By: Chansamone Voralath
When we think of the promotional mix, we tend to think of it as one of the 4Ps: price, product, place and promotion, one of the four key elements in marketing planning. Marketing managers communicate with customers through promotion. The emphasis of communication is to inform, persuade or remind potential and existing customers about the firm and its products. This communication can be accomplished through advertising, personal selling, public relations (PR), sales promotion, direct marketing and interactive marketing.
Advertising is any form of impersonal, one-way, paid communication in which the company is identified that would allow it to reach a large number of people. Examples of advertising media include magazines, TV, radio or newspapers.
Personal selling is a form of one-to-one communication to a potential buyer. Some of examples include salesmen, trade shows, exhibitions, dealer- or showroom-sales activities.
Public relations help to build a positive public image for a company, support new product launches and sales and also help a company to evaluate public attitudes and communicate the overall goals of the company. Examples of public relations include press launches, PR events and press releases.
Sales promotions are methods of stimulating consumer purchase and are usually based on short-term or immediate goals. Examples of sales promotion items are contests, sweepstakes, giveaways, free samples, discounts or coupons.
Direct marketing is taking the message directly to the consumer. Examples of the direct marketing are mail order catalogues, bulk mail, email, telemarketing, packaging design or point of sale displays.
Interactive marketing is an internet-driven relationship between companies, their brands, and customers. An example of the interactive marketing is the company’s website.
Many businesses today use one or more of the above promotional mix options to inform, persuade or remind potential and existing customers about the firm and its products. As mentioned in the Nike’s Promotion – Marketing Communications Mix article I came across, Nike uses different kinds of communication in its promotion activity.
Nike uses celebrities in its advertising to represent the ideal customer and user of its products. When the target customers see that celebrities use Nike’s products they want to use it too. In personal selling, Nike puts forth an effort in stores. Store personnel are well trained in helping customers be informed and persuading them to buy the firm’s products. Nike also uses direct marketing to promote new products to the target market by utilizing salespeople to approach sports organizations in colleges to establish stronger relations and motivate them to buy its products. In sales promotion, Nike uses coupons and special offers to motivate new customers to buy the firm’s products based on the perceived benefits of the firm. Lastly, Nike uses public relations to address social issues linked to the company such as sweatshops and the use of green technology. They also use PR to sponsor charity events and promote their brand.
By utilizing these five promotional mix options in its marketing planning, Nike is able to attract new customers and, at the same time, maintain or keep its existing customers.
Nike is a good example of a company that utilizes different elements of the promotional mix in its marketing planning and successfully and effectively communicate and promote the firm products to potential and its existing customers.
Article Link: http://panmore.com/nike-marketing-communications-mix