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What Role does Promotion Play in Effective Marketing?

Absolutely everything.

This series revisits the basics of branding and marketing by answering questions marketers, entrepreneurs and small business owners face when growing their business. I hope this series provides you with knowledge to think smarter and a nudge to make stuff happen.


What Role does Promotion Play in Effective Marketing?

Absolutely everything. For marketing to be effective, that is making the cash register ring, a business must promote its products and services.

Promotion isn’t limited to hard sell activities like widespread couponing, aggressive discounting, and over-the-top marketing stunts.

Promotion is any marketing activity that seeks to increase awareness & appreciation, make a customer emotional connection and sustain top-of-mind consideration. (Sound familiar? It should.)

A website is promotion. Maintaining a Facebook page is promotion. Customer service is promotion. Radio advertising is promotion. A brochure is a promotion. Discounting is promotion.

Absolutely every marketing activity a business does to increase awareness & appreciation, make an emotional customer connection, and sustain top-of-mind consideration is promotion. It’s best to make the most out of every promotion for a business to achieve success.


REVISITING THE BASICS | archive

#01 | How Should a Brand be Defined?
#02 | What’s the Difference between Branding and Marketing?
#03 | Is there a Difference between a Company Name and a Brand Name?
#04 | Does every Brand need a Unique Selling Position?
#05 | Do Consumers Really Feel Emotional about Brands?
#06 | How should “Brand Personality” be Described?
#07 | Are Taglines Important? Why or Why Not?
#08 | Are Logos Important? Why or Why Not?
#09 | Can a Brand be Built without a Large Budget?
#10 | Why is a Brand Style Guide important?
#11 | What are Key Components to Include in a Brand Style Guide?
#12 | How Rigid Should a Brand Style Guide Be?
#13 | The Brand Style Guide is Built. Now What?
#14 | What Matters Most to Consumers: Brand, Price, or Convenience?
#15 | Does a Company’s Mission Statement Play a Role in Marketing the Brand?
#16 | How can Business Operations Support the Brand Promise?
#17 | How do you get Employees to “Live the Brand”?
#18 | Do all Marketing Activities need a Strong Call to Action?
#19 | Do Brands need to be Marketed Differently Depending on their Stage of Life?
#20 | What Role does Promotion Play in Effective Marketing?

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