Promotion

Promotion is the part of the marketing mix that communicates with customers. It raises awareness of a product or business, persuades people to buy and reminds existing customers to return.

Promotion has several aims. It can inform potential customers that a product exists and what it does, and encourage trial and purchase, especially when a product is new or unfamiliar. It can build brand image so customers see the business as trustworthy or appealing, and remind existing customers why they bought before. Good promotion can therefore support sales and help a business grow its market share.

Not only advertising

Advertising is one promotional method, but promotion is wider. A business may also use sponsorship, product trials, special offers and branding. These methods work in different ways: some give customers a reason to try a product, some build recognition, and some keep the business visible.

Using a mix

Businesses often use a mix of promotional methods rather than relying on one. Different segments use different media and respond to different messages, so a mix helps the message reach more of the right customers. Repeating the same message across several methods can also reinforce it. For example, a new indoor climbing centre might offer a free first climb to attract beginners, sponsor a local school sports award to build trust, and use posters and social posts with the same slogan so people see the same message more than once.