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** Delete this text and start writing your notes **Selling is important for business, there is no doubt about that. However, we cannot ignore the fact that the relationship with the customer goes far beyond the purchase. In many cases, getting the public's attention is the main objective, which fits perfectly with the topic of the post: Promotional Marketing.
In general, the concept works by combining the attractive practices of a promotion with the communication established with the public in marketing strategies .
This process creates strong appeals and mental triggers, awakening the interest of consumers, without requiring a large investment or focusing solely on getting a sale.
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To show you how to apply this concept, we created this post, which provides an objective definition and practical examples, so you can feel inspired to create your own promotional marketing actions.
Keep reading!
What is promotional marketing?
Promotional marketing consists of actions and strategies that boost the visibility of your brand and products, with the purpose of arousing interest and offering an immediate reward to consumers.
It is the union of the marketing concept, which aims to create value propositions to satisfy consumer desires, with common promotional campaign strategies, including more eye-catching communication, a sense of urgency and attraction towards an offer with clear and objective benefits.
In general, it can be used to encourage the purchase of products, but its focus is on delivering a positive and delightful experience. It is capable of generating value for the company, not only in the financial sense, but also in relation to its reputation in the market.
Read also: Digital marketing management: what is it and how to do it?
What is the purpose of promotional marketing?
The goal of promotional marketing is to encourage interaction between the customer and the brand, offering rational and emotional stimuli so that the public has a satisfactory and unforgettable experience. In addition to boosting sales, it seeks to build customer loyalty with immediate rewards.
Although it is common to adopt this strategy to uk business fax list promote your offers, it also serves to increase the company's reach, so that more people become aware of the solutions it offers.
At the same time, promotional marketing aims to encourage lasting and healthy relationships with customers, creating personalized and direct interactions, through digital and physical media.
This includes email marketing and social media, as well as sending out freebies and distributing exclusive coupons. Finally, we can mention the value of these actions in facilitating the communication of launches and newly implemented features in your catalog.
Also check out: Push and pull marketing: vital strategies to promote your course
Difference between sales promotion and promotional marketing
In practice, promotional marketing represents the set of strategies, while sales promotion is one of the types of actions that fit into this group, as well as public relations activities, advertising, personal selling and direct marketing.
Examples of promotional marketing
We see examples of promotional marketing all the time. When you visit a website, you are confronted directly with a campaign banner. In your email, you often receive messages with personalized offers. And so on.
Even when you buy a snack and a soft drink, there is always some promotion active, just register a code found on the packaging or collect stamps to exchange for gifts.
In general, any experience that promotes and prolongs interactions with customers can serve as an example of this type of action.
5 promotional marketing actions to inspire you
With so many objectives associated with the concept of promotional marketing, it is worth noting that the options for action for this strategy are quite varied. To inspire you and plan your own model, here are some suggestions:
1. Gifts
Gifts are always a good idea, as they can be personalized with your visual identity and distributed to the public at a low cost, offering a medium to long-term reminder that is easily incorporated into the customer's routine.
There are options that never go out of style, such as pens, keychains, cups and simpler items. Currently, the public's favorite new items are cell phone accessories, such as stands, headphones and others.
2. Discount campaigns
Sales promotion is incorporated into this strategy, which is why we also recommend carrying out discount campaigns, whether using coupons, assembling kits or offering special offers directly on the sales page.
It's a way to use mental urgency triggers and provide a clear advantage about what the customer can receive in exchange for making the purchase at that moment.
3. Product testing and demonstration
Product testing and demonstration are highly recommended strategies when dealing with a complex item that needs to be taught to the customer how to use, or that has benefits noticed over time, which are not particularly immediate.
For example, in applications and software, access can be offered for a limited period, so that people can use and evaluate the platform with more peace of mind.
In addition, we also have tasting stands for food and drinks, and trade fairs, where you can test your products during the event.
4. Loyalty programs
Loyalty programs offer increasingly better rewards as customers make more purchases. You can use a points system or even recurring bonuses sent directly to the user's contact details.
This is a very effective strategy to encourage loyalty and keep the public happy and satisfied with the interactions offered by your company.
5. Individual and personalized actions
Speaking of creating a unique experience, promotional marketing can be used with personalized actions, carried out individually, based on data from active customers.
An interesting option is to send messages congratulating the consumer on a personal milestone, such as birthdays and the achievement of certifications, for example when completing an online course on your platform.
This is an interesting way to generate enchantment, even when dealing with simple actions, configured through automation technologies.
How to apply promotional marketing to your strategy
Want to know how to apply promotional marketing in practice? Check out our tips:
choose the target audience;
define the best strategy;
do the complete planning;
question the value generated by the experience;
measure the results.
Choosing your target audience is the first step, as it helps you filter the possible actions, arriving at the best options according to the profile you want to impact. Next, define the strategy that is most aligned with this persona and your objectives.
Once this basic information is defined, we move on to complete planning, where we will have official data and the schedule of actions, in addition to identifying the available funds, production costs and projected returns.
Finally, before starting the promotional marketing campaign, compare the expected earnings with the amount invested, mainly to check its viability. Don't forget to consider the value generated for the customer experience, that is, which goes beyond the financial.
Once the action is completed, perform a detailed analysis of the performance achieved to identify the positive and negative aspects of the action. This is essential to ensure that no relevant data is lost and to gain more insights to plan future strategies.
Integrate marketing strategies with your course platform
Those who produce educational content and information products know that marketing can greatly help them achieve their goals. However, it can be a challenge to integrate tools with the platform where your course is hosted.
The solution to this problem is the EAD Platform , which has complete integration with the main digital marketing management systems, including CRMs, email marketing software and invoice issuance, among others.
You can check out all the options available at EAD Store . If you prefer, schedule a live demo to learn more about the platform.
