PLACE 3.3.4 PROMOTION TECH

PROMOTION IS VITALLY IMPORTANT AS IT INFORMS THE CUSTOMER ABOUT THE OTHER PARTS OF THE MARKETING MIX:-

1) WHAT THE PRODUCT DOES (PRODUCT)

2) HOW MUCH THE PRODUCT COSTS (PRICE)

3) WHERE THEY CAN BUY IT (PLACE)

(+) No extra cost if website is already made.

(+) Full control of the design and appearance.

(+) Extremely easy to update. 

(+) User interfaces can be very appealing.

(+) Can use videos, interactive content. 

(+) Can be visited by unlimited number of customers at once.

(+) Can track customers' browsing activity to tailor content.

(-) Can be expensive, as the site gets more complex.

(-) Can be expensive paying for SEO...

• SALES PROMOTION is aimed at BOOSTING SALES in the SHORT-TERM, it is NOT a LONG-TERM strategy e.g. "...for a limited time only".

• NOTE: DO NOT CONFUSE 'METHODS OF SALES PROMOTION' with 'METHODS OF ADVERTISING', for example using posters and tv adverts are NOT SALES PROMOTION!!!!

• BOOST SALES in the 'OFF-SEASON', during a RECESSION...

• ATTRACT NEW CUSTOMERS to TRY AN EXISTING PRODUCT.

• ATTRACT CUSTOMERS to TRY A BRAND-NEW PRODUCT.

• To TAKE CUSTOMERS from a RIVAL BRAND.

• ...

As we mentioned before, when a product is newly launched the advertising may need to be informative, especially if it is featuring brand-new features that the consumer needs to be made aware of, however, if it is an established product and in a very competitive market then persuasive advertising might be used so that it can earn brand loyalty.

By 'NATURE' we mean is it intended to be sold to final consumers (A CONSUMER GOOD/SERVICE) or is it intended to be sold to other producers (A PRODUCER GOOD/SERVICE). Consumer goods can be promoted through persuasive ads with competitions etc but a producer good would likely need more informative promotions including large order discounts instead.

By 'NATURE OF THE TARGET MARKET' we mean is it intended to be sold LOCALLY, NATIONALLY or INTERNATIONALLY, as if it is only going to appeal to a small group then the promotions should be aimed at them, for example, there is no point making an advert for your furniture shop on National TV, rather stick to the local network.

In some countries, the use of women, alcohol, religion, gambling etc... are not allowed. In addition, some countries have limited access to certain media which makes them unsuitable for advertising on, for example, the use of internet ads in Sub-Saharan Africa.