Promotion refers to the process in which the product or service is communicated to the consumer. Good communication methods alleviates a consumers perceived risks associated with the product or service with a goal of generating a positive response. There are several promotional strategies that organizations use to reach their target consumers:

Advertising:

This is a paid form of a promotion strategy where an organization uses a form of the mass media to reach target consumers.

Personal Selling:

This promotional strategy is when the organization sells the product or service directly to the consumer. This form of promotion is related to the most economical distribution channel. To read more about distribution channels click here.

Public Relations:

Public relations are an excellent way for an organization not only to promote their product or service, but also to increase their companies brand awareness. Good public relations helps increase the public’s positive perception with the organizations product, service, and company through favorable publicity. However, it also involves how the organization can handle/spin negative attention.

Direct Mail:

Direct mail allows an organization to contact a potential consumer, within their target market, directly about their product or service. Many direct mail promotions utilize a time sensitive call to action in hopes to drive consumers to their company’s website or customer service representative’s telephone.

Sales Promotion:

Sales promotion is a short term promotional strategy that can increase sales of a product or service quickly. Many organizations develop sales strategies month to month adding value to a new product line or service each month.