Events don’t have to be fancy and super organized; something as simple as an open house or an info session will work for locations like salons, fitness centers, yoga studios, spas, and retail stores.If your business is in a location with other local businesses, you can work together to have a sidewalk sale or outdoor open house to draw even larger crowds.
11 Ideas for Product Promotion
Promoting a product involves creative marketing strategies to increase sales by reaching a specific audience. Launching and promoting a product are both part of the process businesses complete to boost revenue and build brand loyalty. Understanding product promotion can help you learn marketing strategy to increase sales and grow brand awareness. In this article, we explain what products promotion means and offer tips and suggestions to help you successfully promote any product.
Products promotion is the process of marketing a new or featured item or service to consumers. It is a group of techniques used to bring attention to a brand and a specific product when it is first released into the market or once a company decides to feature this item after it’s been launched.
Promoting a product is any important way to drive sales and increase revenue to cover costs for initial research and development, manufacturing costs and product trials. However, a carefully planned promotional campaign can bring large profits once the product gains attention in the consumer marketplace.
The best ways to promote a new product or service
When it comes to promoting a new product or service for your business, it can seem like there are endless options. It can be difficult to figure out where to get started and which methods of promotion will give you the best results. The truth is, there are many low-cost ways to promote your business, and what works may depend on your industry, offerings, and audience. Take a look at these 12 methods below and see which ones make the most sense for your business.
1. Offer loyal customers an exclusive preview
Your loyal customers are a key part of how to promote your product, because they are most likely to not only buy it, but also promote it to their networks. This can take the form of a private, in-person or virtual pre-launch party, an online tour, preview, or demo. Or, it could even be a special invitation to test it out and give feedback. These exclusive offerings are not only a great customer engagement strategy, but they also reinforce how much you value them—and engagement and loyalty are essential for any successful growth marketing strategy.
2. Use a special introductory offer
3. Make use of Google My Business
If you’re just announcing the new product or service, you may want to go with a “What’s new” post. Just remember that Google My Business posts expire every seven days, so you’ll need to repost. On the other hand, if you’re running a special introductory deal, an “Offer” post would be best, as you can set a timeframe. Regardless of which post type you use, be sure to include a picture and a call to action to most effectively promote your business.
4. Run a social media contest
Social media contests are a fun, easy way of connecting with customers and bringing in more fans/followers and prospects for your business. Facebook contests garner an average of 34% new customers per campaign, which is a great way to combat the platform’s low organic reach.
Be sure to announce the content across all of your marketing channels, and not just the social platform you’re using to run the main campaign. This includes your other social media channels, your website, email newsletters, and even paid ads.
In addition to generating more excitement and buyers for your new offering, the increased engagement with your social media account will likely drive more traffic to your website, put your business in front of new customers, and create a fun means of connecting with your audience.
5. Spread the word via email
Did you know that 82% of consumers open emails from businesses, and that 76% of email subscribers have made purchases from an email marketing message? Email is a fantastic channel for getting the word out about your new product/service. Plus, it makes a great incentive to get subscriber signups in the first place.
You can run an email campaign specifically about this new offering—perhaps even as a series of emails building up to the day of launch. Or you may want to announce it as the focus piece of your next email newsletter. This email could go out to your general audience, or, in support of method #2, it could be a subscriber- or customer-exclusive offer.
What’s the best way to promote your new product or service?
The best way to promote your new product or service will depend on what channels your audience frequents and what their online behaviors are. Regardless, you should use multiple channels and cross-promote. The more cohesive and consistent your messaging is, and the more your audience learns about it, the more engagement you can expect. Try out the strategies above to get the results you want from your next product launch, software upgrade, or new service offering.
Meet The Author
Kristen is the Senior Managing Editor at WordStream, where she helps businesses to make sense of their online marketing and advertising. She specializes in SEO and copywriting and finds life to be exponentially more delightful on a bicycle.
Having a solid plan on how to promote a product will help you determine how well your product sells when it’s launched. You can use one or any combination of the ways mentioned above to promote your product, and get sales. You can also use artificial intelligence tools for ecommerce to promote your product in a more personalized manner.
Q1. How can I promote my product online?
You can use a number of different ways to promote a product online. Some of the most common and easy ways to promote your product online are writing blogs, marketing on Facebook and Instagram, sending out emails to your subscribers list and many more that you’ll find above.
Q2. Where can I promote my product?
Q3. Where can I sell my new product?
You can sell your products on ecommerce platforms like Amazon, AliExpress and Etsy. You can also sell them on your business website or on social media platforms through Facebook Marketplace and Instagram Shop.
Though the mean order value, or average order value, is $24, the mode order value, or most commonly occurring order, is $15. The mode shows a much more accurate representation of your orders, because the mean is easily skewed by low or high purchases. When we think about raising the AOV, it’s more telling to look at the mode. That’s the number we want to increase.
Product Promotion (Explained With Diagram)
The purpose of promotion is to reach the desired consumers and persuade them to act. A company may have a well-designed product offering, with a price and distribution system appropriate to its target market. But if it is unable to reach that market, then all its efforts will have been in vain. Promotion is responsible for awakening and stimulating consumer demand for the product. Promotion, in its broadest marketing sense, encompasses all selling activities—advertising, personal selling, sales promotion and public relations. The particular way an individual marketer combines these activities is called promotion mix.
To many customers, promotion and selling are synonymous with marketing. Promotion certainly represents a very large part of the marketing efforts of most firms, but it is, of course, only one part of marketing mix. Promotion is not limited to business activity, but is also used by a variety of non-profit organisations.
Of the four elements of marketing mix, promotion is the one used to the greatest degree by non-profit organisations. For instance, colleges use promotion to get students join, political candidates holding meetings (promotion) aim at winning votes, the government uses promotional technique for popularizing family planning programmes etc. Thus promotion is heavily relied upon by non-business organisations too.
Promotion activity ultimately comes under the direction of the marketing manager. In many large firms, however, each method of promotion mix operates independently. The marketing manager has the responsibility of coordinating and inter-relating all the methods to achieve the marketing objectives. Within the marketing frame-work, advertising, personal selling and sales promotion are termed as promotional mix.
A push promotional blend emphasizes personal selling. The producer pushes the product to intermediaries, who organize promotion to reach consumers and sell the product. Firms develop strong sales forces at both the distributor and dealer level. Products are pushed through the channel of distribution and dealer.
On the other hand, a pull promotional blend emphasizes on impersonal selling. Here it is the producer who organizes advertising and sales-promotion campaign. Pull strategies have proved to be very effective for difficult distribution cases. A firm adopting this strategy would spend more on advertising and sales promotion.
A PUSH STRATEGY call for using the sales force and trade promotion to push the product through the channels. The producer aggressively promotes the product to wholesalers; wholesalers aggressively promote the product to retailers and the retailers aggressively promote the product to consumers.
A PULL STRATEGY calls for spending a lot of money on advertising and consumer-promotion to build up consumer-demand. If the strategy is effective; consumers will ask their retailers for the product, the retailers will ask their wholesalers for the product and the wholesalers will ask the producers for the product.
Promotion may be informative, persuasive or reminiscent (reminder). Informative promotion is needed when a firm has distinctly new products for sale. For instance, when a firm that manufactures radio sets decides to produce television sets also, this fact must be known to the buyers i.e., informative promotion. Persuasive promotion is needed when a firm has a product, which is similar to other products.
Consumers are persuaded to purchase a particular product, which is better than others i.e., persuasive promotion. Reminiscent promotion is used after the products are well established in the market. Customers are frequently reminded of the product by the brand name, which is made a household name by repetitive advertisement.
Marketing professionals use the term promotional mix to refer to the combination of personal selling, advertising, sales promotion and other forms of promotion. It becomes the promotional strategy. A combination of at least of two methods is essential for the promotion. Advertising is supported by personal selling or display. Personal selling will be expensive to make sales, when it is used alone. On the other hand a small expenditure on advertisement with personal selling will increase sales enormously.
For each component of promotional mix, management sets objectives, determines policies and formulates strategies. These promotional strategies are blended together to be known as “Promotional Blend.” This is blended with product-market, distribution and pricing strategies to become overall marketing strategies. There are many factors which influence promotional mix and they are known as product-market factors.
Different products require different promotional mixes. Consumer goods and industrial goods require different strategies. Consumer goods are sold through advertising, personal selling and displays. Raw materials require personal selling.
What Roles Do Marketing Promotion Strategies Play?
Create a way for your target audience to engage with your product/service. Place a call-to-action button on your website, emails, ads, social media profiles, or entice them with an irresistible offer. Get inspired by these sales promotion examples that work.
1. Drive More Traffic with Content Marketing
Let’s say you are a company that sells tires, and you start blogging about the importance of choosing the correct tires, when to change them, safety, and so on. This type of content will help you start building trust, making your brand a good candidate for their next tire purchase, which makes content marketing a precious indirect form of promotion strategy.
You might be surprised how important this matter is, but digital content marketing doesn’t resume at blogging. It’s everywhere. Online paid advertising or sponsored ads, websites, digital flipbooks , social platforms, and so on.
Of course, content marketing is more than just content. The process begins with creation (based on a solid digital content strategy) and is followed by promotion, measurement, and constant optimization. However, there’s a learning curve to it in which the secret ingredient is patience.
A prevalent yet powerful form of inbound marketing, blog posts help you promote internal and external content, include product or service information, or simply educate your audience regarding a topic from your niche.
Articles are the perfect way of increasing website ranking and boost your landing pages for free. You just have to do a bit of research before writing so you can incorporate SEO content marketing as well.
Some people are really good at multitasking, so they are able to workout while also stimulating the mind. The perfect way to serve them informational content in this scenario is to create a podcast for your business.
It can be a sign your brand should invest in a podcast, which allows you to be extremely creative and open to choices. For example, you can invite influencers to talk about a subject from your niche or explore a more extensive topic that you can break down into more episodes.
People often want to learn something fast and, if possible, in a more passive way. 96% of people watched an explainer video to find out more about a product or service. For these situations, it’s good to have informative videos prepared for your video content marketing.
Again, you can repurpose your written content into videos and save more time in the creative process. You can use video editing apps like Instasize to help you produce high-quality content straight from your smartphone — no professional experience needed. In your product marketing strategy, don’t forget to include video as well.
Don’t forget that content marketing is more than just creating content. Based on your overall marketing strategy, the process begins with creation, followed by promotion, measurement, and constant optimization. Without good SEO content marketing, your content may never be discovered.
One of the best promotion examples of a great content marketing strategy is H&M’s sales promotion strategy. Inside H&M is their way of offering customers valuable information about their collections and fashion trends from the industry focused on local culture.
2. Explore the Power of Social Media
Before starting, see where you should invest your social media marketing budget and what type of ads these platforms can host. Snapchat, for example, is associated with youngsters, while LinkedIn is a platform for professionals.
Take a look at Audi’s social media marketing strategy on social media. At first glance, you might call their Instagram page boring. But if you look closer, you’ll see that boring is not the right word. I’d instead call them persistent.
Their attitude towards social media is “if it’s not broken, don’t fix it.” They simply stick to what they know works for their audience. Their Instagram social media marketing strategy is pretty simple and catchy.
3. Use Email Marketing to Drive Engagement and Sales
- There are 3.9 billion daily email users, a number predicted to climb to 4.3 billion by 2023. ( Statista )
- Marketers who implemented segmented (personalized) email campaigns have witnessed a 760% increase in revenue. ( Campaign Monitor )
- On average, marketers send 3-5 emails per week. ( Not Another State of Marketing )
- Over the last 12 months, 78% of marketers observed an increase in email engagement. ( Not Another State of Marketing )
- 31% of B2B marketers recognized email newsletters as the best way to generate leads. ( Content Marketing Institute )
- 81% of B2B marketers say their most used form of content marketing is email newsletters. ( Content Marketing Institute )
- 87% of B2B marketers say email campaigns are one of their top choices for organic distribution channels. ( Content Marketing Institute )
- 90% of content marketers measure content performance according to email engagement. ( Content Marketing Institute )
- 46% of all emails are opened on mobile devices. ( Litmus.com )
FAQ on marketing a product
How do you market a product from scratch?
Ensure there is market demand for your product, start with paid marketing, introduce organic marketing such as SEO and content marketing through blog posts, videos, social media, podcasts, or emails, and convert more of the traffic on your website.
How do you attract customers to buy your product?
How to market a product effectively
About the author
A content writer and editor, Alexa Collins has shaped stories across topics from B2B SaaS to real estate. She’s best known for her love of plants, and when she’s not watering them she’s throwing the frisbee for her dog Bear.
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People typically will not buy a product or support a not-for-profit organization until they know what it will do and how it may benefit them. Thus, an informative ad may stimulate interest in a product. Consumer watchdogs and social critics applaud the informative function of promotion because it helps consumers make more intelligent purchase decisions. StarKist , for instance, lets customers know that its tuna is caught in dolphin-safe nets.
What is sales promotion?
Primarily, sales promotions are used to motivate buying behavior or trigger an uptick in purchases in the short term, in order to reach a benchmark or goal. Although the immediate purpose of a sales promotion is an uptick in sales, there are plenty of other benefits to building out a strategic sales promotion technique with your marketing team.
The downside of sales promotions is that some businesses suffer from becoming overly dependent on them in an effort to boost sales. As a result, they enter a precarious short-term marketing cycle and struggle to plan for long-term goals and growth.
Further, if your competitors also run tons of sales promotions, the market itself may be negatively affected. Bidyut Bikash Das, former Demand Manager at OYO, notes that, “. when a number of competitors extensively use promotions to differentiate products or services, and other competitors copy the strategy, [it can result in] no differential advantage and a loss of profit margins to all.”
In addition, too many promotions can damage your business reputation because the offers no longer seem exclusive or valuable and clients begin to see your product or service as worth less than what you typically sell it for.
Overall, sales promotions are a powerful tool to rapidly inject sales, attention and demand into your business. To ensure they remain effective, they should be used strategically and with a specific goal in mind.
In the short-term, sales promotions can help you attract new leads or customers. However, this should also be seen as one piece in a long-term strategy, since you’ll need to continue to nurture these leads to move them along the sales pipeline or turn them into loyal customers that don’t churn.
Or, if you’re selling a digital template at a reduced price, people may share it with others who could benefit from the discount as well. In this way, sales promotions are a great way to attract qualified leads for your sales team.
For example, pairing the announcement of your new SaaS feature with a limited-time discount might be enough to turn long-time lurking leads into paying customers. Alternatively, if you’re revealing a new product, you could share an introductory price that will expire after the first “X” number of purchases.
Sales promotions are an efficient way to clear out extra inventory at the end of a sales period. If there’s a particular product taking up too much space, going out of production or becoming redundant, retailers can run a sales promotion such as ‘buy one get one free’ to help clear it out. You’ve probably seen this kind of promotion in stores marketed as the acronym: BOGO.
Sales promotions work to generate valuable insights into what your customers desire, how they make purchasing decisions and what kinds of promotions they value the most—useful information for both your sales and marketing teams.
When designing your sales promotion campaign, you’ll need to conduct research into your customers’ interests, as well as what your competitors offer. Taking time to do this research can help you and your team learn how to attract new clients, improve customer service and create compelling offers that resonate with your target audience. Just imagine, you wouldn’t want to run a campaign for 15% off the same week when your competitor is running a promo for 20% off.
A great sales promotion idea could focus specifically on repeat customers. Encouraging repeat business is easier and more cost-effective than attracting new clients. In fact, a 5% increase in customer retention generates more than a 25% increase in profit, on average.
By providing existing customers with exclusive incentives, you can increase loyalty, generate repeat purchases and hopefully draw high-quality referrals. You can also attract long-term and repeat customers. This practice is a good one for any sales pipeline, as repeat clients move through the funnel quickly, since they already know what to expect.
Similar to selling out extra inventory, if your business is seasonal or has slower periods, well-timed sales promotions can help inject purchases and galvanize interest during a time where sales are often slow or stagnant.
Email is a great vehicle for this communication, as research shows that 49% of people would like to receive weekly email blast campaigns from their favorite brands. By segmenting your list, you can ensure that you’re sending them only the most relevant offers.
The Promotional Mix
The combination of traditional advertising, personal selling, sales promotion, public relations, social media, and e-commerce used to promote a product is called the promotional mix . Each firm creates a unique promotional mix for each product. But the goal is always to deliver the firm’s message efficiently and effectively to the target audience. These are the elements of the promotional mix:
- Traditional advertising: Any paid form of nonpersonal promotion by an identified sponsor that is delivered through traditional media channels.
- Personal selling: A face-to-face presentation to a prospective buyer.
- Sales promotion: Marketing activities (other than personal selling, traditional advertising, public relations, social media, and e-commerce) that stimulate consumer buying, including coupons and samples, displays, shows and exhibitions, demonstrations, and other types of selling efforts.
- Public relations: The linking of organizational goals with key aspects of the public interest and the development of programs designed to earn public understanding and acceptance. Public relations can include lobbying, publicity, special events, internal publications, and media such as a company’s internal television channel.
- Social media: The use of social media platforms such as Facebook, Twitter, Pinterest, Instagram, and various blogs to generate “buzz” about a product or company. The skills and knowledge needed to generate information as well as to defend the company against problems (such as incriminating videos “going viral”) are separate skills from those related to traditional advertising. Even promotional strategies such as paying celebrities to wear a specific line of clothing and posting these images on Twitter or Instagram (a form of advertising) requires different types of planning and expertise than traditional advertising.
- E-commerce: The use of a company’s website to generate sales through online ordering, information, interactive components such as games, and other elements of the website. Website development is mandatory is today’s business world. Understanding how to develop and utilize a website to generate sales is imperative for any marketer.
Ideally, marketing communications from each promotional-mix element (personal selling, traditional advertising, sales promotion, public relations, social media, and e-commerce) should be integrated. That is, the message reaching the consumer should be the same regardless of whether it comes from an advertisement, a salesperson in the field, a magazine article, a blog, a Facebook posting, or a coupon in a newspaper insert.
What Do the 4 Ps Mean in Marketing?
Place refers to where and how people buy your product. Some examples of places consumers can buy products and services include online via a web browser, through a smartphone app, retail locations, through trade shows or events, through marketplace channels like Amazon or Walmart, or through a sales professional.
Price refers to how much your product or service costs. How you price your product depends on your competitors, demand, cost to produce the product, and what consumers are willing to spend. Companies also need to consider their pricing models, including choosing between one-time purchases and subscription models.
Product refers to the product or services your business provides to your target audience. The product a company provides can vary significantly depending on the type of company and what they do. For example, McDonald’s provides consistent fast food, including hamburgers, french fries, and chicken products, whereas Salesforce provides customer relationship management (CRM) software and marketing automation tools for businesses.
Promotion refers to specific and thoughtful advertising that reaches a company’s target market. A company might use an Instagram campaign, a PR campaign that showcases a product, or an email campaign to reach its audience at the right place and the right time.