Promotion StrategyPart 2 of 3

Marketing 101 - PromotionPart One: Definition What promotion is NOT What promotion IS CautionsPart Two: Introduction Push/Pull Strategies and tools When to use push/pull tools

Part Three: Planning Match tools to marketing objectives Deep dive into publicity How’d you do?

Soma Jurgensen, Intentional Growth

Strategies

Promotion StrategiesPush:

Advertising (what?) Brand Word of mouth Relationship marketing Content marketing B2C sales promotions

& discounts

Trade shows Personal selling Promotional packaging

design Point of sale Direct selling

Taking the offering to the customer

Pull:Getting the customer to come to youHow is demand generated?

Push Promotional Tools

Trade Shows

Direct selling

Personal Selling Promotional Packaging

Point of Sale:• Display• Discount

Pull Promotional ToolsPromotional Advertising

Branding Content Marketing

Consumer Sales Promotion

Relationship Marketing

Loyalty programsEventsSponsorshipsEndorsements

Push Promotional ToolsWhen to use?• Increase demand through distribution channels• Provide sales incentives to intermediary• Added incentive for customer to buy – relationship

exists• Seasonal (display)• Novelty• Price discount at point of sale

• Lower cost items• Impulse purchases

Pull Promotional ToolsWhen to use?• Establish loyalty and repeat purchase

• Reinforce the brand

• Raise awareness

• Publicity – reputation management

There’s more!

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