What is promotional marketing?
Posted: Mon Jan 06, 2025 5:55 am
Promotional marketing is a specific strategy within the field of marketing .
Specifically, it is responsible for creating and executing actions that:
generate interest in a product or service through direct interaction with consumers,
stimulate demand and
increase sales in the short term.
It is important to highlight this last “short-term” characteristic, since it is what differentiates promotional marketing from other types of sales strategies.
Also known as promotional marketing , this strategy is especially effective when combined with broader strategies, such as content marketing, social media strategies or paid online advertising ( ads ).
However, it is important to find the right phone data balance between the short-term actions proposed by promotional marketing and building long-term relationships with customers.
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Main features of promotional marketing
The main characteristics of promotion in marketing are:
Stimulation
The main objective of this strategy is to stimulate an immediate response in consumers . This can be in the form of a purchase or participation in an activity, such as a raffle or contest, for example.
Creativity and originality Promotional marketing
campaigns are often attractive in order to capture the audience's attention in a competitive environment .
Measuring results
Since promotional marketing seeks tangible results in the short term , measuring its effectiveness is essential. Here, metrics such as sales made during the promotional campaign or the increase in traffic to an online store, for example, are evaluated.
Diversity of actions
This strategy brings together a series of tactics that are implemented according to the context and the brand's objectives (we will see them in detail below).
Promotions are usually temporary and limited to create a sense of urgency among consumers and motivate them to buy quickly.
Now that it is clear what promotional marketing is, the next step is to know the most effective actions to implement within this strategy.
What are the main actions of a promotional marketing strategy?
From discounts that attract bargain hunters to loyalty programs that reward customer loyalty , promotional marketing actions create an impact on people's minds, encouraging them to take concrete actions.
But what tactics, both online and offline, can be implemented to make your promotional marketing strategy effective? The most commonly used ones are:
Discounts and offers
This tactic involves reducing the price of a product or service for a specific period of time. It can be a percentage discount or a “2 for 1” style offer. These actions serve mainly to stimulate immediate purchase and to clear stock .
Gifts and samples
Offering free products or samples allows consumers to experience the product before purchasing . This is particularly useful in industries where trial is important, such as cosmetics or food.
Contests and raffles
Both actions generate excitement and engagement. Buyers join in with the hope of winning attractive prizes. This can increase your brand visibility , attract new customers, and build a solid database.
How to do it in the best way?
Article
How to run a successful free online giveaway: 10 tips
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Loyalty programs
Loyalty programs reward customers for repeat purchases. How does it work? People accumulate points (miles or whatever the brand provides) that they can then redeem for discounts, free products, or other rewards. This type of action encourages customer retention.
Specifically, it is responsible for creating and executing actions that:
generate interest in a product or service through direct interaction with consumers,
stimulate demand and
increase sales in the short term.
It is important to highlight this last “short-term” characteristic, since it is what differentiates promotional marketing from other types of sales strategies.
Also known as promotional marketing , this strategy is especially effective when combined with broader strategies, such as content marketing, social media strategies or paid online advertising ( ads ).
However, it is important to find the right phone data balance between the short-term actions proposed by promotional marketing and building long-term relationships with customers.
Related content:
Article
Branding: what it is and how to apply it in your business
Image from: Branding: what it is and how to apply it in your business
Main features of promotional marketing
The main characteristics of promotion in marketing are:
Stimulation
The main objective of this strategy is to stimulate an immediate response in consumers . This can be in the form of a purchase or participation in an activity, such as a raffle or contest, for example.
Creativity and originality Promotional marketing
campaigns are often attractive in order to capture the audience's attention in a competitive environment .
Measuring results
Since promotional marketing seeks tangible results in the short term , measuring its effectiveness is essential. Here, metrics such as sales made during the promotional campaign or the increase in traffic to an online store, for example, are evaluated.
Diversity of actions
This strategy brings together a series of tactics that are implemented according to the context and the brand's objectives (we will see them in detail below).
Promotions are usually temporary and limited to create a sense of urgency among consumers and motivate them to buy quickly.
Now that it is clear what promotional marketing is, the next step is to know the most effective actions to implement within this strategy.
What are the main actions of a promotional marketing strategy?
From discounts that attract bargain hunters to loyalty programs that reward customer loyalty , promotional marketing actions create an impact on people's minds, encouraging them to take concrete actions.
But what tactics, both online and offline, can be implemented to make your promotional marketing strategy effective? The most commonly used ones are:
Discounts and offers
This tactic involves reducing the price of a product or service for a specific period of time. It can be a percentage discount or a “2 for 1” style offer. These actions serve mainly to stimulate immediate purchase and to clear stock .
Gifts and samples
Offering free products or samples allows consumers to experience the product before purchasing . This is particularly useful in industries where trial is important, such as cosmetics or food.
Contests and raffles
Both actions generate excitement and engagement. Buyers join in with the hope of winning attractive prizes. This can increase your brand visibility , attract new customers, and build a solid database.
How to do it in the best way?
Article
How to run a successful free online giveaway: 10 tips
Image from: How to make a successful free online giveaway: 10 tips
Loyalty programs
Loyalty programs reward customers for repeat purchases. How does it work? People accumulate points (miles or whatever the brand provides) that they can then redeem for discounts, free products, or other rewards. This type of action encourages customer retention.