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