Examples of Promotional Strategies in a Product

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Examples of Promotional Strategies in a Product

Activities
Sales promotion activities include advertising campaigns, product demonstrations, trade shows, free sample campaigns, seminars on related topics, media campaigns, telemarketing, door-to-door sales, direct mail campaigns and other activities -- the breadth of sales promotions activities is limited only by creativity. To mount an effective product promotion campaign, however, you must be aware of customer psychology and buying patterns as well as the nature and extent of your competition.

Push Strategies
Push promotional strategies are demand-driven. A push strategy is designed to market the product to resellers, such as wholesalers and retailers, to convince them to provide shelf space to the product and to advertise it. The campaign usually involves offering discounts, free trials, quality guarantees and other persuasive means. The manufacturer of a new product may offer the product to resellers on a consignment basis to reduce the risk to the reseller.

Pull Strategies
Pull strategies are demand-driven because they target the end user. Manufacturers and wholesalers use this strategy when retailers are reluctant to carry their product for some reason -- the product may be too expensive to sell at retail outlets, for example. Pull strategies include free samples, public promotional events such as contests, door-to-door sales, point-of-sale displays, Internet marketing campaigns and telemarketing campaigns. Media campaigns designed to associate the product with a public good (such as environmentalism, for example) can be classified as indirect pull strategies because they are ultimately targeted at consumers, but involve no direct request to buy.

Hybrid Strategies
Hybrid promotion strategies incorporate both push and pull elements. One type of hybrid strategy involves simultaneous initiatives to both resellers and end users. Another type involves partnering with retailers to help them sell the product, often partly at the manufacturer's or wholesaler's expense. Network marketing is a particularly innovative hybrid strategy because it recruits people who function as both resellers and end users at the same time.


Source: http://smallbusiness.chron.com/examples-promotional-strategies-product-17706.html