Brand promotion: its types and functions
Brand promotion is a set of different marketing activities that increase the level of recognition of the company and its products. In addition, this set of actions helps to attract new customers and stimulates sales volumes.
Thanks to a well-thought marketing strategy it is possible to build a long-term relationship with the target audience, increasing its confidence in the brand. This allows you to maintain the interest of buyers, it is easier to introduce new product lines or change their costs. However, it should be understood that the implementation of a brand promotion strategy should be comprehensive and on a long-term basis. Otherwise, the company will quickly be forgotten.
An important point for brand promotion is to build a positive image. With its help, it is possible to position the company on the right side, to demonstrate the features that make it stand out from its competitors. Promotion allows you to deliver the right message to the target audience, its benefits, and the ability to solve consumer problems through the product. One of the popular tools for this marketers allocate various actions, loyalty programs, and performance marketing. The popularization of the company makes it visible to a large number of people and includes the mechanisms of word of mouth. All this contributes to increasing the number of customers and their retention.
There are 4 types of brand promotion, the first of which is sales promotion. Through it marketers try to increase the demand for the product, using discounts, promotions, and loyalty programs. In addition to traditional activities in retail outlets or on the company’s website, specialists can connect email distribution, and informing through chatbots and social networks.
The second type is advertising, which helps to attract new customers and stimulate demand. Various tools are used – billboards, contextual advertising, targeting, and media mentions.
Direct sales are when the client and the company interact directly. This can be through email, communication with messengers, on the phone, or through social networks. This way you can segment your audience, personalize the appeal to them and improve the strategy as a whole.
The fourth type of promotion is PR marketing. Its purpose is to increase brand awareness, creating a positive image. One of the tools of PR is considered a band. Methods of event marketing are also used, and viral content is generated.The most popular option today is a brand promotion on the Internet. Online opens up excellent opportunities for marketers, in addition, it is possible to influence all segments of the audience simultaneously. The Internet offers different options for a company to be remembered by many people – these are advertising in search engines, targeting, YouTube, and SMM. The combination of promotion on the Internet and through traditional channels – outdoor advertising, television commercials, and radio – gives excellent results.
