Purpose of Promotion – Promotion is a marketing activity carried out to introduce an item, so that it can attract the public’s interest. Those of you who sell or have your own business, of course, often do this to attract more buyers. However, that’s not all, because the promotion also has other purposes, which can be identified through the following full review.
What is Promotion?
In the world of work, promotion is also known as binding the rank of employees or workers in maintaining their position in a company. In contrast to the world of marketing which defines promotion as an activity to improve or develop something in a better direction.
Something in question can be a product, goods, or company. However, promotions that are often carried out or carried out are in the field of promotion. Talking about the world of marketing, someone promotes by communicating with someone or the public who have a broad relationship.
The goal is still to introduce newly released products and influence them to want to buy, even use them. Marketers are people who do it, where they are used to doing it every day.
The activities they carry out will usually incorporate several forms of promotion, such as using advertising, price discounts, or company branding for an item. For example, there are shoe products that advertise on television to introduce their latest releases at discounted prices. They can inform at any time and make sales from anywhere.
There are many ways to do marketing, as well as the media to be used. In several methods, promotion has experienced rapid development through print media, billboards, radio, television, billboards, and most especially social media.
Definition of Promotion According to Experts
1. Fandy Tjiptono
According to Fandy, promotion is marketing communication that is done to influence, convey something, persuade, and increase the target market of a company. Promotion is also carried out so that the products being sold can be well received by the public, so that they can also buy and use them.
2. Zimmerer
All kinds of persuasive communications that are persuasive and can influence consumers. The design of the communication aims to inform customers of goods or services so that they become more interested, even in the scope of publicity, advertising, and personal purposes.
3. Lupiyoadi creeper
Promotion is said to be a variable that can be sufficient for product marketing from a company. Promotional activities are also not just a form of communication between sellers and prospective buyers, but a tool to influence consumers in using goods and services so that their lives become easier.
4. Indriyo Gitosudarmo
Promotion is an activity carried out by marketers to influence potential consumers to become more familiar with a product. Thanks to the offer, they will be happy and have the desire to have it for a long time.
5.Philip Kotler
Promotion is a marketing strategy that involves communicating with the target market through the marketing mix method. You will hear this term a lot when studying marketing methods.
The marketing mix has 12 concepts, from product planning to display. However, the twelve concepts have been simplified from time to time to only four concepts consisting of product , promotion , price , and place .
The purpose of holding this marketing mix is to realize certain goals when marketing is carried out. So, the company has certain goals, apart from wanting to develop its business to be more advanced.
Promotional Goals to Generate Business
1. Able to Get Market Attention Quickly
Where do you usually get information about new brands? Of course, from the promotional program they have done.
Even though the types of activities carried out may vary or vary, good promotion certainly will not escape the public’s attention. When an ojek driver gets a luxury car prize, people will be even more curious and want to get a similar prize.
2. Maintaining Consumer Loyalty
Consumer loyalty is a big advantage for a business actor, but competitors are always there to win over customers by means of other promotions. It’s different if you are always diligent in carrying out promotions with various attractive offers, surely consumers will remain loyal to using your product.
For those of you who have a business, selling products to loyal consumers will certainly feel easier. Chances of success, can even reach 60-70%.
3. Increasing Brand Awareness
Brand awareness is very important and plays a big role for online businesses. This can strengthen the relationship between products and consumers in the long run.
For example, if you want to buy mineral water, people will call it Aqua. Likewise with instant noodles because people are more used to calling it Indomie. Strong branding will make your product always stick and be remembered by consumers.
4. Increase Product Sales Potential
The key is, good promotion can certainly boost sales, even reaching a percentage of 100%. The company takes a creative and innovative approach to its products so that they are different from competitors.
Effective Ways to Achieve Promotional Goals
So, since the benefits of promotions are really promising, that means you have to make the best of it, right? There are many promotions that can be done for your online or real product.
1. Provide Discounts or Discounts
Price is still the main factor for consumers and sellers who want to make a purchase transaction. Therefore, promos or price discounts will always be eagerly awaited by customers.
Why are they always waiting for a discount or a discount? Of course because the discount can make the price cheap. Abroad, events are often held that present special discounts on the same day. If you have your own shop, of course you can give discounts at will.
Discounts can of course be given for all types of online businesses, such as thrifting businesses , selling food, snacks, clothing, to furniture .
2. Provide Free Shipping
Those of you who use online shop applications to meet your needs by buying a number of products, of course, always look forward to free shipping . The increase in transactions in e-commerce is also supported by the ease of shipping goods. Without waiting long or without walking out of the house, your items can arrive home safely and quickly.
There have been many shipping expeditions that provide the best service. It’s just that, high tariffs are still an obstacle for those who want to shop online or buy goods from somewhere.
In fact, the price of the desired product has received a discount and is very cheap, but what does it mean if the shipping fee is very expensive? Therefore, you as a marketer can offer free shipping to attract more buyers. Not only consumers will benefit, but also more value when buying products.
3. Offer Cashback
Who doesn’t want cashback when buying a product? Cashback or cashback is the target of buyers. Cashback cannot be given free of charge to all buyers because there are certain terms and conditions that must be followed. For example, a minimum purchase of a certain nominal.
Even so, cashback can still be a strategy to increase the number of purchases on your product. When you visit a large marketplace or online shop, the cashback offered is definitely there.
4. Holding a Flash Sale
Flash sale is a sales method that is carried out in a short time, as the name suggests. Limited number of items at low prices. Some of you must be familiar with flash sales from one of the largest marketplaces in Indonesia because indeed, this promotion strategy has proven to be useful.
Because the system is first-come-first-served, many potential customers certainly don’t want to miss this. The proof is that flash sales have really succeeded in hitting the market and making products always in demand like hotcakes.
5. Buy One Get One
Of course, you will feel happy when you spend money to buy just one product, but instead get one more product. Profits are doubled, you can even save expenses.
Consumers will profit if they buy a buy one get one free product, but how are things with the seller? It doesn’t matter when sellers use it to introduce new products while getting better profits in the future. Actually, consumers have bought two products at once which will increase production activities.
6. Giving Gifts
A gift is something special and can make someone happy when they receive it. This promotion method is to give a gift as a trailer for the product to be sold.
In fact, there are many types of gifts that can be used as a partner for a product. For example, you buy a cellphone and get a softcase as a gift that can protect the item from scratches or cracks.
Stores for clothing, accessories, or beauty products usually provide beautiful souvenirs for those who have decided to buy. Certainly, shopping time will feel more enjoyable and valuable.
7. Collect Rewards Points
What if after shopping, you will get lots of points with prizes? This promotion can be done through the customer loyalty program. This means that loyal consumers who buy your product must get special offers related to this reward.
This promotion strategy has been carried out by business people. For example, you have a car wash business. You can share special promo cards, so every time a customer, they will get a special sticker to collect.
8. Using Vouchers and Promo Codes
You may have received meal vouchers when buying certain books or received vouchers when shopping for a large amount. In this increasingly modern era, e-vouchers are starting to be used to replace business vouchers. This can be proven from business people who distribute vouchers from their shops via email.
By utilizing this promotion strategy, you will have a high opportunity to increase revenue . Whatever business is run, these high opportunities are still of great value and play an important role.
9. Provide Warranty
When buying electronic goods, you must have often met with the term warranty. Why is there always a guarantee on a certain product? Guarantees can make consumers feel safer and calm when buying a product.
The types of guarantees offered have various types, namely the quality of the goods, the authenticity of the goods, to competitive prices. This effort can be made according to the type of product or service offered.
In this type of business that offers products of the same type, competition from competitors in terms of price can indeed occur. Not infrequently consumers will hear statements from sellers that they will pay the difference in price if the price of a competitor turns out to be cheaper.
In addition, stores that always prioritize product quality will use promotional taglines such as ‘guaranteed original!’ or ‘get the best products only from our store’.
10. Providing Holiday Promos
Vacation is the most awaited moment by everyone, where they can refresh their mind, even see the amazing scenery. Everyone will carry out their plans to visit tourist destinations according to their wishes.
This is what makes holiday promotions also offered by sellers or business owners, accompanied by accommodation and transportation as amenities. Holiday promos can be in the form of discounts or discounts, depending on your vacation wishes.
However, you can also apply holiday promotions to other types of businesses so that they can attract more enthusiasts. For example, online businesses in the field of education that offer free registration.
11. Offer Tester
Have you ever received an offer to taste a bite of food while walking in a shopping center? Or, have you ever ordered coffee and got a bonus creamer to get a higher quality taste?
The way of promotion by giving a tester aims to see the reaction of consumers when they taste it. For every purchase that has been made by a customer, you can include a little new product in a small package.
Unlike souvenirs or gifts, testers are made to introduce new products to potential buyers. If the consumer response looks positive, you can continue the promotion to hit the market and get more profit.
12. Special Prices for Wholesale Purchases
Wholesale price is a special price given to consumers when buying a certain amount of products. Promotion at wholesale prices is more profitable for two parties at once, be it the seller or the buyer.
If you want your products to sell faster, this strategy for wholesale goods is a must try. Promotions at wholesale prices are generally used by stationery and fashion businesses.
13. Giving Giveaway
Giveaway is a way of promotion by giving away products for free or for nothing. The products distributed for this giveaway can be their own products or other people’s products, so consumers must follow all the conditions to participate.
Something good will bear sweet fruit, as well as the promotions you do. Don’t waste the opportunity because there are many powerful ways you can achieve your promotional goals in a short time.