Promotional Concepts Strategies in Marketing

What is a promotional concept?

Promotional concept is umbrella of ideas that promote your offer. It is ideas about how to win competition and get customer attention. Marketer thinks about their promotional goal by defining their customer segment, differentiation value proposition, products, and promotion. If promotion have target to get sustainable sales, it need to be a system that fix every barrier to that goal. Promotion is only fix one component. If we only fix one component, another barrier is still exist, no sales, no business.

The barrier is:

  • products is not match with their problem
  • They have no mood for the products
  • Customer think that price is not worth
  • They have no proximity with products. They have no quick access to get products.
  • Customer don’t know about reputation of producer
  • They don’t know about

Several Ideas about promotional concept

  • Reach promotional goal by select market segment. For example Seth Godin offer strategy by choose geek customer or obsessed customer. This is choosing who are most easy to give attention, try the products. Geek also share and buzz easily the promotion.
  • Get promotional goal by create message. This is guide to create copywriting message.
  • Create desire by create environment in promotion or your products. Human perceive products not only by their sense, but also by their mood and brand. So, create conducive environment can support their acceptability.
  • Create special offer of special obsessed customer. That is value proposition. Consider the component of value proposition.
  • Give so gift as persuasion strategy.
  • Promotional concept is not only one time shoot. But, promotional concept is sustainable promotion to get impact.
  • Keep in mind that all way to do is to pass barrier to buy for customer. Another thing is not necessary. We can pass the barrier by align products (customer value) and customer demand, products price, proximity and communication to create mental picture that the products is solution.

Promotional Concepts Strategies in Marketing

What is a promotional concept?

Promotional concept is umbrella of ideas that promote your offer. It is ideas about how to win competition and get customer attention. Marketer thinks about their promotional goal by defining their customer segment, differentiation value proposition, products, and promotion. If promotion have target to get sustainable sales, it need to be a system that fix every barrier to that goal. Promotion is only fix one component. If we only fix one component, another barrier is still exist, no sales, no business.

The barrier is:

  • products is not match with their problem
  • They have no mood for the products
  • Customer think that price is not worth
  • They have no proximity with products. They have no quick access to get products.
  • Customer don’t know about reputation of producer
  • They don’t know about

Several Ideas about promotional concept

  • Reach promotional goal by select market segment. For example Seth Godin offer strategy by choose geek customer or obsessed customer. This is choosing who are most easy to give attention, try the products. Geek also share and buzz easily the promotion.
  • Get promotional goal by create message. This is guide to create copywriting message.
  • Create desire by create environment in promotion or your products. Human perceive products not only by their sense, but also by their mood and brand. So, create conducive environment can support their acceptability.
  • Create special offer of special obsessed customer. That is value proposition. Consider the component of value proposition.
  • Give so gift as persuasion strategy.
  • Promotional concept is not only one time shoot. But, promotional concept is sustainable promotion to get impact.
  • Keep in mind that all way to do is to pass barrier to buy for customer. Another thing is not necessary. We can pass the barrier by align products (customer value) and customer demand, products price, proximity and communication to create mental picture that the products is solution.

Assess Value Market Opportunity

Business Growth depend on environment. The environment is situation that outside company, include market. So it is important to asses value of market opportunity. I already write about market opportunity here. Previous writing, I talk about using internet, like Facebook and Google feature. Here I talk about assess market opportunity using another way.

  • Find your industry association in your country. America has list of industry association.

    Find the website of industry association.

  • Find trend of market trade of the industry. Add all the turnover statistics to acquire an idea of the value of the total market.
  • Another alternative is https://www.google.com/publicdata/directory . This website give statistic about trend of many things, population, consumption, trading et cetera.
  • Find and assess the largest businesses in the industry sector.
  • Consider Entry barrier and exit barrier. If entry barrier is high and exit barrier is high, there is fixed competition. If entry barrier low and exit barrier is high, the competition will increase. When entry barrier is high and exit barrier is low, competition will decrease. Another factor can affect competition, for example growth of customer, association and government that make rule about price.
  • Is customer need product need so much?
  • What is alternate way to solve the customer problem? If some invention can solve the problem, the product maybe will be end. The product life circle is shorter time than before.
  • You can try market opportunity by look sales performance of similar products.
  • Facebook ads can help to assess by try build advertising. Facebook give sign of market respond if we try to run Facebook ads in certain market segment. Usually it needs three days. I write guide to write facebook copywriting here.
  • Every good product survives because there is an offer obsessed a solution! Without a connection about the products and the problem, there is no opportunity.
  • Check their power to buy, by detect in what level they buy the goods. If they buy luxury products, they have power to buy.

Buzz Marketing

In two-way communication in social media, buzz marketing is necessary. In this media, we cannot expect to get attention by buy time or space in media. In mass media, you can. So to get attention, you can help customer to promote your business story by create buzz marketing. There is several ideas about buzz marketing.

  • If your customer want to appear beauty, story about different process of something that make more beautiful are make them interested.
  • This is something that easy to talk about it. Every people need platitude conversation. If your watch is different, that is helping your friend to talk and buzz.
  • More people to talk about, the more spread the ideas.
  • Focus on segment market that obsessed. They have many followers and like to share some ideas or content. Do not focus on average people.
  • Seth Godin said to be remarkable content. Remarkability lies in the edges. The first, best, biggest, fastest, slowest, richest, easiest, most difficult. It doesn’t always matter which edge,more that you’re at (or beyond) the edge. Part of what it takes to do something remarkable is to do something first and best.
  • Be remarkable is not remarkable for company, but remarkable for customer. Company study many things that make they have different perception with their customer. Something that is not remarkable for company maybe is remarkable for customer.
  • Be remarkable is not only to get attention. It is about something that suit for your value proposition.
  • Be remarkable is unusual, exceptional, interesting, or excellent. Remarkable things get your attention. This is mean: remarkable things trigger people to comment and share. Not only because it is best, but also something strange.
  • Give facility to share, for example share button. You can install it in website.
  • Xiaomi promote their phone by create flash sell and story about loss of stock. This sign about scarcity, then more people curious about xiaomi.