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Comprehensive Guide to Promotional Tools

Traditional media like television, radio, newspapers and magazines remain important promotional tools, along with billboards and other local advertising. However, digital technologies now provide many new interactive options for promotion through online marketing, social media, blogs, and mobile apps. Public relations techniques involve unpaid exposure through press releases, newsletters and media coverage. Small businesses can build relationships with local media. Events, community sponsorship, and salespeople are other direct promotional methods, while influencers can help spread word about a company.

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435 views7 pages

Comprehensive Guide to Promotional Tools

Traditional media like television, radio, newspapers and magazines remain important promotional tools, along with billboards and other local advertising. However, digital technologies now provide many new interactive options for promotion through online marketing, social media, blogs, and mobile apps. Public relations techniques involve unpaid exposure through press releases, newsletters and media coverage. Small businesses can build relationships with local media. Events, community sponsorship, and salespeople are other direct promotional methods, while influencers can help spread word about a company.

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PROMOTIONAL TOOLS

SOLTES, ALLIAH MIA A.


PROMOTION WITH TRADITIONAL MEDIA

Traditional mass-media advertising remains a


prominent promotional tool for marketing. This includes paid messages designed
and presented through television networks, radio stations, newspapers and magazines.
Additionally, companies use support media in ongoing campaigns, such as
billboards, telephone directories, bus station ads, aerial displays (like those
you often see at the beach), in-store and point-of-purchase displays. Local
radio and newspapers tend to be most affordable for smaller companies.
NEW POSSIBILITIES WITH DIGITAL
TECHNOLOGY
The Internet and mobile technology have enabled use of a host of digital and interactive
promotional tools. Online and e-mail marketing are common elements of promotional
campaigns. Social media and blogs offer additional interactive tools that companies can
use to reach consumers directly. Mobile devices with applications for electronic
communication and social media allow companies virtually 24/7 access to consumers
on the move. Digital technology has enabled the possibility of employing highly
targeted promotional activities. By learning the online habits of individual
users, and through text recognition technologies that identify the subject
matter of websites and emails, advertisers can post precisely the types of ads
that should be of greatest interest to the viewing audience.
PUBLIC RELATION TOOLS
Several promotional tools tie specifically to
public relations, which is unpaid communication often presented through media
exposure. Press releases, newsletters, press conferences and news reports are
common PR techniques. Some are used to proactively promote brands or products.
Others are used to address negative publicity or events.
Small companies can often build relationships
with local newspapers and TV stations for coverage of noteworthy business
activities. Companies benefit from the coverage they receive, while newspaper
and television reporters appreciated the ready-made content and human interest that
your small business provides.
EVENTS AND COMMUNITY ACTIVITIES

Sponsoring major events and community


activities serve as promotional opportunities for companies as well. Small
businesses often gain public favor by active involvement in local events. A presence
at local fairs, non-profit events and school functions can all improve your
rapport and goodwill with the communities in which you operate your business.
It's common, for example, for local business to devote a portion of a day's
sales to a community school or non-profit; the activity generates goodwill and,
hopefully, an increase in sales that offsets any loss of income.
SALESPEOPLE AND INFLUENCERS
Among the more direct promotional tools are
salespeople and influencers. Salespeople are employees who contact or engage
customers using assertive selling techniques. This often includes asking
questions, listening to customer needs and using persuasive efforts to sell
product or service benefits.
Peer or professional influencers are prominent
people in the public who favor your product. Companies often ask consumers or
professionals to share company news, information and experiences with others.
I consider these type of promotional tools as an effective
way for my proposed enterprise because it is the basic yet the proven way to
promote a product that is effective with their target market. These promotional
tools are very helpful in adapting with the trends that will surely catches the
attention of their consumers.

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