Just the phrase “business promotion” can make people feel overwhelmed. Often times, it’s hard to even know where to start. That’s where we come in. For me, the easiest way to understand anything has always been to first break down the basic concepts. For business promotion, that means breaking down the 4 basic types of promotion. Identifying and understanding what they are and what their key differences are will create a strong foundation. After all, promotion should be much more than just information; it should result in revenue for your business. Understanding the different ways to promote your product or service can help you make the right choice for your business.
So, what are the 4 main types of promotion?
- Public Relations
Key Words: Drive, Push
*Driving your product or service in order to push people to buy.*
Marketing is a process by which a product or service is introduced and promoted to potential customers. In other words, marketing is when you drive the message or physical product to your consumers.
Marketing vs. Sales
Though similar in style. Marketing is not the same as sales. Though they share similar tactics, you must remember that they are two separate entities. By working in tandem with a strong sell, a sound marketing message will serve as your sales enabler. When marketing, you will promote the product while communicating and educating potential customers. Marketing thus becomes your brand ambassador in support of your sales team.
Key Words: Relate, Earn
*Relating in such a way that you earn media coverage and promotion.*
Public relations (PR) is the way organisations, companies and individuals communicate and relate with the public. PR is all about building relationships to advance, promote, and benefit the reputation of you yourself and your business as a whole. The goal of PR is to communicate a positive message in order to gain support. It can lead to strong community presence, a growing customer base, lasting partnerships, and even financial support. Above all, P.R. builds the credibility of your organization.
Key Words: Display, Pull
*Displaying your message or product in such a way that you pull consumers in.*
Advertising is the process of capturing public attention through paid messages or information which helps promote or sell a product, service or brand. It is a process of mass promotion which involves audio or visual messaging. Advertising educates the public and attempts to persuade customers to buy and use your particular product or service. Advertising creates awareness and helps increase demand.
Key Words: Associaton
Key Words: Knowledge, Association
Branding is the sum of your audience’s perception of who and what your company is, as well as your company’s customer service and your company’s reputation. Branding goes way beyond just a logo or graphic element.
Brand Loyalty (The Goal)
Key Words: Lifetime Results
Brand loyalty is the result of all your hard promotional work. Brand loyalty is a consumer’s emotionally-charged decision to continually purchase a specific brand. How does this happen? Brand loyalty happens when customers believe your brand will exceed all others. When this happens, he or she begins to identify with your brand on a personal level.
“There are no secrets to success. It is the result of preparation, hard work, and learning from failure.”
This means promoting your business is vital for its success. Without promotion, there are core functions that your business can’t perform. By incorporating these basic methods, though, a chain reaction begins. Clients are suddenly informed and engaged. Services and products begin to sell and your business begins to grow. What’s more, your customers are sustained as relationships and trust are built. The bottom line? Without promotion, no one can know your business. Reach your goals. Stand out. Be known.