Promotional Strategy (Concept and importance)

The promotion It is the essential act that characterizes the profession of every marketing specialist in order to attract a certain group of consumers who choose to purchase a good, product or service. It can be considered as a synergy between multiple processes: Knowledge of the context in which the act of selling is taking place, stimulating and influencing consumers.

Communication (see communication strategy) is an important pillar in promotion, since the act of promoting itself requires a certain closeness between products and consumers. This direct contact, which will allow to determine the client's needs. With current technology there are options like Youtube (you can buy Youtube views) or Instagram that allow to improve communication.

What is a promotional strategy?

A promotional strategy is a process parallel to all advertising activity whose essence is the use of persuasive language and therefore characterized by having a great appeal that will allow it to reach a large number of people.

The promotional strategy would be a step after the publicitary estrategy, with the exception or difference that the promotional one is more aggressive, crude, scathing, persuasive, with the power of convincing and convincing.

Importance and purpose of a promotional strategy

Their importance lies in the fact that they are based on direct communication with the consumer, using their characteristics persuasion and motivation in favor of concordance of what is being offered compared to what the market.

The purpose or goal of the promotional strategy is to design an action plan capable of generating the best result of the promotion, that is, activities and actions agreed in the best way to obtain the best results in relation to product sales, therefore it has repercussions in the utilities and company growth.

What should be taken into account when developing a promotional strategy?

• Recognize and disseminate the qualities of the product or service that you want to sell in order to exploit those qualities, in such a way that the user feels attracted to it.
• Have the necessary means to achieve the promotion of the product, either through the use of the internet, use of specialists in the area of ​​marketing and advertising, graphic designers, or administrators of social networks, such as COMMUNITY MANAGER.
• Use of mass communication media, such as television, radio and press.
• Know what the client wants, wants or needs.

Steps to establish a promotional strategy

• Diagnose the problem or situation of need.
• Information search.
• Determination of goals.
• Propose the methodologies to follow to achieve the proposed goals and based on these synthesize and structure it in steps.
• Execute the strategy.
• Corroborate results and compare what was obtained with what was expected.

Types of promotional strategies

There are various types of promotional strategies in the market, all based on the stimulus of the consumer based on his requirements and needs, such as:

• Contest strategies: Based on public participation, giveaways allow them to feel stimulated and want the product.
• Supply and Demand Strategies: Promotions based on encouraging mass consumption, in order to make a brand or service known, modifying the average life of the product.
• Remuneration Strategies: based on making promotions through discounts, delivery of tickets, tickets, vouchers in printed media such as magazines, newspapers. It differs from that of Contests, in that it implies a previous draw to obtain a good or item; On the other hand, Remuneration implies an extra after acquiring the item or hiring the service.

Advantages of promotional strategies

• It generates concern and establishes a need in potential customers or consumers in such a way that it produces in the consumer the urgency of acquiring the product.
• It preserves the profitable flow, in order to mobilize the product, between distribution companies and buyers.

Disadvantages of promotional strategies

• Communication failures, a symmetry between the real offer and the promotion of the product is necessary because if there is no real relationship, the consumer would feel disappointed.
• Vulnerability of the value of the promoted product, it is necessary to prevent the client from waiting the application of the promotional strategy, because it would negatively influence the act of buy and sell.

Specialists in promotional strategies.

Although, there must be a work team of different professionals for the development of a promotional strategy, it is necessary that they work as a team to develop an optimal promotional strategy that determines in the future the greatest amount of Benefits. Among these professionals it is necessary to mention:

• Graphic Designers, experts in Web pages and other media.
• Social Communicators, such as Influencers or influential people in the mass consumption media.
• Community Managers, experts in the management of social networks in such a way that the products or services, are promoted through pages such as Facebook, Pinterest, Twitter, Instagram, YouTube, among the most known.
• Economists, specialized in projecting the cost-benefit ratio of the promotional strategy.

The common characteristic that each of these professionals must have is the ability to manage projects with their different leadership models and in their different areas allowing a global vision of each promotional strategy in order to get the most out of it and generate optimal marketing of the product, good or service promoted.