The concept of marketing is extensive, but one thing is common: the main objective of publicizing a business is to reinforce a brand and increase sales.
Among the different possibilities of disclosure is promotional marketing.
Its application works in all types of markets, having considerable relevance and results in the digital market, where interactions are very dynamic.
One of the direct consequences of the application of promotional marketing is the increase in the company’s ROI, in addition to other benefits that we are still going to talk about.
Do you want to understand more about promotional marketing?
So keep reading!
What is promotional marketing?
It is possible to find several concepts referring to promotional marketing.
The Promotional Marketing Association (AMPRO), one of the most authoritative entities on the subject, has a very simple and easy to understand definition:
Promotional marketing is a set of strategies applied with the aim of building a brand, increasing the number of sales, and retaining them.
All this is carried out through direct actions that encourage interaction between the brand and consumers.
In other words, promotional marketing actions are those that bring the values, ideas, concepts of the company and the brand’s products to the customer in a non-invasive and interesting way.
Many times, promotional marketing is seen as a way of, since it directly connects the company and customers, always with offers, discounts and other actions.
Do you want a practical example?
When a company offers visitors a free product tasting or sample, it is using promotional marketing.
As the name itself indicates, a promotion, an offer, is carried out with the aim of captivating the customer.
But promotional marketing options go far beyond offering free samples. There is a wide range of options that the manager can implement, based on the reality of the business (we will talk about them in this post).
Advantages of promotional marketing
To know if promotional marketing is interesting and advantageous for your business, it is necessary to analyze what it can offer.
Let’s see some of the real benefits that can be obtained from promotional actions.
1. Attraction of new customers
One of the highlights is the attraction of new customers.
Whoever acts in the market, mainly the digital one, knows that the effective cost to obtain a new client is high.
Promotional marketing actions make it possible to reach new customers, who often do not know of the existence of the brand.
By doing a promotion you can arouse the curiosity of new consumers spending much less than you imagine.
2. Loyalty of existing customers
In addition to helping to attract new customers, promotional marketing contributes to the loyalty of existing customers.
By making promotions that are really interesting for your person, you manage to keep them interested in your product.
3. Creation of followers of your brand
Does your brand already have?
One of the main benefits of promotional marketing is that the people that the campaigns reach can become much more than customers, they can become followers hooked on brand awareness.
That means that, in addition to consuming it, they can recommend your product to other people, which increases the reach of your brand.
4. Building a strong customer base
In addition, it is also possible to form a solid base of clients, willing to learn more about your company’s services and products.
How to apply promotional marketing?
This is one of the most important moments, the application of promotional marketing.
For the results to be as expected, it is essential that there be planning and coordination of actions.
The objectives must be clear and drawn up in advance.
To ensure that promotional marketing actions reach the right people, the public must be analyzed and its characteristics very well defined.
Who are the strategies for?
What is the profile of your ideal client?
This orientation contributes to the fact that the people reached by the promotional actions are the most likely to make a purchase.
After understanding who you are, it’s time to take action.
We select some ideas that can be applied to any business:
Gifts (in the pre and post sale)
Gifts are small prizes that the company offers its customers, as a way to charm and build loyalty.
The gifts can be offered both in the pre-sale and in the pre-sale, what differs is the objective.
When this promotional marketing strategy is implemented in the initial stage, it is intended to attract the customer, so that he makes the purchase, and does not migrate to a competing brand.
When applied in post-sale, the objective is to guarantee customer loyalty, showing a differential of the company in dealing with its consumers.
The company can exploit both moments. The gifts are cheap and bring a number of positive results for the business.
Experimentation (trial)
One of the most used promotional marketing actions in the prospecting and sales stage is experimentation.
Nothing better than letting the customer take advantage of the benefits of a product or service for some time and for free.
This strategy is implemented by big brands.
An example of this is Microsoft, which makes all its work tools available, in the Office 365 package, completely free of charge for 30 days.
All those interested need to do is create an account and define the payment method. Cancellation before the end of the promotional period prevents the payment.
In case customers decide to keep the package, the first payment occurs at the end of the trial.
Many times, the purchase is not made due to lack of knowledge. If the customer does not know the product and its advantages, the chances of purchase are small.
By allowing experimentation, the company offers customers a unique opportunity to enjoy all the benefits of the product – what the charm works – without having to spend a lot to put it into practice.
Offers
The offers are strategies used in all sectors of the market. In digital business it could not be different.
But, after all, what are offers?
They are discounts or promotional packages that allow the consumer to make a purchase paying less.
This practice is very common in supermarkets and clothing stores, which always advertise products with irresistible values, valid until a certain time or subject to availability in stock.
Indeed, this is one of the basic characteristics of an offer: it must create the notion of urgency, leading the customer to take advantage of his last opportunity to make a purchase for such a special price.
For this strategy to really work, it is essential that the offers are legitimate, offering real advantages.
In addition to urgency, others can also be used when creating an offer. Use your creativity!
raffles
Unlike offers, sweepstakes are not directly tied to a product or service, although they may be associated with it in some way.
In this promotional marketing strategy, the company offers a prize to be raffled among customers.
The options are many: a value in money, store credit, a product or service, etc.
In addition, the draws can be made for all customers or only for those who have already bought more than once. It all depends on your goal.
For example, for every “x” amount of money spent on purchases, a number is won to participate in the draw. The more the customer buys, the more chances they have to win. And the better the prize, the greater the customer’s interest in tempting fate.
Giveaways can be done at any time, but generally achieve better results when linked to one.
Whether it’s the anniversary of opening the digital business, or the hundredth or thousandth sale made, they are all interesting times to exploit the giveaways.
contests
The contests are also within the promotional marketing strategies.
Generally, they are created to encourage the participation of customers, who can actively interact.
In this mode, customers will compete for a prize. Very similar to the draw, with the difference that here, to win, you need to win a competition or do something to stand out.
The contests can have a direct relationship with your business or be dissociated, seeking only the participation of the public as a form of distraction, fun and improvement of the relationship between customers and the company.
Interactive promotional campaigns
Interactive promotional campaigns are those that occur in real time.
One of the clear examples of how this promotional marketing action works in practice is the TV programs in which viewers can make live calls.
During the presentation of some program, customers call, in order to obtain a prize or an advantage.
The same reasoning applies to the digital marketplace.
You can, for example, open space for customers to actively participate in one, either by commenting, saying “I like it” or sharing a post.
As you can see, promotional marketing brings together a set of strategies and actions capable of capturing and retaining customers, as well as increasing the number of sales made.
Promotional marketing, however, is just one of several strategies used to get a business off the ground.
Do you want to know the others? We select a complete post with.
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