

Companies use both separate forms of direct marketing and integrated direct marketing, which can include all forms. One of the schemes of the integrated system MSP (Marketing and Sales Productivity System) is shown in Fig. 41.

Fig. 41. Information support of direct marketing

A relatively new and rapidly developing form of direct marketing today is interactive marketing and e-commerce. Interactive marketing has gained such popularity for the following main reasons:

The advantages of interactive marketing should also include:
- the possibility of its use by both large firms and small ones;
- almost unlimited electronic (as opposed to, for example, printed) advertising space;
- fairly fast access and copying of information;
- As a rule, confidentiality and speed of electronic purchases.

Besides the advantages, modern interactive marketing has some disadvantages:
- limited access of buyers and, consequently, the volume of purchases;
- some one-sidedness of demographic and psychographic information about buyers;
- chaos and information congestion in global networks;
- insufficient security and secrecy of data.

9.9. Sales promotion

Key characteristics of this type of promotion:
- effectiveness for a relatively short time;
- direct effects on sales potential, distribution channels, consumers, or a combination of these groups;
- the use of some specific actions for specialization.

Sales promotion brings together a wide range of opportunities. To those given in table. 9.3 should also add sponsorship (for example, for sporting events).

Table 9.3

Types of sales promotion

indirect

indirect

indirect

Consumer

Price reduction

Coupons
Vouchers
Monetary equivalent
Competition

Free access
Premium purchases
Free gifts

Coupons
Vouchers
Monetary equivalent
Competition

Warranty
Group participation
Special exhibitions and performances

Trade

Dealer orders
Loyalty schemes
Stimulation
Shopping in the entire range

Expanding credit
Deferred payment
Refunds
Coupons
Vouchers
Monetary equivalent

Free gifts
Trial purchases

Coupons
Vouchers
Monetary equivalent
Competition

Warranty
Group participation
Free service
Risk reduction scheme
Training
Special exhibitions, demonstrations
Reverse trading schemes

Coupons
Service vouchers
Competition

Sellers

Booms
Commission

Coupons
Vouchers
Points systems
Monetary equivalent

Free gifts

Coupons
Vouchers
Points systems
Monetary equivalent

Free service
Group participation

Coupons
Vouchers
Points system in the service
Accepting accidents
Competition

The main advantages of sales promotion:
- sales growth is the main short-term benefit;
- a specific target audience;
- a clear role;
- indirect roles - the ability to use to achieve other goals.

Disadvantages:
- short duration of exposure;
- hidden costs;
- the possibility of conflicts with advertising submissions;
- price cutoff - the ability for buyers to expect lower prices in the future.

Targeted incentive methods include:
- price reduction;
- coupons (purchases or services on obligations with a price reduction);
- financing of the next purchases;
- credit;
- seasonal price reductions.

Non-price incentives:
- competition of buyers (lotteries);
- personal promotion;
- free gifts (the possibility of additional free purchases);
- presentation of samples of new products for trial operation.

9.10. Public relations

Public relations (public relations, PR) is a range of programs whose purpose is to promote and (or) protect the image (image, prestige) of a company or individual products.

Publicity (propaganda) is a type of public relations and is defined as non-personal and sponsored stimulation of demand for a product, service or activity through the placement of commercially important information in the print media or a benevolent performance on radio, television or from the stage.

One of the most important tasks of PR is maintaining contacts with key journalists in their respective fields (press, magazines, radio, TV). It is essentially a process of “investing” (the results will not immediately appear). First of all, these are messages about new results, new products, demonstration of such new products at business meetings, lunches, conferences using communication technology. It is advisable to create specific press centers in firms.

Corporate-type PR means include:
- relations with shareholders;
- advertising;
- communication with local communities;
- sponsorship;
- Exhibitions.

Exhibitions provide a double effect: product demonstrations and personal contacts. Therefore, exhibitions should be carefully planned based on objectives, theme selection, placement and design.

The goals should take into account the retention of existing customers and the acquisition of potential customers. This can be illustrated by the matrix in Fig. 42.

Fig. 42. Matrix of goals for "public relations"

Previous

Product promotion is an integral part of marketing and is the activity of planning, implementing and controlling the physical movement of materials and finished products from their places of production to places of consumption in order to meet the needs of consumers and benefit themselves.

Product promotion includes:

Formation of policy in the field of sales promotion

Product promotion;

Selection, planning and management of sales promotion tools (pre-order sales, advertising and information activities, sales art, packaging business);

Coordination of the activities of sales agents;

Establishing contacts with the media, advertising agencies;

Development of samples, exhibition materials;

Establishing relationships between the company and individuals, public organizations, exchange of information, etc .;

Advertising of the company's products and activities is the most important component of the complex of marketing activities, its connection with consumers. When properly organized, advertising is very effective and promotes fast, uninterrupted product sales. Advertising is a way of forming a certain idea of \u200b\u200bthe consumer properties of goods and types of services in order to sell them and create demand, a type of communication between the manufacturer and the consumer.

Advertisers include manufacturers and suppliers of goods and services, government agencies, clubs and societies and individuals - in other words, anyone who wishes to communicate something and pay for it to the owners of the media. Marketing deals with advertising, the purpose of which is to sell goods and services, but these principles are equally applicable to government agencies wishing to advertise any public service.

While advertisers may deal directly with media owners, they generally operate through advertising agencies. The diagram shows the different types of agencies, from those who simply charge a commission for providing space or time by the media to those who offer a full range of marketing, market research and other advertising services. Depending on the services offered, agencies have a staff of appropriate specialists (typists, artists, cameramen, typographers, etc.). Communication between the agency and its client is through the person responsible for the implementation of the advertiser's goals.

The media are divided into different types: print, audiovisual and street media. Each type differs in the ability to perform a specific advertising task (a specialized magazine provides more detailed information than television, but television will attract the attention of a much larger audience). The choice of the media is done so that it is most suitable for achieving the advertising goal, but at the lowest cost.

Finally, the market itself and its constituent potential buyers should be part of the advertising system. Understanding the customer, his needs, position and knowing which media he prefers is an essential prerequisite for planning advertisements that will most effectively reach the target consumer.

The tasks of planning advertising campaigns include determining the goals of advertising, potential consumers, product properties, characteristics of the media, creative strategy, selection and assessment of media costs (media planning), ensuring the preparation of advertisements, launching a campaign, analyzing its results.

These goals are closely related to the customer behavior model.

This model assumes that consumers go through various stages: from “awareness” (about a need), “knowledge” (about a product that will satisfy a need), “liking” and “preference” (certain brands) to “persuasion” (that this particular product is better) and “shopping”. Subsequently, they experience “satisfaction”, which the advertiser seeks to “reinforce”, or “dissatisfaction”, which the advertiser seeks to overcome.

Thus, the advertiser must determine what state his target consumers have achieved (through market research, of which the product life cycle concept is a part), and accordingly set the advertising goals, that is, in the case of a new product, “awareness” and “knowledge” should be maximized what it can do, and in the case of an established product, it is necessary to reinforce the “preference” of the brand and “remind” of it to regular consumers.

Advertising goals should be set in quantitative terms. For example, if an advertiser finds through market research that 30% of the market is aware of its product and 10% is trying to purchase it, he can determine the following advertising goals: after three months of campaign, 50% of the market should be aware of the product and 15% should be willing her. The success of the campaign will therefore be determined by how these goals are practically achieved.

The next step is to identify potential consumers. Having established the advertising objectives, the likely consumers should be identified, taking into account their attitude towards alternative media.

“Consumer image” must contain the following data: age, gender, social status (class), income, geographic location, family size, attitude to a product, company, advertising, etc., reading newspapers and magazines, watching TV.

Industrial buyers fall into three groups: those who influence the purchase, those who are thinking about buying, and those who make the purchase.

For example, technical information about a new machine will be brought to the attention of engineers through specialized journals, financial information about a machine for financial managers through the business press.

The third step is to identify those characteristic properties of the product that should be reported. These properties can be physical or technical in nature, or (in the case of many consumer products) expressiveness or image. Universal properties (USP - Unique Selling Points) are the basis on which a designer makes illustrations, and so on.

An important point in promoting a product to retail consumers is the way the product is presented for sale (including packaging, display cases, etc.). For example, custom window units installed in a store can be a good advertisement.

Currently, another method of product promotion is becoming widespread sponsorship. It involves the participation of the company in the costs of holding a mass event (concert or sports competition). The sponsor will often provide large cash prizes to the winners. Sometimes a sponsor funds teams or individual players.

The goals of sponsorship are:

Good awareness of the product or service;

Associating the image of a sport with products;

Awareness raising not otherwise possible (eg, Embusy sponsors a snooker competition, achieving broad television coverage, although tobacco advertising on television is prohibited).

For wholesale customers, it will be advisable to use branded souvenirs, distribution of advertising and information letters, presentations and press conferences. On the eve of the New Year, we will send congratulations to which we will include:

Postcard in corporate style;

A 4 format booklet, 2 folds, where the company logo, production and product photos, prices, address plan and other information will be placed.

We will entrust the design and printing of products to the printing house of LLC Platina with a minimum printed batch of 1000 copies, prices for these types of work are shown in Table 11

Table 11.

Prices for printed products

We will make gifts to heads of construction companies in Krasnoyarsk - branded pens, minimum circulation of 50 copies. The price of 1 pen is 700 rubles, the application of the corporate logo is 100 rubles, the cost of the batch is 40,000 rubles.

The total cost of congratulating corporate clients for the New Year will amount to 64,000.00 rubles.

During the year, we will provide for the costs of holding presentations for corporate clients. We will hold 3 presentations per year. The cost of 1 presentation is 87,000.00. It includes the distribution of brochures, souvenirs, a banquet for 20 participants. During the presentation, the heads of construction companies will be familiarized with the production, learn about the capabilities of the products. The annual budget for the presentation is 261,000.00 rubles.

It is also necessary to participate in industry fairs once a year. The cost of participation in the fair is 120,000.00 rubles.

"Any whim of wood!"

"Wood - GUT, plastic KAPUT !!!"

"Thick Russian Windows"

Any businessman knows that the correct assessment and understanding of his products by customers leads to an increase in sales revenue. The task of a communicative marketing policy is to promote a manufacturer's or entrepreneur's product. How is the product distributed on the market and through whom? What are the ways to successfully sell a product?

Promotion - an action that is focused on increasing sales performance through a certain communicative stimulation of customers, counterparties, partners and employees. It pursues the following goals: increasing consumer demand and maintaining a positive attitude towards the company. Product promotion carries out such important function, as:

  • creating an attractive image of the enterprise: prestige, innovations, low prices;
  • communicating information about products, including their characteristics, to end consumers;
  • preservation of the relevance of the product (service);
  • motivation of all participants in the product distribution chain;
  • transformation of the usual perception of products;
  • dissemination of information about the reliability of the company;
  • promotion of high-value goods.

The combination of all these functions can be called a complex. That is, a complex for the promotion of trade items is a kind of generalization of marketing tools and techniques that guarantee the delivery of information about the entrepreneur's products to end consumers. Such a set of actions consists of different methods of product promotion.

Promotion methods Are certain marketing techniques, means and tools that are used in order to achieve the goal of increasing sales. They are considered an integral part of a well-formed and competent advertising strategy for products or a company's communication policy. There are a sufficient number of methods for promoting a product in marketing, among them there are some that are especially popular.

Basic methods of product promotion - 4 components of a marketing campaign

Promotion method 1. Advertising

Advertising is a specific type of communication, achieved by the commercial dissemination of information with a clear indication of the source of funding. You need to understand that advertising in general and it as a marketing tool are two different techniques.

An important function of advertising in the second case is to inform potential consumers about the manufacturer's new products. An entrepreneur can spend a lot of money on various promotional campaigns, but if he is not popular with buyers, then it is quite difficult to implement it.

  • validity;
  • analysis of the proposed subject of trade.

When a person does not find the specified provisions in the information about a product, then the benefit from advertising will most likely come to naught. The arguments by which an entrepreneur can interest consumers in his product are divided into the following types.

  • Subjective - this is the emotional mood that appears from watching ads (for example, after the video about the "Fruit Garden" juice).
  • Objective - This is the specificity of the product (for example, advertising tablets "Mezim").

Communication with buyers through advertising must be exclusive and distinct from the presentation of information about competitive products. Uniqueness can be associated with the product, with the script of the communication block or the target audience using this product. The consumer should be provided with a special product, otherwise one should not count on successful sales.

If a potential buyer remembered your advertisement, then it conveyed certain information to him, which expresses the value and effectiveness of the campaign undertaken. According to the level of perception, there are three types of information used in product promotion .

  • Information in demand that is accessible, understandable and quickly remembered... You don't need to spend a lot of money for this kind of data distribution. The ad will work even if you submit a multiple line ad to the newspaper. So, the target audience in the form of students will find information about writing essays and term papers without much difficulty.
  • Random information that is not remembered or stored in memory with great difficulty... Consumers associate this type of information with the advertising medium. That is, the future buyer must understand that even if he needed this or that product or service, he can find it there. For example, most customers who decide to replace old windows with new ones realize that they will find many offers in free advertising publications. Accordingly, the task of the window seller is to regularly submit advertisements to newspapers freely distributed to consumers.
  • Unnecessary information that the consumer ignores or annoys him... There are products designed for a narrow target audience, an overabundance of advertising for such items can make other people nervous. Sometimes the seller does not know which buyer needs his product, and which one will be unhappy with the information he often comes across.

When a person consciously comes to the understanding that he needs the advertised product, he makes a decision and buys it. The goal of marketing is to correctly establish the target audience and create a tool for communicating information about a particular product.

You do not need to make every effort and force to buy your product, you need to correctly approach the formation of a communication campaign that leads the consumer to a conscious purchase. Advertising methods of promoting goods are quite effective if you correctly apply the provisions of marketing.

Promotion method 2. Direct sales

Conducting a dialogue between the seller and the buyer, the purpose of which is to assist in the acquisition of products, is called direct sales. This method of promoting a product does not require cash investments and is considered the highest level of business activity formation, rather than providing any services or ordinary retail trade.

Even if all marketing conditions are met, but with a careless attitude to direct sales, the manufacturer will not be able to effectively promote his product. The secret of this type of implementation is that an ordinary seller does not just accept orders, but becomes an initiative earner of transactions.

We do not recommend ignoring direct sales, as this can significantly reduce profits. For example, an entrepreneur chose a good location for a commercial outlet, took a high-quality product in demand for sale, but sellers communicate rudely with customers, are not interested in revenue, and, as a rule, the level of trading operations will be extremely low.

The initial function of personal sales is to transform a sales agent into a dealmaker. The formation of this type of sales of goods consists of two main aspects.

  • Customer orientation... This method is aimed at identifying the needs of buyers and recommended ways to implement them.
  • Sales orientation. The method is considered offensive, as it is aimed at aggressively obtaining deals by any means.

The pros of personal selling:

  • personal attitude towards the consumer and the ability to give out all the information about the product;
  • minimum costs that do not bring financial effect;
  • feedback from the consumer, allowing you to make changes and additions to promotional activities.

The disadvantage of this method of product promotion is a high level of working costs. The more exclusive the product being sold, the more effective personal sales are.

This method of implementation brings good results when resolving the following marketing tasks: searching for potential consumers and information about the market, etc. Relying on competent sales personnel, an entrepreneur has the opportunity to effectively communicate with customers and quickly respond to changes in the market environment.

Promotion method 3. Propaganda

Propaganda is a procedure for building reliable relationships with society by using free space and time in the media. The purpose of this tool is to create a favorable attitude towards the company in order to make the most effective communication actions in the future. Propaganda concerns the entire enterprise as a whole, and in order to conduct public advertising, it is necessary to possess a large amount of information about the company, including confidential information.

The most important propaganda mechanisms:

  • performances: company representatives should be active at the opening of various event events, delivering welcoming speeches;
  • activity: holding and participating in seminars, round tables, online meetings, press conferences, competitions, exhibitions, contests;
  • news: communicating good news about the company, its products, personnel to the media;
  • publications: newsletters, brochures, reports, articles in newspapers and magazines and other materials that can be used as a means of influencing the markets to promote the product;
  • sponsorship: provision of material and financial assistance to accompany various events: sports, charitable and other significant for the public;
  • identification means: application of the company logo, business cards, uniforms for personnel, uniform style of office interiors, promotion of advertising materials about the company, development of letterheads with its logo, etc.

The focus of the propaganda is addressed to the following subjects:

  • consumers: to create a trustworthy business card of products (including the environmental friendliness of the product) and the company's reputation, using the method of holding public events, promotions, advertising in the media, etc.;
  • counterparties: for the growth of the retail network, the involvement of new customers and partners through the organization of presentations, exhibitions, distribution of advertising, etc. Through events such as product presentation and contact with customers, you can get a double benefit for the company;
  • key journalists (radio, TV, Internet, press): for free promotion of informational data about new products, important events in the life of the company, using the method of holding press conferences, as well as distributing press releases, etc .;
  • state and municipal authorities and administration: to participate in social and social projects and sponsorship of cultural events, etc.

Promotional activities are developed and implemented in several stages.

  1. Defining tasks.
  2. Selection of means of communication.
  3. Organization of appeals.
  4. Implementation of activities.
  5. Analyzing the results.

One pattern can be identified: propaganda prevails over advertising with a high level of market monopolization. Otherwise, according to the commercial results, the events of the first will give less efficiency compared to the second campaign. In any case, propaganda loses to advertising in promoting goods.

Promotion method 4. Promotion of sales

The use of certain tools that are designed to fuel the interest of the target audience in response to various activities within the boundaries of marketing and communication strategies is called sales promotion. This is another tactic for revitalizing the business process.

Sales promotion is an instrument of short-term stimulation of the market, which is unable to guarantee either stable demand for products or attracting new regular customers. But an entrepreneur can get results much faster from such a maneuver than from other methods of product promotion.

Incentive tools include: brochures, diagrams, presentations, posters, souvenirs, advertising inside product packaging, calendars, exhibitions, catalogs, stickers, tables, etc.

The focus of this sales promotion tactic is addressed to the following entities.

  • How to grab a buyer’s attention: statistics by main channels

Subject

purpose

Methods

Buyers

To purchase more items

promotions aimed at promoting new products;

various contests;

distribution of free samples (probes);

games, lotteries;

demonstration of products by the promoter;

loyalty programs (discount card, discount for repeat purchase, etc.).

Contractors

To influence the number of transactions in the direction of their increase

competent staff training;

provision of campaign materials and related trade equipment;

provision of information, legal and other services;

implementation of a competition based on sales results.

Sales staff

to motivate employees to attract more customers, as well as to improve the quality of service

material motivation in the form of accrual of bonuses, payment of bonuses;

moral encouragement in the form of awarding certificates, gratitude;

holding competitions among sales managers;

payment for travel vouchers for employees who have no comments from the administration of the company;

conducting training, retraining, advanced training, treatment of employees at the expense of the enterprise.

12 promotional techniques that will lift even dead sales

Do you already use additional and cross-selling, regularly hold promotions, offer “locomotive” goods, but the average check is not growing? Try to implement non-trivial methodsthat will attract the attention of even indifferent customers and motivate them to buy. You will learn them from the article of the electronic magazine "Commercial Director".

What determines the applied methods of promoting the company's goods

  1. Promotion campaign goals

The impact of promotion goals on the selected methods can be summarized as follows. If the enterprise is faced with the task of generating information about new products, then the priority should be given to advertising, and not to other types of marketing.

If the goal is to bring detailed characteristics of the product of continuous use, then it is preferable to use personal sales and the method of sales incentives to further attract buyers to retail outlets, while advertising should be used in moderation.

  1. Target market characteristics

The choice of methods for promoting goods is influenced by the prevalence of economic relations of the enterprise, as well as their geographic and socio-economic characteristics. If the market is small, then personal selling is the best way to sell. If the products are sold within a limited region, then your method of promoting the product is the local media. If on a national scale - national mass media.

  1. Product characteristics

The method of promotion is also influenced by the characteristics of the product. To promote technical goods, it is better to use personal sales; products intended for a mass consumer - advertising campaigns; seasonal products - increased sales and sales promotion techniques.

It is sometimes impractical to have a staffed staff of sales managers throughout the calendar year, since it is not always necessary to apply the personal sales method.

  1. Product life cycle stage

The choice of methods for promoting a product depends on what stage of the life cycle this or that product is. It is good to accompany the stage of entering the market of a new technical product with personal sales and sales promotion, and advertising campaigns for everyday items.

During the stagnation stage, marketers tend to cut back on the promotion of the old product. Communicative information blocks are no longer as effective tools as they were at the time of product implementation. In this case, it is better to use the method of direct sales and sales promotion.

  1. Price

The cost of goods has a significant impact on the choice of the method of their promotion. Increasing personal sales will require high-priced products, and advertising tactics are great for low-cost products.

  1. Method application

The choice in the application of this or that method of product promotion depends on its delivery to the target audience. So, for example, at the state level there may be a ban on advertising of a particular product (alcohol, tobacco). An aggravation of the problem is observed when promoting goods for export.

Effective modern methods of promoting goods and services

Promotion method 1. BTL events

The concept below the line (from English - “below the line”) carries a full range of practical activities. The term arose by accident: the director of an American firm had to approve a budget for an advertising campaign that included classic media coverage.

The manager considered that such events would not be enough and, under the line of existing costs, added by hand additional costs for the distribution of free samples of goods, promotional coupons for participating in contests and receiving gifts.

In modern reality, the buyer enjoys having a wide assortment when purchasing the things he needs, since he has unlimited access to a large set of goods and services. For a person, the ability to choose, meeting needs, personal positioning, the need for participation in the creation of new public goods is important.

If the target audience of the manufacturer consists of such buyers, then each time it becomes more and more difficult to develop an effectively selling product. This is why new methods play an important role in promoting a product to ensure customer loyalty. After all, they guarantee bringing a unique product to a specific buyer. BTL services have all of the above qualities, and therefore, they are actively developing in the Russian Federation.

The main tools used in the BTL field:

  • competition - a procedure for promoting a product, as a result of which buyers perform a specific task, show their knowledge and skills in order to pick up the prize of the competition;
  • presentation - presenting a product with a demonstration of its characteristics and specifics;
  • tasting - providing an opportunity for future consumers to taste the product;
  • distribution of advertising and informational materials (leaflets, discount coupons) - the offer of special tools to stimulate sales or the design of advertising at retail outlets, which would allow actively selling the promoted product right in the store.
  • sampling - distribution of samples (probes) of the advertised product;
  • lottery - an event during which a winner is randomly determined;
  • premium (a present for the purchase of a product) - product promotion through the introduction of a special offer.

Promotion method 2. Telemarketing

One of the new methods of product promotion, used in addition to advertising or direct sales, can be used both as programs for finding information and for distributing it. This method performs the following tasks:

  • networkingwith regular customers ;
  • highlighting real "pickups"from publicly available mailing lists;
  • direct sales future buyers by phone;
  • using relationships for the production of a new product;
  • hosting an event after implementing direct selling programs;
  • further work with sales leadsthat were attracted through advertisements, direct selling events or through intermediaries;
  • establishing contacts with customers within the boundaries of the marketing relationship program;
  • attracting recoiling consumers by offering them new products that arouse their interest;
  • marketing research, and the use of various surveys and surveys to further assess customer response to new products.

On the basis of this method of product promotion, it is possible to obtain a variety of information from the participants, conduct their analysis, and also use information bases for the development and implementation of further marketing programs.

Promotion method 3. Event marketing

This is a set of implemented measures to support the image of the enterprise and manufactured goods, to promote the brand through unforgettable and vivid events. That is, with the help of certain actions, the company contacts its customers, which, in turn, creates a favorable company image and consumer interest. The types of event marketing activities are presented below.

  • Special events (special events): advertising tours, festivals, sports competitions, organizing city holidays, awards, actions for the media. Such events are favorable for the creation of the company's image, as well as for the formation of brand reliability. As a rule, after a successful event, a positive response from the target audience follows in the form of increased loyalty to the company and a pronounced interest in the product produced by regular and potential buyers.
  • Events for partners, dealers and distributors (trade events). Such events are of both business and entertainment nature, for example: presentation, round table, reception, seminar, congress, conference, forum. The purpose of such actions is to visually demonstrate the positive qualities of products, bring the latest products or services to consumers, exchange experiences, find new partners, etc.
  • Corporate events (corporate events): celebrating state and professional holidays, company jubilees, employees' birthdays, joint weekend with the team. Such events allow the director of the enterprise to become a more authoritative and respected leader for his subordinates, effectively convey the ideas of the company's administration to each employee, and show the care and attention of the management to the staff.

Promotion method 4. Children's marketing

Children have long been recognized as full-fledged and special consumers, and, as a result, such a method of product promotion as children's marketing has appeared. To develop such strategies aimed at the younger generation audience, it is necessary to deeply study its specifics.

A manufacturer of children's goods should focus on the needs of schoolchildren and younger children, as well as on the perception of the world through the eyes of a little person. For such marketing, it is important not only the quality and appearance of the products, but also the packaging, as well as the methods used to promote and distribute the goods.

Children's needs change with the psychological and physiological growth of the child. This category of the population gives an instant reaction to any social and social changes; marketers successfully use this feature when developing and promoting children's products. Consider why the younger generation is an extremely attractive target audience for marketing:

  • children are very emotional when buying goods that are interesting to them, they easily say goodbye to money;
  • often the guys independently manage their pocket money;
  • children have influence over parents who buy many items for them;
  • the child, as a rule, retains an interest in a certain brand of a product for a long time;
  • children spend a lot of time watching TV, and, accordingly, advertising.

The children's audience is more often represented not by buyers, but by users. The product for the child is purchased by the elders, but the role of the child in making a purchase decision is significant. Parents listen to the desires of the child, assist in choosing a particular brand. As a result, when the final decision on the purchase of a children's product is voiced by a child, it was made under the influence of the opinion of adults. Manufacturers and marketers that rely on children's marketing need to understand this.

Promotion method 5. Promotions

To become more famous, companies organize various show programs and presentations, sponsor socially useful events, city holidays, competitions, festivals, where they widely conduct advertising campaigns and distribute free samples of goods.

The manufacturer is interested in the quick response of the consumer to actions to promote the sale of a new product. Today, promotions are the most effective method of product promotion, it is not surprising that the number of promotional events has increased.

It is important not only to show the buyer a new product, you need to do it brightly, boldly, with high quality. Such promotions should be approached responsibly, it is necessary to purchase materials, regulate transport support, order souvenirs, invite the media for viewing the event, arrange price lists, catalogs, brochures, leaflets, business cards, invitation cards, etc. in advance.

Decide which of the staff will actively offer your product to customers. Promoters are professionals who advertise products, who must have the skills of cultural communication with potential consumers. The activity of promoting products directly depends on their professionalism.

Promotion method 6. Merchandising

Merchandising refers to new methods of promoting products. Techniques of this kind can completely replace the ordinary seller. This technique draws the customer to the product right at the point of sale.

The main goal of merchandising is to make products easily accessible and attractive, as well as to simplify the procedure for purchasing them. The functions of the method are:

  • control over the availability of goods on the shelves of outlets, taking into account the popularity of certain items;
  • organization of sales points and their supply with all necessary materials;
  • provision of display and location of products, i.e. presentation of specific products.

It is first necessary to create a commensurate stock of goods, and then they are placed in retail outlets in a certain range and volume. In merchandising, it is extremely important to correctly select and arrange promotional materials, such as:

  • price tags,
  • stands,
  • booklets,
  • coin boxes,
  • posters,
  • suspended and floor models of products.

Display of goods (exposure) is considered one of the most important methods of merchandising.

Exposition is a procedure for placing products on specialized trade equipment. If the display of the product is made in places that are striking to the potential buyer, and the packaging of the items itself has a presentable appearance, then the sales of such products grow quite quickly.

Promotion method 7. Packaging

The appearance of a product should not be underestimated as it plays a large communicative role in marketing.

Package is a kind of product shell, which is a progressive and independent form of promotion. It can be used as a tool for presenting and communicating information sent through marketing communications. In the conditions of modern reality, packaging acts as a significant means of influence through which the manufacturer communicates with customers.

Due to the fact that most of the outlets are focused on self-service, the role of the outer shell is great and has a significant impact on the degree of product promotion on the market. Packaging should attract the buyer to the product, convey its features and characteristics, assure the consumer about the quality of the product, create a good impression, etc.

An important role is played by increasing the income of buyers. As the prosperity of consumers rises, so does the willingness to pay for quality, reliability, brand, convenience, including improved packaging.

The manufacturer himself understands that good packaging helps in advertising a product, in brand recognition. A creative and innovative approach to packaging design also benefits the manufacturer in promoting the product, and allows the designer of the company to carry out their creative ideas.

Promotion Method 8. Kinomerchandising

When designing and developing packaging, the manufacturer often focuses on one or another film or cartoon character, as well as on any items that are widely used by them. It is extremely effective to use film brands in the product market.

Against the background of a certain figure of a character from the film, promoting a product gives a certain advantage to the manufacturer. This reduces launch costs for new products and significantly reduces the time for new products to enter the market.

Due to the fact that on-screen characters are widely known and recognizable, consumers will more quickly remember trademarks that use film brands to promote their goods.

Cinema chandising example (Hulk figure in a shopping mall, Bangkok)

Expert opinion

Features of promotion using event marketing

Sergey Knyazev,

general producer of the Knyazev group of companies, Moscow

When there is a need to increase sales throughout all of Russia, then you need to hold a mega-event in the capital of the country, which would cause a resonance in the federal media, or organize a number of actions in the largest cities of Russia. The budget of measures to stimulate the sale of products in the country will be 25-100 million rubles, for the promotion of goods in a particular region - 2-20 million rubles.

The main items of expenditure: coordination of events with the city administration, finding a venue for them, working out the script, technical support (light, sound, monitors, special effects, etc.), preparing props, costumes, decorations, inviting media, artists, well-known public people, etc. We must not forget about the secondary costs, depending on the specific theme of the action.

The result is not difficult to determine and record: set the level of sales before and after the event. The totals can be calculated both in percentage terms and in units of goods sold. Applications are a good indicator, evaluate the number of orders for a product (service) before and after the event.

Perform a survey of sales representatives and dealers of your company, they will more than anyone else see changes in the increase in demand for your product. For example, our company organized a fireworks festival with the aim of consolidating the Sharp brand in the market.

The festival attracted half a million audience, various media covered the event in their publications. After the big holiday, many retail chains selling the products of this manufacturer saw a sharp rise in sales of Sharp products. The result of this event persisted for quite a long time.

The main methods of promoting goods on the Internet

  1. Creating your own website

Almost any company has its own web resource, the address of which it actively distributes on the Internet. On the site you can find a full amount of information about the work of the enterprise, prices for products or services, contact information, etc. Often a web resource is made in the form of an online store. Within its framework, a potential client is invited to choose one or another product, see the characteristics declared for it, consumer reviews, buy products with home delivery. Modern sites are equipped with a callback ordering service.

  1. SEO optimization

SEO optimization is a set of actions that are used to increase the ranking of a company's website when indexing its content by well-known search engines such as Google, Yandex, Rambler and others. The purpose of this technique is to increase the number of visits to the company's website and, accordingly, the number of future buyers.

  1. Banner advertising

Banner and contextual advertising is a fairly effective method of promoting goods on the Internet. An ad in the form of a banner, that is, a graphic drawing with a link to the company's web page, posted on resources with a large number of visitors, is extremely effective for product promotion.

Such popular and active sites, in addition to bringing useful content to people, are large advertising platforms used by various companies to promote their products. Such information attracts potential consumers, arouses interest in a new unique product, thereby provoking their purchase.

  1. contextual advertising

This type of advertising is also widely used for product promotion. It works effectively and quite simply: information about your company or a new product is displayed on specialized sites, the target audience of which coincides with the topic of the advertised product.

  1. Viral marketing

Viral marketing is about actively spreading the information you need over the Internet. In a couple of hours, a huge number of users can find out about your product or a planned event. This method of product promotion is widely used by entrepreneurs.

The effectiveness of this technique does not need to be proven. The main advantage of the method is the absence of cash costs, since the information goes to the people without the involvement of specialized advertising agencies. A person who has received such an advertisement is favorably disposed towards it in advance due to the fact that it came from the same user.

  1. Social networks

SMM promotion is an excellent method of promoting a product on social networks. These Internet platforms contain a huge number of users, therefore, by advertising itself and its products using SMM, the company will surely find a target audience that will increase its sales of a particular product. Marketing on social media is long-term and completely free.

  1. Email newsletter

E-mail newsletter is also a popular and effective method of product promotion. Messages with product advertisements are sent to the email addresses of Internet users. These emails contain information about upcoming events, contests, discounts, promotions, bonuses, etc.

Companies using this method of product promotion should not forget that users must first agree to receive such a mailing.

  • How to Avoid Spam: 10 Secrets of Good Email Marketing

Expert opinion

Free ads can be better than paid ads

Kirill Redin,

general Director of the trading and production company "Octopus-DV", Khabarovsk

In 2011, our company developed high-quality selling texts and distributed them on such free advertising platforms as "From Hand to Hand", "Price Pulse", "Goods and Services", etc. Sales increased 3-4 times, which was about thirty doors in a month. During this experimental period, we did not submit any advertising other than in free publications.

Previously, we searched for buyers in chats of construction sites, where users shared with each other successes and failures in repairs, the choice of materials, brand ratings, etc. The manager of our company began a correspondence and talked about the high-quality inexpensive doors that he installed at home ... Entering such dialogues on 25-30 specialized sites, we were able to sell 4-8 doors in a week.

Disadvantages.Time spent. At least one supervisory specialist is required.

What are the methods of promoting goods to the market with minimal costs

Method 1. Shows

A great way to advertise your company among competitors and consumers is to participate in an exhibition. You don't need to rent an expensive site or set up a stand for this. Think about how you can creatively and effectively take part in the exhibition, while getting the maximum amount of data on potential partners and clients, as well as making yourself known.

Carefully review the invitation of the exhibition organizers and the venue, look for a low-budget way to demonstrate your activities. It is enough just to place the name of the company in the event catalog or on the website. You can rent a couple of square meters at the entrance to the exhibition, hire a teenager who will distribute tasty or useful little things, accompanying them with business cards with the contact information of your company.

Method 2. Press releases

A good way to promote your product is to issue weekly press releases about your business. You should not make them very voluminous, enough text on half an A4 sheet, accompanied by several key phrases about the company.

Informative reasons for press releases about the company should be sought throughout the week. Organize a data collection and processing scheme. Submit articles about the company in all possible ways: websites, corporate publication for regular customers, newsletters, advertisements on the trading floor, etc.

You can register your message free of charge in the press release catalogs. Be actively involved in sending company news to various publications in your area, both print (newspapers, magazines) and online media.

Method 3. Cases

Cases are called success-stories or case-studies, they differ from each other in nature, but the essence is the same - to demonstrate to people of your target audience using a specific example of solving their difficulties. It is better to write the story according to the schemes: “problems – solutions – efficiency "," unsatisfactory – great AFTER ". Such stories are interesting to users.

Plots should not be presented automatically and dryly, they should be humanized. You need to write stories in simple language, imagine that you are addressing the story to your friend. The main thing in such narratives is not to set the goal of increasing sales, you just report some events and show how you got out of this or that situation, while the other person is suffering. In this case, you do not impose information, you share with it.

Method 4. Reviews

It is imperative to collect feedback from your customers from the moment you first started doing business. If your client is a well-known business, then cite him as an example in your advertising campaigns.

 

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