Promotional mix Promotional mix • refers to the combination of different communication and promotional tools that a company uses to promote its products or services to its target audience. • The promotional mix is designed to reach, inform, persuade, and remind potential customers about a company's offerings, with the ultimate goal of increasing sales and generating brand awareness. Elements of the promotional mix • Advertising: This involves paid, non-personal communication through various media channels such as television, radio, print, outdoor billboards, online platforms, and social media. • Advertising aims to reach a wide audience and create awareness, generate interest, and stimulate desire for the products or services. Elements of the promotional mix • Personal Selling: This refers to the one-on-one interaction between a salesperson and a potential customer. • Personal selling allows for customized communication, demonstration of product features, addressing customer concerns, and closing the sale. • It is commonly used in business-to-business (B2B) sales and for high-value or complex products. Elements of the promotional mix • Public Relations (PR): PR activities focus on managing the company's image and reputation through various means, such as media relations, press releases, sponsorship, events, and community relations. • PR aims to create a positive perception of the company and its offerings in the eyes of the public. • Elements of the promotional mix • Sales Promotion: Sales promotion includes short-term incentives and offers designed to encourage immediate purchase or customer action. • Examples include discounts, coupons, contests, samples, loyalty programs, and point-of-purchase displays. • Sales promotions are often used to boost sales, attract new customers, and create a sense of urgency. Elements of the promotional mix • Direct Marketing: Direct marketing involves direct communication with potential customers without intermediaries. • It includes methods such as direct mail, email marketing, telemarketing, catalog distribution, and targeted advertising. • Direct marketing allows for personalized and targeted messages, enabling companies to reach specific customer segments. • Elements of the promotional mix • Digital Marketing: With the rise of the internet and digital technologies, digital marketing has become an integral part of the promotional mix. • It encompasses various online channels like websites, search engine marketing, social media marketing, content marketing, influencer marketing, and online advertising. • Digital marketing provides opportunities for precise targeting, interactive communication, and measurable results. Impact of technology on marketing strategies: viral marketing • Viral Marketing: Viral marketing is a marketing strategy that aims to spread information, messages, or content rapidly through online channels and social networks. • The term "viral" refers to the idea of content spreading like a virus, with users sharing it with their friends, family, and acquaintances. • Viral marketing relies on word-of-mouth, social sharing, and online sharing platforms to generate widespread exposure and reach a large audience. Impact of technology on marketing strategies • The goal is to create compelling and shareable content that captures people's attention and encourages them to share it voluntarily. • Viral marketing can be highly effective in creating brand awareness, generating buzz, and increasing engagement with a target audience. Social media marketing • Social media marketing involves using social media platforms such as Facebook, Twitter, Instagram, LinkedIn, YouTube, and others to promote products, services, or brands. • It involves creating and sharing content tailored for social media channels, engaging with users, and leveraging the unique features and targeting capabilities of each platform. Social media marketing • Social media marketing allows businesses to reach a broad audience, engage with customers in real-time, build brand loyalty, drive website traffic, and generate leads or sales. • It includes various activities such as creating and managing social media profiles, posting content, running paid advertising campaigns, monitoring conversations, and analyzing social media metrics. Social networking • Social networking refers to the online platforms and communities where individuals connect, interact, and share content with others who have similar interests, backgrounds, or affiliations. • Social networking platforms such as Facebook, Twitter, LinkedIn, Instagram, and others provide tools and features for users to create profiles, connect with friends or followers, share updates, photos, videos, and engage in conversations. Social networking • Social networking platforms can be used for personal purposes to stay in touch with friends and family, but they also offer opportunities for businesses to connect with their target audience, build relationships, and promote products or services. • Businesses can create branded pages, participate in relevant groups or communities, share valuable content, and interact with users to build brand awareness and foster customer engagement. Guerrila marketing • Guerrilla marketing is an unconventional and creative marketing strategy that aims to promote a product, service, or brand in an unconventional and often unexpected way. • It involves using low-cost, high-impact tactics to attract attention and generate buzz among the target audience. • Guerrilla marketing campaigns are typically characterized by their creativity, originality, and ability to create a memorable experience for consumers. Guerrila marketing • Key characteristics of guerrilla marketing include: 1.Unconventional Approach: Guerrilla marketing uses unconventional methods and ideas to stand out from traditional marketing techniques. It often breaks the norms and challenges the status quo to grab attention. 2.Low-Cost and High-Impact: Guerrilla marketing campaigns are usually executed on a low budget, leveraging creativity and innovation rather than relying on extensive financial resources. The goal is to achieve maximum impact with minimum investment. Guerrila marketing 1.Surprise and Ambush: Guerrilla marketing aims to surprise and engage the target audience by creating unexpected experiences or interactions. It often catches people off guard and sparks their curiosity or emotions. 2.Word-of-Mouth and Virality: Guerrilla marketing campaigns are designed to create buzz and generate organic word-of-mouth promotion. By creating memorable and shareable experiences, they encourage people to talk about the campaign and share it with others. 3.Location and Context: Guerrilla marketing often takes advantage of specific locations, events, or contexts to enhance the effectiveness of the campaign. By targeting high-traffic areas or relevant situations, it increases the chances of reaching the intended audience. Guerrila marketing • Examples of guerrilla marketing tactics include: • Street art or graffiti that incorporates the brand or message in a creative way. • Flash mobs or public performances that surprise and engage people. • Stunts or PR events that attract media attention and generate buzz. • Ambient advertising or installations placed in unexpected locations. • Viral marketing campaigns that leverage social media and online platforms to create buzz and engage the audience. Guerrila marketing • Guerrilla marketing can be a powerful tool for small businesses or companies with limited marketing budgets, as it allows them to compete with larger competitors by leveraging creativity and innovation. • However, it's important to consider the legal and ethical implications of guerrilla marketing and ensure that campaigns comply with local regulations and respect the boundaries of public spaces.
