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.
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.
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.
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 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.
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 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.
Not all people have time to write length article, but they have good idea to share in small character. Twitter connects people like that in their platform. Then twitter is popular. This is several fact about twitter.
Today, in September 2018, they have 246 million international users.
500 million total numbers of tweets sent per day.
80 percent of user is on mobile. There are over 69 million Twitter users in the US. The total number of Twitter users in the UK is 13 million.
That situation can help your business in several ways.
Twitter helps you to connect to your market segment.
You can found their interest by identify on their content and their tag (#). You can also know their interest by what people that they follow. Fish hobbies follow about fish. And so on.
In addition, the opportunity is you can contact directly to your market.
You can find what the popular issues in your country are.
It can drive traffic to your landing pages or your business offer.
Twitter can consume our time. So we need to organize this tweet activity
Create events online and ‘tweetups’. A tweetup is an organized, in-person gathering of people on Twitter. The usual reason for a tweetup is to gather people with the same interests to share ideas.
We can use tweetdeck on https://tweetdeck.twitter.com. TweetDeck offers let us view multiple timelines in one easy interface. It includes: Manage multiple Twitter accounts, schedule Tweets for posting in the future, build Tweet, monitor best twitter.