This tool is used to encourage consumers to make a purchase.
There are several situations where it is necessary to stimulate sales:
the market is saturated with similar products from different manufacturers;
the product is moving from the growth period to the maturity stage and needs to attract the attention of buyers;
it is necessary to provoke a quick reaction from the audience to a new product;
effective presentation and mom database creation of a positive image of the product is required.
To stimulate sales, free samples, discounts, gifts for purchases are used, lotteries and competitions are organized, bonuses are introduced for regular customers. A trademark can become a sponsor of a charity event and thereby attract attention to the brand or a specific product.
Sales promotion
Public Relations
Public Relations (PR) is the art of establishing mutual understanding and goodwill between a company and the external environment.
Quote from N. Webster's Dictionary
There are different interpretations of this concept in the literature, but all authors agree that PR helps to create a positive image of the brand in the eyes of the public. The product or company as a whole is promoted by disseminating information in print and electronic media, on television and radio. The main difference between PR and advertising is that it is a more subtle tool for influencing the minds of consumers, thanks to which they become loyal to the brand.
Public relations are developed in several directions. The company establishes relationships with the media, with partners, with financial institutions, with local and state authorities and with the population.
Public Relations
PR helps to solve many problems on the way to building a positive image of a product or a company as a whole:
creates a favorable opinion about the brand among others;
corrects the negative impression formed as a result of previously made mistakes;
prepares the audience for the launch of new products on the market;
increases consumer awareness;
creates the basis for increasing public loyalty;
generates public interest in products for which demand is falling.
PR specialists have a lot of tools at their disposal: they launch publications in the media, hold charity events, organize presentations, speeches, and conferences.