Four must-haves before promotion can begin
Promotion has always played a key role in the world of both marketing and communications. You see, it serves a very large and important part of the marketing mix. Marketing 101 teaches us that along with promotion, the four P's of marketing include product (what the consumer wants or needs), price (how much it will cost to purchase) and place (where it will be sold).
When you look at the role of promotion in terms of the marketing mix, you will find that it comes under many guises. Before you can promote a product or service in the marketplace, you need to have all the following components in place:
A brand is often times confused or used in conjunction with a logo, or your business identity. But the concept of a brand actually takes a deeper dive in the overall scheme of both your company and the products and services that you offer.
Your brand literally has a life of its own. It has both a physical and emotional connection to the consumer. A brand has a personality. It communicates and interacts with consumers. It creates experiences and build relationships.
While your brand is a literal and figurative asset to your company, it's the consumer who actually holds ownership over it. How? They interpret what the brand means to them. They determine its popularity. They make use of it when they have a need or desire for it, so they establish the value that is has in the marketplace.
Design is a component of your brand. Through the use of colors and images and art, it helps to define its physical presence in the market place. Through the use of aesthetics, it brings life and relevance to your brand. When you have a service to bring to market, design is important as it helps to set the tone for the experience the consumer will have.
Packaging gives your brands structure, so it can stand among competitors in the market. Much like design, it gives your products and services a physical presence in the marketplace. Packaging serves many purposes. It is a housing devise, holding your item and protecting and preserving it from various elements and handling.
Messaging is important, because it gives your brand a voice. It helps to communicate to consumer what it's all about. Not only does it provide information, it can make an emotional connection with the consumer.
When you look at the role of promotion in terms of the marketing mix, you will find that it comes under many guises. Before you can promote a product or service in the marketplace, you need to have all the following components in place:
A brand is often times confused or used in conjunction with a logo, or your business identity. But the concept of a brand actually takes a deeper dive in the overall scheme of both your company and the products and services that you offer.
Your brand literally has a life of its own. It has both a physical and emotional connection to the consumer. A brand has a personality. It communicates and interacts with consumers. It creates experiences and build relationships.
While your brand is a literal and figurative asset to your company, it's the consumer who actually holds ownership over it. How? They interpret what the brand means to them. They determine its popularity. They make use of it when they have a need or desire for it, so they establish the value that is has in the marketplace.
Design is a component of your brand. Through the use of colors and images and art, it helps to define its physical presence in the market place. Through the use of aesthetics, it brings life and relevance to your brand. When you have a service to bring to market, design is important as it helps to set the tone for the experience the consumer will have.
Packaging gives your brands structure, so it can stand among competitors in the market. Much like design, it gives your products and services a physical presence in the marketplace. Packaging serves many purposes. It is a housing devise, holding your item and protecting and preserving it from various elements and handling.
Messaging is important, because it gives your brand a voice. It helps to communicate to consumer what it's all about. Not only does it provide information, it can make an emotional connection with the consumer.
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