Promotion Strategies
The main ways a business promotes its products - advertising, sponsorship, product trials, special offers and branding - including digital methods, and how to match the promotion to the market segment and budget.
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Getting the message out 📣
A great product will not sell if nobody knows about it. **Promotion** is how a business tells customers a product exists, persuades them to buy it, and builds a brand they trust. Promotion is one part of the **marketing mix** (product, price, place and promotion). In this module you will meet the main promotion methods and learn how a business picks the right ones.
The main promotion methods 🔑
Edexcel names five promotion strategies:
Match each method 🔗
- Advertising
- Sponsorship
- A product trial
- A special offer
- A paid message about the product on TV or online
- Paying to link the brand to a team or event
- Letting customers try the product for free
- A discount or deal to boost sales quickly
Name that method 🎯
A soft-drinks company pays to have its name and logo on a football team's shirts. Which promotion method is this?
- Sponsorship
- A product trial
- A special offer
- Branding
Traditional and digital promotion ⚖️
Businesses now use technology as well as traditional methods to promote products.
Promotion using technology ✅
Select the TWO promotion methods that use technology.
- Targeted online advertising
- E-newsletters sent to customers
- A poster at a bus stop
- A paper flyer posted through doors
Why businesses promote 💡
Promotion is not just about selling today. A business promotes a product to **raise awareness** so people know it exists, to **persuade** customers to buy, and to **increase or maintain sales**. Over the longer term, good promotion and **branding** build a strong image and keep customers **loyal**, so they choose the brand again and again.
Promotion in words 🧱
Promotion is used to raise _____ of a product and to _____ customers to buy it. A business might pay a team or celebrity through _____, or let people try the product for free with a product _____. To reach a large audience cheaply online, many firms now use _____ advertising.
Plan a promotion 🪜
An interactive activity.
Spot the promotion 🖍️
An interactive activity.
Advise the business 🧭
An interactive activity.
Recommend a strategy ✍️
An interactive activity.