How To Establish A Promotional Mix
By Bob Ruffolo
Promoting the benefits of your companys products can be accomplished by developing a promotional mix of elements that will tell your story to your target market.
To establish a promotional mix, you must first determine your target market and your objectives for reaching them. Then design your promotional message and select the best channels for expressing it.
The goal of your promotional mix is to capture the attention of your target audience, inform them about your products and services and influence them to buy from you.
Advertising is the key means of accomplishing the task. Traditional methods of advertising, from print, radio and TV to direct mail and outdoor advertising can of course be used, but today online advertising is gaining a large share of corporate and small business ad budgets. Todays online promotional mix can include everything from banner ads and paid listings to pay per click links and email marketing. Social media marketing from Facebook pages to Tweets can also be used.
Developing an effective web site is also an important element of your promotional mix because it can be used to inform consumers about your products and sell them directly.
Wondering where to begin?