Promotion and strategy – encouraging experimentation, Marketing Management

Experimentation and Sampling:- Promotion and Strategy – Encouraging Experimentation

One of the biggest challenges for a new or recently updated product or brand is getting consumers to try it. Consumers are loyalists when it comes to their shopping habits. Finding a way to get a person to try a new product outside his or her comfort zone can be difficult, and multiple experimental approaches may be employed by the marketing and advertising teams to facilitate this switch. Integration of these different marketing tools into a streamlined process that adequately reaches the target audience while keeping costs low is referred to as integrated marketing communications (Drewniany and Jewler 276). Integrated marketing communications can include a very wide variety of techniques. The main concern with all of the different approaches is getting the consumer to try something new with the hope that he or she will make a permanent switch.

One of the most common techniques to facilitate this switch in consumer preference and generate new interest in a product or brand is sales promotion. There are many advantages to this type of approach. There is almost always a positive consumer response to sales promotions, which yields an increase in sales. So many different types of sales promotions exist that companies can usually target an exact consumer demographic by choosing the right type of promotion. For example, if a clothing company wants to generate return sales, they will choose a sales promotion that draws the consumer back after the initial purchase. One of the most popular examples of this type of marketing strategy is the reward dollar promotion. For every $50 spent, a $25 reward is earned. The reward cannot be used immediately and is only valid on a return visit during a specified time frame. This is an extremely effective sales promotion because it draws consumers in to buy items twice. The ultimate goal of this promotion is to create a loyal customer base; after two successful shopping trips, the consumer has experimented enough with the clothing to continue to shop this particular brand even at regular prices. This is only one type of sales promotion.

Research should point the advertising team to an effective promotional strategy for its particular product or brand. Properly executed promotional strategy should provide adequate information to the consumer, relate to the current advertisements for the product, and ultimately motivate consumers to purchase the product. Effective advertising should prepare the consumer laying the foundation of brand or product preference. If the advertising has been effective, when marketing researchers pinpoint an effective sales promotion strategy, consumers should feel motivated by the promotion and follow through with a purchase. Advertising has an extremely important role in the effectiveness of the promotional strategy. If advertisements fail to build a strong marketable image for the product, almost any promotional strategy employed will fail to increase sales (Lane, Kleppner, and Russell 443).

Posted Date: 2/14/2013 3:13:19 AM | Location : United States

Related Discussions:- Promotion and strategy – encouraging experimentation, Assignment Help, Ask Question on Promotion and strategy – encouraging experimentation, Get Answer, Expert's Help, Promotion and strategy – encouraging experimentation Discussions

Write discussion on Promotion and strategy – encouraging experimentation
Your posts are moderated
Related Questions
Describe the Four P's in marketing mix - Using a company of your choice, explain how this company is using the Four P's to gain successful position in the market. Demonstrate an

Organizing sales promotion compagins 1.       Identifying the requirement: the first requirement is to identify the specific requirement of the firm in resg orting to sales p

Selection Criteria of every tool Key criteria governing an organisation's selection and use of every tool are: 1.  Degree of control required over the delivery of the messa

what is test marketing ? Explain various approaches that are followed by FMCG company in test marketing

Explain the wholesalers in primary participants of distribution channels. Wholesalers: Wholesalers are explained as all establishment or places of business mainly engaged

Ask questionThe rise of personal computers in the mid 1980s spurred interest in computer games. This caused a crash in home Video game market. Interest in Video games was rekindled

Explain Henry Assael Model of buying decision behaviour along with the diagramn..

A trapezoid midsegment measures 6. One of the bases measures 10. What is the measure of the other base? What rule makes this problem solvable

Question: ‘The basic differences between goods and services offer the biggest challenges to Service marketers'. With reference to services you are familiar with, discuss th