In ‘the Marketing Clinic’, we have been working our way through the ‘six Ps of marketing’, to enable an ongoing and successful marketing strategy that actually works. This week, we will look in further detail at the fifth ‘P’: Promotion.

Promotion is key when it comes to shouting about your products and services.

What you have to offer, where it is available and when. Understanding your target market is vital.

There are a number of ways in which you can get your message out to the wider public; by using television, radio, print media, using online promotions and competitions, holding events and through social media networking.

It is important to:

  • Ensure you have a promotional strategy and adequate budget in place in order to achieve your objectives.
  • Think about the methods in which your product might best be communicated to your customers. Is this through advertising, PR or direct sales?
  • How do your customers respond to different elements of the marketing mix? Which have you learned are most effective and most cost effective?
  • Do special offers encourage or accelerate sales? Who is the appropriate audience for these special offers?
  • Think about how all of the elements of your promotion fit together. Do they complement one another?
     
  • Jo Spencer heads up the Lake District branch of GAP PR and Marketing Ltd with colleague Polly Winder. Together, they help local businesses decide on the right marketing strategy for them – www.gapgb.com