Publicity is only one positive factor that comes out of using promotional marketing.
The use of promotional marketing strategies in today’s competitive business world has proven to have a long-lasting effect on the consumer. They essentially increase the awareness of a company’s product through designed outreach. This can come in forms like product samples, free trials, or even a free item.
The Goals of Promotional Marketing
By raising awareness about a product or service, there will be a general increase in its appeal factor. This favors the company as there is a higher chance to close out the deal. Additionally, this strategy works for both new and existing customers.
Steve Doctrow, Executive Vice President of Rogers & Cowan, has over two decades of experience in marketing, publicity, and promotions. He explains that innovation and growing business relationships are key aspects to successful marketing campaigns.
If you’re offering a customer additional benefits on top of their standard purchase, you’re utilizing promotional marketing – simple, right? Now, in order for this strategy to go above and beyond, a company needs to think outside the box.
For instance, a pizza restaurant will advertise via TV commercial to expose themselves to the public. After starting off with a jingle and a call to action, they’re going to incorporate promotions that offer something extra and encouraging to the consumer, like a free dessert when they purchase a dinner combo. That “free” item is emphasized to draw customers to their restaurant and is utilizing promotional marketing strategy.