Promotional activity must be an ongoing, long-term concern of any organization. Of course, a company, especially a small one with limited resources, cannot afford to carry out promotion campaigns at all times. Moreover, it would not have been justified from the perspective of added value.The promotion campaigns with the corporate gifts will be carried out only on the basis of plans made following marketing research and will take into account both the short-term and long-term interests of the organization. These plans must be pre-tested in advance to ensure that the set objectives are achieved. During and at the end of each promotion campaign the organization carries out the control and evaluation of the results.
The company must constantly monitor the market, changes in the characteristics and habits of the public, changes in image and messages circulating, regardless of the issuer. Promotion campaigns will take place only when the effects designed to be obtained justify the necessary efforts. Promotional products have a lower cost per display and are a much more profitable investment. Businesses need promotional products to retain current customers and reach potential customers. Even established global players are turning to this marketing strategy.
Promotion must be a rigorously designed process.
The observations made and the conclusions drawn will be used to improve the promotional process and future campaigns. The basis of the promotion is both quantitative-economic objectives and qualitative, socio-political or even cultural objectives. a series of methods that lead to increased short-term sales by generating immediate material benefits for customers. Due to changes in the environment, the promotion policy must be flexible, adaptable to new situations.
Messages for Promotion
The messages conveyed during the promotion campaigns must be clear, concise, convincing. They must be designed to change the target audience, such as re-evaluating attitudes, adopting new ideas, changing behavior, purchasing products, engaging in various actions and more. In order to be considered by the audience, the message must be credible and engaging. The formulation and transmission must take into account the target audience, their beliefs and value system, their needs and desires.
Whom to Target
The target audience of the promotion is not exclusively made up of the organization’s clients, but they are most often targeted. The communication-promotion process is addressed to practically any person who is in the external or internal environment of the company. Messages need to be designed and delivered to a wide range of people and organizations, such as competition, business partners, financial institutions or potential or actual employees, in order to develop a complete, more credible and engaging overview.
It should not be forgotten that a promotional campaign is rarely received exclusively by the target audience. Practically the access to the messages is free to any person, who will evaluate the received information and, implicitly, the issuing organization, its offer and its activity.
The role and place of promotion in the marketing mix
Most marketing work defines it as a complex system, a set of principles, theories, techniques and methods available to an organization in order to streamline its activities in the context of limited resources, customer satisfaction and optimizing relationships with the environment. From a semantic point of view, promotion is the action of sustaining, of supporting, making progress, of developing. Based on this theoretical tool, depending on the concrete conditions it faces and the objectives it wants to achieve, an organization develops an appropriate marketing policy.
