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.

Realistic Examples

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.