What are the types of promotions?

Definition: Promotions refer to the entire set of activities, which communicate the product, brand or service to the user. The idea is to make people aware, attract and induce to buy the product, in preference over others.

Description: There are several types of promotions. Above the line promotions include advertising, press releases, consumer promotions (schemes, discounts, contests), while below the line include trade discounts, freebies, incentive trips, awards and so on. Sales promotion is a part of the overall promotion effort.

There are also:
1. Personal selling: one of the most effective ways of customer relationship. Such selling works best when a good working relationship has been built up over a period of time.
This can also be expensive and time consuming, but is best for high value or premium products.

2. Sales promotions: this includes freebies, contests, discounts, free services, passes, tickets and so on, as distinct from advertising, publicity and public relations.

3. Public relations: PR is the deliberate, planned and sustained effort to establish and maintain mutual understanding between the company and the public.

1- Personal Selling:

• Involved personal contact between company rep and those who make purchase decisions (e.g. consumers, manager or company buyer). Selling occurs face-to-face or via telephone and also now online via video conferencing or text chat.

• Involves sending mail direct to the customer, Direct mail can be cheaper than traditional advertising; you can tailor your message, add more information and better target your market. Typically Direct mail advertising should be; personal, creative, informal and selectively directed (not sent to everyone in a database). 

3-Advertising:

• Non personal, mostly paid promotions often using mass media to deliver the message. The variations of advertising include; TV, Newspaper, Magazine, Internet and Outdoor advertising (E.g. billboard, posters, buses, etc.)

• This type of promotion uses third-party sources and particularly the news media, to offer a favorable mention of the marketer's company or product without direct payment to the publisher of the information.

• Supporting an event, activity or organization by providing money or other resources that is of value to the sponsored event. This is usually in return for advertising space at the event or as a part of the publicity for the event. (E.g. TV/ Radio, Sports, Arts, Events, Charity/Causes.)

• Involves the use of special short-term techniques, often in the form of incentives, to encourage customers to respond or undertake some activity. (E.g. Sales flyers/ price discounts, Coupons, Samples/giveaways, special events and point of sale)

• Any promotion made for web, cell phone or digital device (E.g. tablets, game systems etc.) These include; Online advertising, mobile communications, social media, consumer-generated content and viral strategies. 

• There are many different mediums for promotion, and what is most effective depends on the situation, the product to be sold and the audience you are promoting it to. 

1. Advertisements 
2. a special event or activity 
3. media exposure – newspapers, online, radio, • magazines, television sponsorship 
4. networking 
5. brochures and flyers 
6. newsletters and annual reports 
7. questionnaires or surveys 
8. a launch 
9. pubic notice boards 
10. public speaking

• While the above list is a useful starting point, some of the best promotions involve mediums that have not been thought of previously, so don’t be scared to be creative. 

• It is also important to review previous promotional strategies to see what has worked for you and how it can be improved. Similarly, it is worth considering what other groups do, particularly competitors, to give you an idea of what has and hasn’t worked in the past.

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