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Captivating Your Audience

As you develop your marketing strategy, a good understanding of the 7 Ps of Marketing, or the marketing mix, will really help to organize all the activities needed to be successful.

Our previous articles covered 3 of the 4 traditional elements of the marketing mix – Product, Price, and Place. In this article we’ll focus on Promotion. Our future articles will cover the less traditional elements of People, Process, and Physical Evidence.

When most people think about marketing, they are more than likely thinking about advertising, a component of the promotion element. Unless they know about all the facets of a marketing mix, that’s understandable.

Promotion is the point at which you introduce your product or service to the world and entice your target audience to choose it over the competition. This element encompasses all the activities and communication channels you use to create awareness and generate interest in your product or service.

There are a variety of channels available for promotional messaging. The use of any channel will be determined by the size, location, or channel preferences of the market as well as the available promotional budget.

Here are some of the most common channels:

● Advertising is one of the most common and powerful promotion tools. Utilizing various media, such as television, radio, print, or digital ads, allows you to reach a broad audience and tailor your message to specific segments.

● Public relations (PR) complements advertising by building credibility and trust through media coverage, press releases, and events. Positive PR can shape the way your brand is perceived, positioning it favorably in the minds of consumers.

● Sales promotions, such as discounts, coupons, or limited time offers, create a sense of urgency and motivate customers to make a purchase. While effective in driving short-term sales, it’s essential to strike a balance to avoid eroding your product’s perceived value.

● Personal selling, especially in B2B contexts, relies on building relationships through face-to-face interactions, virtual meetings, or facility tours and open houses. Sales representatives play a vital role in understanding customer needs, addressing concerns, and guiding them toward a purchase decision.

● In the digital era, leveraging social media platforms, email marketing, influencer marketing, and content marketing allows you to engage with your target audience directly. These channels offer a more personalized approach, fostering a sense of community and loyalty among customers.

By balancing the use of available channels and crafting the right promotional messages, you will create awareness in your target audience and generate interest in your products and services.

Need help with your promotional plans? Contact us! Our experts are here to help.

Ken Freek and Drew McLaren are experts at Connecting for Results, a management consulting firm serving print companies across North America. Ken combines his experience in marketing, operations, automation, change management, and supply chain and logistics to provide a solutions-oriented approach to business challenges. A former company owner and marketing expert, Drew’s experience running a family print business gives him a leg up with decision makers. Both Ken and Drew excel in identifying new marketing and sales growth opportunities. To work with them, contact us!