People have this misconception that it is all about the product. “Once I have developed my products, that’s it, I will soon draw in millions of dollars”. While having a good product does build a steady foundation for your business, it is not everything. Just like how actors promote their new movies through interviews on ELLEN, the same concept should be applied to your brand.
Promotional methods typically comprise of “6 tools” as George and Micheal Belch would say, the author’s of the infamous ‘Advertising and Promotions’ book. We will be discussing those 6 tools below and how to apply each tool according to your brand’s identity.
The 6 tools are:
Advertising
Sales Promotions
Digital Marketing
Direct Marketing
Public Relations
Personal Selling
#1 ADVERTISING
Advertising is referred to as a more “generalized” tool. This is because with advertising what brands are trying to do is reach a larger scope of people rather than targeting a specific group. It is invariably a technique well-suited for raising overall awareness. Typically this technique is used by fast-fashion brands through media platforms like television ads or radio ads, however, we are definitely noticing it trickle upwards to high-end brands as well. High-end brands may choose to use this tool by reaching out to fashion writers or magazine platforms for a feature.
Example
Your brand sells high-end leather bags, so you decide to reach out to Cosmopolitan for a feature because you want more people to know about your products (awareness). It only makes sense that you decide to reach out to Cosmopolitan (a fashion magazine platform) as their audience are probably individuals interested in fashion accessories.
#2 SALES PROMOTIONS
This tool revolves around providing your consumers with incentives. It is a strategy centered around making consumers feel excited when shopping from your brand, because they know that they can expect additional value from your side. This can be in the form of a discount, an exclusive offer or a gift with purchase.
Who does not love to be surprised with a gift when least expected? When that does happen, you tend to feel warm and fuzzy towards that person. That is exactly what you are trying to make consumers feel for your brand.
Example
You promise to give consumers a tote bag for every purchase made above $150. During the Christmas season, you offer your brand’s community members a 15% discount on your products along with a special goodie bag.
#3 DIGITAL MARKETING
This tool revolves around creating internet content for your brand. Whether that is your website or social platforms. It is how you communicate your brand’s identity through the content you decide to put out there.
What type of content variations do you decide to publish? A blog perhaps? Which social platforms will your brand use? What pattern of content will you upload, is there a general theme?
Example
You upload blog posts related to fashion and lifestyle to keep your consumers engaged and entertained. You promote these blog posts on your brand’s Instagram and Pinterest page. The general theme of the content you upload has a more poetic approach, with a specific border around your selected images.
#4 DIRECT MARKETING
As the title suggests, this tool focuses on direct contact with consumers. Basically, how your brand can directly communicate with consumers, understand their preferences and acknowledge their lifestyle habits. This will inevitably help you suggest products that align with who they are as a person.
Example
Your brand offers a phone or video call appointment to consumers that is managed by the online concierge you appointed. This online concierge is also responsible for messaging consumers and engaging with consumers through various platforms like WhatsApp or Instagram DM.
Source: https://vuenj.com/wp-content/uploads/2020/05/4B0BC664-F8EA-45BB-9EA5-07C7295B0313-768x1024.jpg
#5 PUBLIC RELATIONS
Public relations falls towards promoting your brand through a series of grand gestures. It is all about exploring through creative possibilities to represent your brand. This is focused on launching “fun” events that are bound to get the attention of the public eye.
Example
You launch a 1920’s speakeasy inspired event for your jewellery brand. You decorate the setting with gold accented fixtures, there is a waiter walking around with champagne and you have spread your products all across the room. To tie it all in together you have an enthusiastic host who is guiding your potential clients and helping them find the perfect pieces.
Source: https://www.curzonpr.com/theprinsider/wp-content/uploads/2018/03/EVENTS-PR-AGENCY-LONDON-UK.jpg
#6 PERSONAL SELLING
In a nutshell, personal selling is how you precisely sell to consumers. As in, how do you persuade them into making a purchase decision? It revolves around factors like: the body language, the tone of voice, the attitude, the visual appearance, and the choice of words that your brand’s team members have adapted to, when dealing with potential clients.
Example
Your team members are well-dressed in an elegant black jumpsuit. They greet consumers with a welcoming attitude and a friendly manner of speech. They show consumers what are some good ways to wear your products by styling it on them and talk about relatable scenarios in which the brand’s products would serve them well. So if they were trying to sell a bedazzled clutch, they would mention how its ease of carry would be great for night outs.
These are all the 6 promotional tools that you should consider for your brand. At the end of the day, it is all about how you communicate with your consumers. They simply want to feel valued, heard and like they are a part of something greater than themselves. Once you cater to these cues, you have yourselves a set of loyal consumers who will advocate for your brand wherever they go and whoever they meet.
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