If you have formulated the advertising goals and defined the target audience, then you need to choose the type of company promotion. There are four main types:
Consistent advancement
In this case, advertising is placed continuously and with almost the same frequency. This increases customer awareness of the brand/company/product. A large budget is required to implement such a strategy. Consistent promotion is the best option for products with a frequent purchase cycle and a wide audience. Bright examples are cleaning products, dog food, etc.
Impulse promotion
This strategy involves periodic placement of advertising materials. For example, once a month for 7 days. Impulse promotion requires less funding than a consistent approach. This strategy is best suited for products that need to be periodically reminded to customers.
Web push reminders
For example, marketing rcs database of interior decor items. In addition, impulse promotion is suitable for new products that have not previously been on the market. For example, creamed honey. This product has been produced relatively recently, so not all consumers know about it yet.
Seasonal promotion
This is suitable for products and services that are not used all year round. For example, snowmobile rentals should be advertised in the winter, and swimsuit sales in the summer. When implementing the strategy, advertising materials are placed during peak sales periods. This allows for increased sales volumes during the season. It is worth understanding that such promotion of the company's services is not aimed at creating a sustainable reputation and brand recognition.
Flight promotion or "Race for the leader"
This approach involves periodic launches of advertising with an active start and a gradual decrease in liveliness. This strategy is best suited for young companies. It can be used to promote new products of established companies. The flight approach is often used when changing positioning. For example, when a company that previously offered chocolate bars to those with a sweet tooth begins to sell this product to extreme sports enthusiasts, emphasizing its high calorie content and compactness. The “Race for the Leader” strategy will help announce the company/product/new positioning in order to then move on to sales.
In today's market conditions, every successful company has a well-thought-out marketing strategy. The effectiveness of the business depends on its implementation.
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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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