Methods of promoting a new product to the market. How to promote a new product to the market. The amount of the discount, which depends on weather conditions

You have found a product and created your online store. Now what?

Once you've launched your site, it's time to start getting traffic to your store and making sales. Even if you're trying to make your first sale or you've been open for business for a while, it's always good to find more ways promoting your products.

If you are looking for ways to promote a product, read this list to find tactics you can use in your business.

1. Gift guides

What do you do when you try to find good idea for a gift? If you're like most people, you're going to Google for "colleague holiday gift ideas" or "unique birthday gifts." Then you go through tons of articles and tutorials that show up in the search results.

Why not create your own guide to include the products featured in your store? If you don't know where to start, just look at similar articles related to different industries. Look for guides on blogs that rank on the first page of the search engine and contact the author to see if they can include your product in their list. Believe me, this method will help to attract huge traffic to your store.

Remember that you need to provide a reason why you should be included in the list. Mentioning your product on the list should bring value and value to the post author or editor, so be sure to include what makes your product a great or unique addition to their current list.

2. Email Marketing

Email is one of the most effective channels for acquiring new customers. And while channels like search engines can take a while to start generating organic traffic, email marketing can start working right away. This is why you should use email to promote your store.

You don't have to spend all your time creating text and sending emails. Make it easy by creating a collection of automated email campaigns that are designed to increase your revenue. There are many options such as: Sending emails to new subscribers and giving them an incentive to make purchases. Sending upselling emails to new customers who have made a purchase. Sending emails to visitors who have forgotten their shopping cart, reminding them to complete their purchase.

3. Affiliate programs

If you're trying to make sales and don't have the money to hire a sales or marketing professional, consider adding an affiliate program to your store. Affiliate marketing programs allow other people to promote your product for a commission. You will only have to pay them if they make a sale.

Affiliate programs usually work by creating a custom URL for each person promoting your products. They can share this link in in social networks, on a blog, or even on a YouTube video where they show it. Through custom links, you can track who is selling for you so you can pay them.

A little training is usually helpful if you are planning to implement an affiliate program. Remember, people are promoting your products for you, so in a sense they are in the marketing function of your business. If you don't provide better methods, they will make up their own.

4. Facebook Custom Audiences

Billions of people are on Facebook, and as an advertising platform, the network offers very targeted options for running paid ads. Facebook Custom Audiences, in particular, is useful way product advertising.

With Facebook Custom Audiences, you can advertise to your website visitors or email subscribers. These ads tend to be very effective because you know more about who you're targeting and can tailor your ad accordingly.

5. Facebook Shop section

You can take your Facebook marketing one step further by adding a Facebook Shop section to your page. This option makes it easier for people who are researching your products on Facebook to buy them. You will be able to create your own Shop section on your Facebook page, where users can learn about your products, view photos, and click the "Buy" button to make a purchase.

6. Search Engine Optimization

Although searches take some time, they offer one of the few opportunities to generate predictable, mixed web traffic.

An effective search strategy includes a number of steps: from formulating a strategy keywords to doing more detailed keyword research, optimizing your site architecture and performance (such as category pages) to build links to your site. Like I said, it's an uphill battle, but it's something you can fight in the background as your store starts to take off.

If you already have a basic search strategy in place and need to take it to the next level, I recommend that you take a look at the intermediate search engine optimization guides that are plentiful on the web.

7. Referral Marketing

Referral marketing, also known as word of mouth marketing, is one of the oldest marketing methods. Referral marketing is all about getting other people to talk about your product in a way that stimulates awareness and sales.

These days, you can use the internet to drive even more referral marketing. Not only does this allow you to reach more people, the Internet makes it easier for others to share your content and for you to track its impact.

8. Outreach

One of the hardest parts of starting a new business is promoting a product when you don't have an audience. If you don't have your own community, you either have to pay to drive traffic to your website, or connect with someone else's audience while you don't have one.

Outreach is a great way to build prestige around your product and get it in front of interested buyers. Ask influencer bloggers to show or review your product. If they have an attractive audience that trusts their opinion, it can lead to more traffic and sales.

9. Blog posts

Blogs are a great way to promote your store. With the right approach, blogs can be effective way driving traffic and promoting a lifestyle around your products. In fact, one HubSpot study found that the more you blog, the more traffic your site gets.

Use your own blog to drive traffic and promote your products. When done effectively, blogging drives search traffic, attracts customers and media attention, as well as high-profile bloggers who might write about you.

10.Instagram

11. YouTube

YouTube has become one of the world's largest search engines for finding new content. What's more, YouTube videos can also rank on traditional search engines like Google. This creates a huge opportunity for advancement.

You don't need to create a viral video to get YouTube results. You can still promote your products with interesting or helpful videos. Perhaps many people are already looking for your products or brands on YouTube. By creating a branded channel with your own videos, you can manage your stories.

12. Run a contest

Contests are simple and affordable way present your brand in front of many people. When pitching your product, you need to make sure that your competition appears in front of the right type of people: potential customers.

However, many contests fail. There are a few key mistakes to avoid when running a contest to promote your business. Make sure the platform, timing, messaging, and steps people need to take to enter the contest are well thought out.

Ready, Customize, Promote

Products don't sell themselves. Luckily, there are many ways to promote a product in your store. Find the one you like from the list above and try it out for your products.

Features of promoting a new product

Bringing a new product to the market, even if the company and brand are already known to the market and have a circle regular customers, is not an easy task.

In the face of fierce competition, one marketing strategy and advertising activity is not enough. To maintain a reputation and position in the market, it is necessary to improve offers to meet the requirements of consumers.

Reasons for the appearance of new products in the assortment of enterprises:

• changing needs;
• competition;
• crisis situations.

According to the results of regular marketing research Consumer preferences and tastes are constantly changing. Over time, goods get bored, demand falls. Behavior needs to be monitored target audience and build an appropriate promotion strategy.

New players appear on the market who can offer unique goods or services. The company must highlight its main competitive advantages and focus on them in the process of promoting products. This will allow you to stand out among your competitors and form a circle of regular customers.

The reason for updating and expanding the range may be economic and financial crises. Companies are developing anti-crisis promotion programs, for example, creating profitable seasonal offers that will not only help you survive in a crisis, but also attract new and retain loyal customers.

Remark 1

Competent launch of a new product on the market is one of the elements marketing activities enterprises. This provides products with a strong position and high profitability.

The process of entering a new product or service on the market is quite laborious and requires significant investments. One mistake can bring significant financial losses. A complex approach to the procedure for introducing new items will minimize risks and achieve success in the market.

There are a lot of ways and methods of promoting goods. They are also applicable to the promotion of new products. Depending on the specific market situation, the company chooses its set of tools after conducting marketing research. Acting on intuition, using outdated methods, experts do not recommend. There are modern and non-standard promotion tools that attract the target audience and increase sales.

Stages of promoting new products to the market

The process of introducing a new product to the market is complicated by the uncertainty that arises in any market. Will there be a demand for the product? How will competitors react? To reduce all risks, companies must follow a clear sequence of actions to promote new products.

The main stages of promoting a new product:

1. marketing research of the market;
2. product positioning;
3. company positioning;
4. sales forecasting;
5. marketing plan;
6. testing a new product.

Remark 2

The most important step is to conduct market research and consumer behavior, to which the promotion program will be directed. Companies must identify promising market segments for sale, the target audience. The niche of scarce goods is considered the best, i.e. those that are not sold in the area.

Experts recommend regularly studying global trends. Many novelties that have long taken a strong position abroad can be promoted on the domestic market. A quick response to ongoing changes will allow you to bypass competitors and “skim the cream” from the market.

The second most important stage is the positioning of new products. To do this, evaluate the novelty, describe its strengths and weak sides to determine future value and the extent to which customer expectations are met.

Initially, you need to identify the basic characteristics of the product, which the consumer will appreciate in the first place. They will help new products stand out from competitors and attract consumers. Based on the positioning results, unique trade offers(USP) and advertising campaigns are carried out.

The next step is to study competitors. Companies should identify their direct and indirect competitors, evaluate their activities, identify strengths and weaknesses. If their analogue products have a higher price, then the company should build positioning with an emphasis on the lower cost of its product. In the reverse situation, it is necessary to justify the increase in prices to consumers.

Without accurate forecasts, no action plan or action program is drawn up. There are no 100% accurate forecasts. But it can be assumed whether the project will be successful or not, whether the costs will pay off and for how long. Forecasts are made on the basis of research of the target audience, sales of similar products for previous periods, market trends, etc.

When compiling marketing plan promotion are determined by the main means and tools:

• advertising in retail outlets;
• outdoor advertising;
• word of mouth;
• promotion in social networks;
• Internet advertising.

In addition, it is necessary to think over the ways of delivering goods: direct or indirect distribution channel. The budget for promotion is also determined.

The last stage of the promotion process is the testing of a new product. Before starting sales, you should check whether these products will be in demand or not. To do this, the goods are sold in a small batch, for example, in one outlet, the reaction and attitude of consumers is studied. Based on the results of the study, a decision is made on the withdrawal of a new product, its adjustment or termination of production.

Ways to promote a new product on the Internet

New products are promoted in the global network different ways, namely thanks to Internet marketing and one of its elements - seo-promotion (search engine promotion). The presence of goods on the Internet is already 80% of success.

For each product, its own marketing strategy is developed, which takes into account the type of product, distribution channels, the level of demand, the possibility of stimulating it and the level of competition.

The main ways to promote a new product on the Internet:

• website (full-fledged resource or landing page);
• promotion in social networks (SMM);
• promotion in thematic directories;
• promotion through advertising campaigns ( contextual advertising and etc.).

The success of promoting new products depends on the fact that all these methods and techniques are more effectively used in combination. This will allow you to get maximum results in a short time.

Sales Generator

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Every entrepreneur knows that if the consumer correctly evaluates and understands his product, then the proceeds from its sale will grow. Marketing is needed to promote products. In our today's article, we will look at how products are distributed on the market and through whom, as well as what methods of product promotion exist.

From this article you will learn:

1. Old ways that bring real results
2. Modern promotion of goods on the verge of outrageous
3. Different and effective ways to promote a product on the Internet
4. Methods of promotion in social networks

Classic ways to promote a product on the market

Under the methods of promoting a product on the market, they understand certain activities aimed at making sales more effective. Such events involve a communicative impact on partners, consumers and staff.

It is necessary to promote a product in order to maintain the company's reputation and increase demand for products. Promotion allows you to:

• create an image of prestige, innovation and low prices;
• provide consumers with product information;
• change the standards of its perception;
• support the popularity of services and products;
• increase the popularity of goods and services with high cost;
• stimulate the distribution system and its participants;
• spread favorable information about the company.

Modern marketing divides the ways of promoting a product into such four kinds:

Direct sales or personal

The basis of this method of product promotion is verbal communication with the client in order to convince him of the need to purchase a product / service. This method does not require investment.

The level of business organization using the direct selling method is high, in contrast to the provision household services or banal retail trade. If direct sales are not developed, this will lead to a drop in sales volumes even if all other marketing conditions are met.

The essence of personal selling is as follows: they require the ordinary operator taking orders to transform into active manager by sales.

Personal selling as a way to promote products has the following advantages:

• individual approach to the client, providing him with a large amount of information;
• feedback from consumers, making it possible to adjust the entire advertising campaign;
• costs that do not financial result, are minimal.

To promote a product in this way requires a lot of turnover costs, and this is its disadvantage. The effectiveness of personal sales is highest when the seller has an exclusive product.

Advertising as a way to promote a product

Advertising is needed to inform customers about the activities of the company and the consumer properties of the product. It must be viewed from this perspective. No advertising, even prestigious and very expensive, will help sell a product if its relevance and demand among consumers are very low.

There is a dependence of the promotion of products on the content of the advertising message. It should be a highly unique selling message (“Purchase our products and get a specific benefit”).

There are usually three types of advertising perception in marketing:

1. Information is in demand, it is distinguished by understandability, accessibility and ease of remembering.
2. The information is random, it is problematic to remember it.
3. Information is unnecessary, irritates consumers and is therefore ignored by them.

When the consumer understands that he needs the advertised product, he is ready to make a purchase. This is the way to promote a product through advertising.

Sales promotion

This is a set of various activities, the task of which is to promote the product. The target audiences for sales promotion are as follows:

1) Buyers. Customers are encouraged to purchase more products using following methods:

• loyalty programs;
• games, lotteries, contests;
• promotional product demonstrations;
• promotions for new items of goods;
• free provision of product samples.

2) Counterparties. They are encouraged to increase the volume of trade transactions. You can stimulate sales in the following forms:

• train sales staff;
• provide equipment for trade and campaign materials;
• authorized leadership, holding competitions based on the results of sales;
• you can provide related services (information, in the field of jurisprudence).

3) Sales staff. Retail workers are encouraged to give up all their strength to attract new customers and improve the quality of service. You can encourage:

• financially (bonuses, awards), morally (thanks, diplomas);
• arranging competitions in terms of sales volume between employees;
• paying employees who work flawlessly for rest (a ticket to a sanatorium / resort);
• compensating the costs of treatment, training and retraining of employees.

Propaganda

This is a way of interacting with society that does not involve personal contact or payment. That is, the demand is stimulated by the dissemination of information of a commercial nature, as well as image information, both through intermediaries and independently. The purpose of propaganda is to attract the attention of potential customers without spending money on an advertising campaign.

Propaganda is carried out through the following tools:

• events (online meetings, press conferences, contests, competitions, etc.);
• publications (newsletters, ready reports, articles in newspapers and magazines, brochures, etc.);
• news (positive product reviews in local media);
• means of identification (room design, development of a single style, multi-color seals, watermarks, etc.);
• sponsorship (material and monetary assistance in organizing and holding sports events, as well as charitable ones).

Submit your application

Target audiences for these tools:

1. Counterparties.
2. Consumers.
3. Municipal and government bodies authorities.
4. key journalists.

For a long time already not new ways of promoting goods, but bringing real results

A good effect can be obtained if, in combination, the methods of promoting a product to the market, presented below, are used.

telemarketing

• direct telephone sales to potential customers;
• building relationships with existing audiences;
• using relationships to bring new products to market;
• highlighting real "leads" from general mailing lists;
• holding events after the completion of direct marketing programs;
• returning disappointed customers by offering them new products that may interest them to a greater extent;
• further work with "leads" to sales, attracted by an advertisement, direct marketing event or through intermediaries;
• conducting marketing research, evaluating the response of customers to novelties or innovations in the field of sales through surveys and surveys;
• Establishing contacts with consumers as part of the relationship marketing program.

Also telemarketing does possible to obtain various information from respondents and the use of the results obtained as a result of their analysis for the organization and implementation of marketing activities in the future.

Merchandising

Merchandising is about making products easily accessible and attractive, and making the buying process easier. This promotion method has the following features:

• control over the availability of products on store shelves, tracking the popularity of certain products;
• organizing points of sale and supplying them with all necessary materials;
• ensuring the layout and location of products, that is, the presentation of specific product items.

The initial task is to create the necessary stock of goods, then you need to place them at points of sale in a certain assortment and volume. In merchandising, the right choice and location is very important. advertising materials(price tags, stands, booklets, coin boxes, posters, hanging and floor models of products).

One of the most important merchandising methods is product display (exposition).

Under the exposition is understood the procedure for placing goods on a specialized commercial equipment. The rapid growth of product sales is facilitated by its display in places that attract the attention of potential consumers. In addition, the presentability of product packaging is very important.

Event Marketing

Another name is creative marketing. But in reality, it is event-based, since it involves the promotion of products / services through events (events).

A striking example of Event Marketing is the main music and technology festival Alfa Future People, held by by Alfa bank. Below is a link to a video from this event held in 2016. It is striking in its scope.

But what if your organization is not so large? Everything is easy enough! If possible, participate in various events, use event marketing to the maximum. For example, on the day of the city, you can distribute balloons with the company logo to people. It really works!

The owner of one coffee house on the eve of City Day prepared Balloons with the logo of the institution and handed them out to the kids, who ran around the city with them all day. It is worth noting that at the end of the holiday, many families with balloons came to this institution. They were given loyalty cards to keep in touch in the future.

Territorial Marketing

This is a relatively new concept (appeared in 2002), meaning marketing in the interests of the territory. Speaking more plain language, territorial marketing aims to "sell" the territory to potential customers in order to improve the lives of the people living on it.

The most famous examples territorial marketing– advertising expenses in order to increase the flow of tourists. For example, Greece spends about 100 million euros per year on attracting tourists/advertising resorts.

Famous domestic project Territorial Marketing - Olympiad in Sochi. According to official statistics, investments in the construction and promotion of the Olympic Village amounted to about $52 million, and the amount of income from the Games was about $80 million.

Modern ways of promoting goods on the verge of outrageous

The following methods of promoting goods and services are now popular.

Guerrilla Marketing

This method of promotion is low-budget. With the help of guerrilla marketing, you can organize an effective promotion of a product / service, attract new customers and increase your income with minimal investment or no investment at all.

This method is an alternative to television and radio advertising, as it involves the use of inexpensive advertising media, various tricks and tricks.

Let's bring certain types guerrilla marketing:

• word of mouth

For example, one of the restaurants does not spend on advertising at all. The main expense item is free lunches for hairdressers. Moreover, their quality, as well as the level of service, are quite high.

Everyone knows that usually people trust their hairdressers, make-up artists, stylists (after all, you can’t trust your transformation to a stranger, especially women). They constantly communicate with customers, share news. It is not difficult to guess that free access to the restaurant was also mentioned.

• Scandalous action

Guerrilla marketing can be effective even if it consists of holding a high-profile action that will be talked about by all the media. Good example– advertising campaign of the operator cellular communication Tele2.

At the exhibition of cellular communications in St. Petersburg, promoters under his brand carried a coffin with the inscription "Dear communication". Naturally, people were shocked, and subsequently the promotion was broadcast by many media outlets.

• collaboration

In general, our opinion is that guerrilla, viral marketing, which requires minimal investment, is a partnership or, in a modern way, a collaboration.

For example, in a dentist's office, a company that makes toothpaste and mouthwash posted a message on the ceiling: “You don't want to see that boring ceiling again, do you? Our toothpaste will help you!”. Everyone knows: sitting in a chair during dental treatment, people have to look at the ceiling.

Stars in advertising

The practice of inviting celebrities to advertise goods is widespread all over the world, including in our country. But no well-known personality can give you guarantees of sales growth and successful PR. You can find examples of how successful attracting stars to brand advertising, and not so much.

Neither world nor Russian practice has "win-win" celebrity options. First, the stars are not universal. Everyone has a certain image, character, experience that may not fit with some brands and products.

Secondly, the work of the image of a star is rarely good in isolation from the creative idea. If the idea is weak, then even the most successful celebrity will not help promote the brand. Thirdly, attracting stars to marketing campaigns is comparable to playing the lottery, in which you can not only hit the big jackpot, but also lose big.

The video was filmed in the style of the film "Tron". The son of the famous director Ridley Scott, Jake, supervised the filming process. The creator of "Gladiator" and "Alien" himself was the producer of the video, which called it "a dynamic short film."

Any celebrity is, first of all, a living person, so his behavior is unpredictable. An example of this is the situation with the Nike brand, which attracted Paralympic champion Oscar Pistorius to advertise its products.

Hidden advertising in cinema

Currently, there are many different hidden advertising mechanisms. It is safe to say that films are used to promote almost all types of goods. Nevertheless, the specifics of countries also have an impact on the content of product placement to some extent.

For example, in domestic films, up to 60% of hidden advertising is in food, in second place are cosmetic products (about 10%). The rest of the market falls on cars, banking services, electronics, resorts, hotels, communications.

There is a rapid growth in the alcohol and tobacco market segment in product placement, since direct advertising of beer, spirits and tobacco is prohibited by Russian law.

For example:

Such different and effective ways to promote a product on the Internet

SEO

Almost all users visit the first three web resources of search results. Only 20-50% scroll through the first page to the end. If you want to attract users, then your site should be in the top ten. SEO optimization will help with this.

It involves correcting resource errors, editing its content taking into account key queries on your subject, often changing the structure of the site and others. important works, invisible to humans, but taken into account by search engine bots.

You can't underestimate the importance of SEO by thinking that the content is for people and the bots will figure it out on their own. SEO is now the main tool that you need to apply first and then turn to other methods of promotion.

Pros:

• relatively small costs;
• high conversion rate;
• simple definition of the target audience;
• almost complete absence of a negative effect;
• increase in traffic.

Minuses:

• results can be obtained only after 3-6 months;
• requires complex changes in the root of the site;
• you need to constantly edit the content;
• it is necessary to take into account the high requirements of search engines.

contextual advertising

For example, citizen H decided to purchase a double boiler. He enters the Yandex search engine, enters “I will buy a double boiler” in the line. And a miracle happens: in the first place in the search results is an advertisement for your best steamers.

Display advertising

These are exactly the banners that make you want to immediately turn on AdBlock when they appear. However, if they are bright, original and appear in a timely manner, then you want to click on them. On the market this type media advertising at first it was rejected, but new technologies made it possible to make it modern and quite effective.

Native advertising

This Internet marketing tool is progressive and made in the form of interesting "live" content. Not everyone can even understand that in front of them is native advertising, since it harmoniously fits into the content of the site / application.

These are special projects in popular publications, and quizzes (like Buzzfeed's "How Would You Die in Game of Thrones" quiz), and insights from your outside experts, and showcasing your brand in films.

Email Marketing

Often this type of marketing is ignored by companies because they don't want to spam their customers. However, email marketing is a great way to keep in touch with consumers, persuade them to purchase a product, increase loyalty, send information about upsells and special offers. But this is in the case of working with mailing lists of high-level specialists.

Viral Marketing

Since the advent of this method of promoting goods, there have been many positive examples of its use (for example, the Mercedes-Benz video with chickens or the epic twine of Jean-Claude Van Damme in an advertisement for Volvo Trucks). However, such marketing does not always bring results, especially if the emphasis is on viral content.

Partnership programs

They involve business cooperation between the seller (company) and a partner, under the terms of which the partner is entitled to a certain percentage or amount of attracted customers if they perform a certain target action (at the discretion of the seller).

The principle is simple, and the models of work are as follows: PPC (pay per click), CPA (cost per action), CPS (cost per sale). That is, leads in affiliate programs can be the following: clicks, registrations, applications, orders, sales.

Ways to promote goods in social networks

Ways to promote a product on Instagram

Instagram is a convenient service that allows users to share photos and videos. Not so long ago, the attitude towards it was skeptical, but now it is considered as an excellent platform for posting ads. Users like bright pictures and short captions to them.

Users of the service can earn money, especially if their pages are popular. Young people browse their idols' accounts with interest, so the cost of celebrity advertising posts is very high.

Ways to promote a product on Facebook

In the first case, the advertiser will need to set a daily budget and cost per 1000 impressions. In the second, only target actions of users are paid after the fact. Their price varies from 8 to 20 rubles, which depends on the selected settings. You can pay for advertising bank card or using PayPal.

Ways to promote goods on Vkontakte

Until recently, Vkontakte was considered a network for schoolchildren. However, the developers, taking an example from other successful social networks in the field of advertising, decided to keep up.

We have developed our own targeting tool for Vkontakte. The source of information about users in Facebook networks and others are data about the IP address of the computer, and VK takes it from the information specified in the person's profile. What is the convenience?

A person who lives in the capital and has come to Barnaul for work for two days is unlikely to be interested in the novelties that have arrived in the Barnaul showrooms. Vkontakte shows users ads related to settlements where they live permanently.

Like other social media, VK allows you to place ads in various formats. Large images or community ads are quite popular. You can post ads yourself or through the administration of groups.

To advertise in the community, you need to pay from 200 rubles, the amount depends on user activity and the number of subscribers. For 200 rubles, you can publish an ad in a group with 50,000 followers.

If the community has a million-strong audience, then the placement price will be much higher. The cost of independent publications is 6-10 rubles per 1000 impressions. It depends on the reach of the audience and the selected settings.

Non-traditional ways to promote a product on the Internet

Website with virtual reality elements

When developing an advertisement for the RAV4 car in South Africa, Toyota took into account the characteristics of the target audience as much as possible. These are people with an active lifestyle, they are not afraid of off-road, they love playing sports, they do not spend much time at the computer. organized for them unusual promotion with elements of virtual reality.

Created a 1.8 km long cycling route that simulated exploring the site. The analogue of the cursor was directly the cyclist. Participants of the action stopped at various points of the route - sections "Models", "Safety", "Salon", "Design" and "Order a test drive".

Access to additional information was opened after hitting the "button" with the palm of the hand. Part of the elements was made of wood, posters with information were also used. If the participant, finishing, hit the “Refresh” sign with his hand, then an invigorating shower spilled on him from the arch.

Word of the unusual site spread quickly, with a 400% increase in traffic and a 433% increase in test drive requests.

The amount of the discount, which depends on weather conditions

During the cold season, the demand for Venus women's machines in Sweden fell significantly. Then the Gillette company invited users to post on Instagram the violence of the elements captured in the photo, putting the hashtag of the action under them.

There was an automatic comparison of the weather conditions in the place from which the picture was posted, with the weather observed there over the years. The lower the temperature and the darker the sky, the more discount prompted the user to purchase a Venus machine.

The partner of the action was an online store. The winning author was awarded a trip to Miami.

Advertising in exchange for 10 subway rides

The largest Brazilian publisher of pocket books LP&M organized an action in the subway. It consisted in placing at the entrance to the station stands with free books- masterpieces of world literature. A ticket for 10 trips was embedded in the cover of the books. Book lovers were given free rides, which improved their perception of the brand.

Those who were not attracted to reading could fall in love with books during the time they carried a travel book with them and become clients of LP&M. In addition, the “pass” was assigned a unique number, according to which the ticket was “recharged” on the campaign website: the person entered the code and received 10 more trips (for example, to give the book to a friend).

The publishing house also implemented another idea for promoting its products: it found the small format convenient and placed ads on pockets! More precisely, on the lining of jeans pockets, having concluded an agreement with their local manufacturer.

Excerpts from prose or poetry, as well as the logo of the publishing house, were used as advertising text. The message of the campaign was: "Great books can fit in your pocket." The project allowed to increase traffic to the publisher's online store by 24%, and sales - by 13%.

Low-budget marketing… Every business owner's dream. And even “dreamer” - if, at the same time, the recognition of the company (product) would grow exponentially ... and the sales curve would bend more and more upward from day to day ..

But the reality is that marketing budgets ( advertising, PR - underline what is necessary) are made up according to known only to the "layout" himself ( read - marketer, advertiser ...) laws... And, with rare exceptions, they are a weak reflection of reality and the company's need for contacts with the target audience.

They say that the true professionalism of a marketer is to bring a company (product) to the market without a budget ... Well, or with the minimum necessary cash injections.

I don’t know how true or controversial this statement is - I can hardly imagine Coca-Cola, Mars and Adidas on the market without budgets ... but still. The fact remains, and the reality of the market is that not everyone has the budget to pay for "multi-layered" advertising campaigns. In addition, due to the still prevailing mentality of Russian business owners, who are skeptical and distrustful of their own marketing services, small and medium-sized businesses are not yet ready to part with money for advertising and other marketing communications ( because there is no clear understanding, “how can we get all this back…”).

So, what low-budget ways do you use to market your company or product?

I can offer you tools that I have used quite often in my practice, which have been tested by the market and have shown their effectiveness, and which have helped me more than once.

1. Barter. A lot of people don't like this word. Especially in accounting. I don't like it very much myself. But I must admit that such a scheme of cooperation is quite common in the Russian business segment, even among large and respected players (for example, such as Rosinter). Of course, if you have something to offer your potential partner. And, obviously, the value of your proposal for a partner should be no less than what you expect (ask) from him.

2. Exhibitions. Yes, your industry exhibitions are a good opportunity to promote yourself in your own market among your partners and target audience. And no - it is not necessary to buy an expensive place and mount a stand. Be creative - push the boundaries of your imagination. There are many other ways to make yourself known at the exhibition, give away your contacts and collect the ones you need.

Carefully study the proposal of the exhibition organizer, the site where the exhibition will be held - look for opportunities for a low-budget "performance".

It can be just placement in the exhibition catalog, placement on the website, renting 2-3 square meters at the entrance to the exhibition, putting a girl / boy with the distribution of samples (or just some “goodies” - usefulness with your contacts), investing in a package participant, organization of a photographer with instant printing of photos on the background of a press-wall with your logos, and so on - think of it! (by the way, such participation can also be closed by barter)

3. Events are internal. Meaning - your personal events for your target audience, for your potential customers. Create some kind of useful event for your customers - what is their most pressing problem? What critical question do they have that they usually pay money to answer?

Give them this answer for free! Perhaps in the form of a mini-seminar or micro-training for 4 hours, maybe together with a representative of an authoritative opinion for them (for example, if this is medicine, then this can be the head physician of a serious clinic, if trade is a manager large network, head of tax, top manager of a bank, etc.).

You can arrange such a seminar with the owner of the premises, who is also interested in an audience that intersects with you, but is not a competitor to you in terms of services. For example, it can be a cafe, club or restaurant that is simply interested in visitors and sales of the kitchen and bar. In addition, in your pre-PR campaign to recruit listeners for your event, you will promote them, as well as in post-releases and reports after the seminar. Do not forget to mention this in negotiations with the site owner.

4. Events external. Many people forget about the most useful semi-informal hangouts or, on the contrary, professional “meetings” of their decision makers (persons making decisions about cooperation) in the form of various chambers, clubs, communities, and so on.

Look - there is probably a Chamber of Commerce and Industry in your city, which periodically arranges parties for general or financial directors. Look for different trendy features, such as a mafia game club for HR directors. For accountants, these may be seminars conducted by the local IFTS. Find out where CMOs hang out in your area (if you offer printing, design, or advertising services, for example...). Find out where the logistics directors live (if you are Courier service or shipping company).

If it’s completely boring in your city and poor decision makers stupidly go home after work - see the paragraph above: think of it yourself! Your events. Finally create your club of mafia players for ____ ( insert the position you want)! Your costs are buying or ordering printing of special cards, blindfolds and beautiful rules on A4 sheets!

Any restaurant in the city will be happy to lend you space on Wednesday evenings with this theme. In addition, it is not necessary to make such evenings free. Freebie relaxes. And the mafia club requires discipline ( read the rules online). Therefore, take 100-500 rubles from the players. per evening (the amount should be such that it is dealt with painlessly, and the value received in return at times blocked such a “loss” from the wallet).

5. Press releases. Get in the habit of issuing press releases about your company every Tuesday. Releases should not be large and voluminous - make text on 1/2 printed sheet plus a couple of key sentences about the company.

Look for information breaks within the company all week long! Establish a system for collecting and processing news and, in general, everything that happens in the company. Any sneeze should flock to your department. And you yourself decide whether to air it or not ( together with the business owner, of course).

And regularly distribute your press releases over the network and through all communication channels available to you: website, corporate newspaper for clients, Newsletter, bulletin board on the sales floor or reception area… Submit your press releases to free press release directories ( they are easily found anywhere search engine ). Send your news to interested publications in your region - both print newspapers and magazines, and online media.

6. Publications. The same goes for larger press releases - provide free content to journalists and the media. These can be interviews on your market, on some problem of your consumers, analytical reports and sections, statistical data ( many media outlets love different statistical compilations), just interesting publications “in the subject”. Invite the leading publication in your region to organize and maintain some special interesting column - and supply your column with relevant and fresh information weekly.

Everyone needs interesting and useful content! Finally, ask your buyers or potential clients - what is THEM interested in your topic, what do they want to know about?

7. Cases. Or case studies. Or success-story. The nature is slightly different, but the point, in principle, is one - to show your target segments by example the solution to THEIR problems. Write stories according to the formula "Problem - Solution - Result", "how bad it was before - and how wonderful it became after", the principle, I think, is clear. Stories in this vein are very attractive and have.

8. Reviews. Customer feedback is something you should collect from when your company was still a baby business. Especially if your client is a more or less well-known company in your region. On corporate color forms, with a beautiful seal, signed by the first person or a key top manager of your client.

Collect and store your reviews in a separate folder, each in a separate file, treat them carefully and with respect -) Well, without fanaticism, of course. You just have to understand that these are the results of your work. These are your "thank you, you helped us a lot" from your customers. And don't forget to digitize all your customer testimonials. Only rovnenko, in color, with high resolution and readable text.

9. "Word of mouth". Involve local people in promoting your company, products, trademarks. It has long been no secret to anyone that the “dress” works best in the service market. But in order for your “dress” to work, you need to work on it! What did you think? They just launched a rumor to the people - and he picked it up and carried it to the masses? Of course, it would be great if everything was so simple - no one would spend money on expensive TV and radio advertising, but only would be engaged in “injecting” rumors into the masses.

The simplest and most effective thing is to remember yourself. What information have you personally ever transmitted by word of mouth? It was probably something shocking, out of the ordinary, or terribly funny, or curious, or disgusting, or improving some aspect of your life ... Feel what I mean? Yes, that's right - it should be something that will hook.

But here, be careful - your legend should support and enhance your company/product image, not destroy it.

10. Free consultations, demos, samples. The name speaks for itself. Don't be afraid to give! Nobody likes to buy a pig in a poke. Everyone wants to try first, and then make a buying decision.

Here your marketing should work in close connection with sales as never before. Because it’s not enough just to give a try - after that you need to constantly ask at a given frequency - “Well, how did you like it? Let's buy full version. Did not like? Why? etc...". Keep in touch, monitor your potential client. Offer him special offers, inform about new products, promotions, discounts.

But at the same time, do not be afraid to calculate and cut off “eternal tryers” - these are those who initially know that they will never buy, but they will never refuse a freebie ... You should not waste your precious time on such “non-customers” ...

11. Atmosphere and design of the client office/service hall, reception, meeting room/. In these rooms, EVERYTHING should speak about your professionalism, the quality of your services and the specialists who, in fact, provide these services, inspire confidence in you, your company, your product - every little thing and every element.

Remove already, finally, all these antediluvian letters and thanks of 2003-2007, issued to you by someone for something! Leave one - but a normal, fresh, up-to-date solid professional license, or a certificate, or a diploma, or whatever you need according to the specifics ...

No wobbly chairs, tattered tables, scorched sofas, cracked glass surfaces… Well, you remove this piece of furniture if you don’t have money yet to reupholster, repair, buy a replacement. It’s better to throw a couple of frameless “pears” for one and a half thousand rubles if you need to somehow take up space - well, let no one sit on them, but they will give some kind of “their dude” - freshness and dynamism to your office.

12. Gift certificates, loyalty programs. That is, make sure that the client wants to not only come to you again, but bring someone else with him next time. FROM corporate clients By the way, this also works. You just need to think a little longer ... And ask around / observe clients, what can stimulate them to such an action.

A great example is large cosmetic chains, fitness clubs, mobile operators ( least). Copy this ready-made and perfectly working model and apply it to your business - what exactly is stopping you? ( first Gift certificates you can also print on a color printer, if it’s really tight ... get rich - print plastic, it’s okay!)

In addition, if you have a representative office of some federal discount coupon network in your city ( like Groupon, but there are a lot of them now), or perhaps there is a local company with this kind of working principle, contact them, let them plan for you advertising campaign. They won’t take money from you for this, but on the other hand, you will clearly see how much you can earn in one day of such a promotion with zero investment in reach and attraction. The decision is yours.

13. Cross marketing promotions with partners. Organize joint promotions with your colleagues, with whom your products can complement each other for the same target audience ( “blah blah printing house and blah blah furniture salon — only from May 1 to May 20 they are holding a joint promotion: buy office furniture and get 80% discount on any advertising printing!”). Promote them well in the region ( You can also partner with the media), share contacts with each other, and work with the resulting client base, each in its own format.

14. Contests, quizzes. This is about the same as cross-marketing, only a more entertaining format. Each partner performs its own function, makes its contribution - provides prizes of various formats and nature, covers the event, prints banners, programs the web, deals with logistics, photographs, shoots videos, feeds, clothes, etc. But someone has to take on the role of organizer and coordinator. For example, you are the initiator and creator of the concept ( which you pre-send to the partners you need for your contribution).

15. Cultivate feedback from your clients. Build relationships with them. And develop them. Invite them to express their opinion on any occasion - about your services, about the same services on the market in general, conduct surveys, call for action in your communications, provoke them to respond to your messages, conduct surveys on the site or together with partners, give them free advice and ask them to evaluate them, get their consent to receive your marketing materials (only useful to them and not often!).

Final word

Of course, all these methods of low-cost marketing do not require big money, but require the investment of other resources - these are time, strength, patience, energy, imagination and your knowledge.

Yes, and you should not be scattered on all of the methods of promotion described - try each of them in turn, see - which works best for you, brings the most customers? Focus on the few that are most optimal for you in terms of time and labor costs / number of deals closed.

And one more piece of advice that I would like to mention, but which everyone often forgets about ... Due to blurryness and immersion in routine, probably ...

Promote and sell not your company and your products, but the "emotion" and "result" from using your services and contacting your company!

The services of a beauty salon are few people need, but a beautiful haircut and a perfect manicure - yes! I'm not at all interested in the services of an advertising agency, but here's a 20% increase in sales in 6 weeks - let's discuss this soon! There are plenty of tours to Egypt and Greece for cheap, but a complete disconnection from current worries and immersion in absolute relaxation for two weeks - there are few such offers! (if they exist at all...)

So stop, colleagues, disconnect from the hustle and bustle, take a time out for the day, go to the park, turn off your mobile phone, sit on a bench, relax, look at the fountains, people watch - low-budget ways to attract customers are on the market, you can think of them. Just in pursuit of frenetic sales and abstract results, we don't always see them.

P.S. And don't forget that acquiring a new customer costs FIVE times as much as keeping an old one. Therefore, do not forget about your client after the first sale (obtained by one of the methods discussed in this report), in fact, work with him is just beginning here!

From this article you will learn:

• What are the main methods of promoting a product to the market
• What marketing methods are right for you?
• How to apply the method of promoting a product to the market

The modern market is oversaturated with goods and services - both domestic and imported. The task of bringing trading platforms new product is not easy and very costly, besides, it takes a lot of time. However, marketers and marketing agencies there are reliable technologies and methods for promoting goods to the market.

The main methods of promoting goods on the market

The main tool that comes to mind when it comes to finding ways to promote products on the market is advertising. But you need to keep in mind that she is not independent activity, but one of the marketing tools and should be used in combination with other technologies in order to mutually reinforce each other's action.

Marketing campaigns aimed at bringing a product to market may take various forms, but they will definitely use basic promotion methods, without which it is impossible to implement an integrated marketing strategy. These include:

• advertising;
• direct marketing;
• telemarketing;
• press information;
• relationship marketing;
• sales support;
• printed materials.

An integrated approach to the promotion of goods and services implies that all elements of the campaign act in concert, reinforcing the effect of each other. For example, a promotion with a return coupon (which confirms the payment of postage and encourages the consumer to send their answer) is usually combined with direct mail, and then a telemarketing program is launched.
In principle, each of these methods separately - mailing, print advertising, telemarketing - is also effective, but not to the same extent as their complex application.

More about methods of promoting goods and services on the market

Advertising.

If you have at your disposal a sufficient budget and a well-designed media plan (chosen channels that provide the greatest effectiveness of the advertising campaign), then you can use advertising as the only method of promoting the product to the market.
In this case, it will perform several tasks, namely:

• inform the consumer about the new product;
• clearly show the advantages that distinguish this product from analogues offered by the market;
• stimulate curiosity, fuel initial interest and motivate the consumer to learn more about this product.

The success of an advertising-only new product launch program will be determined by the amount of financial investment and the prudent use of these funds.


But if you add to advertising other marketing practices and methods of promoting a product to the market, then it will be possible to apply it more narrowly: to achieve specific goals set by strategic program. This will significantly increase the effectiveness of the campaign and allow more economical and rational spending of the budget.

Therefore, advertising, among other methods, is usually included in integrated product promotion programs. Those of its forms, types and channels are selected that are best suited for solving the tasks.
You can use ads in a variety of ways:

1. Make it a means of direct contact with the target audience (for example, provide consumers with the ability to quickly respond by sending a return coupon with an order, calling, requesting Additional information etc.). This is usually carried out nationwide and is the stage preceding direct or telemarketing campaigns (for this, “tips” must be received - a client base has been formed).
2. The same thing, but on a narrower - regional - scale. The information obtained about consumers is then used in activities carried out by local counterparties to stimulate the sale of goods.
3. Apply as part of a campaign to promote the product in selected regions. In this case, potential buyers are not only asked to leave their data, but also financially stimulated.

This makes advertising much more flexible and effective method bringing goods to market.
One of the popular marketing tools is direct marketing. It is resorted to in cases where it is necessary to increase the effect of using other promotion methods, but it can also perform other functions and be used in a very diverse way.

Thus, direct mail often becomes an excellent substitute for traditional advertising in the press or other media, since it is targeted and makes it possible to cover only the desired market segments. In addition, it can be used as a channel for subsequent contacts with the target audience, namely the part that became interested in the product and requested detailed information about him.


Direct marketing, by the way, is an excellent method of building and maintaining long-term relationships with customers. As part of an integrated marketing campaign, it also increases its effectiveness.
At the first stage of a campaign to promote a service or product in the market, direct marketing can be combined with consumer advertising to achieve the following goals:

• Continue your direct response campaign by collecting key data of interested potential customers who can become a customer base for future direct marketing campaigns.
• Develop differentiated offerings for different groups potential buyers who participated in the first promotion.
• Reach other markets or target market segments in your current marketing campaign.
• Attract those segments and niches of the market that cannot be contacted in other ways, and influence them more often or aggressively.
• Strengthen the advertising campaign through special marketing activities in the future.

telemarketing

This method of promoting a product to the market, such as telemarketing, is used along with traditional advertising or direct marketing. The goal may be to collect data from potential customers and inform them. More specific tasks solved by telemarketing are varied:

• conclusion of transactions by phone (in fact, these are the same direct sales);
• building good relationships with existing customers;
• development and release of new products based on the needs of customers (for this, relationships must be established with them);
• selection of the most promising "leads" from the total client base, on which the mailing is done;
• conducting promotional activities following the direct marketing program;
• return of lost customers (usually by offering them other products that may be of interest to them);
• processing the database of "cold" contacts received through advertisements, through direct marketing, from intermediaries;
• market research, studying the response of the target audience (through surveys, reviews) to the product or the measures that the company takes to implement it;
• maintaining contacts with potential customers (relationship marketing).

Telemarketing is also a convenient way to get any information of interest from consumers in order to analyze it and use it to plan and implement further marketing programs.

Press information

This set of activities is one of classical methods public relations used in large PR campaigns. For example, it could be sponsoring entertainment or sporting events. It raises awareness of the target audience about the activities of the company, strengthens its reputation. Parallel to this work, direct marketing campaigns and Advertising activity focused on promoting the brand as a whole and getting a direct response from consumers.

Sales support

Through advertising and direct marketing as part of an integrated marketing program, the firm gathers "leads" to potential customers. In the future, this information will be needed by sales personnel.
Many companies are implementing such a method of promoting goods to the market as telemarketing for convenient and modern management ongoing interaction with potential customers, and this significantly increases sales efficiency.
It is very important to provide managers with information about the product or service being promoted on the market and about the current market situation in a timely manner. This will make their work more productive.
The sales support program includes the following measures:

• direct support of trade workers (wholesalers and retailers);
• informing sellers about specific products (creating instructions, manuals);
• preparation of standard and individualized presentations for each market segment;
• information about advertising and marketing activities on the promotion of goods that are currently being carried out;
• providing information about competitors.

Relationship Marketing

This method works with a database of "cold" contacts of potential buyers, which was collected using advertisements or direct marketing.
In addition, relationship marketing is a great way to maintain and strengthen relationships between sellers and customers, increasing consumer loyalty.
Relationship marketing as part of a comprehensive marketing campaign to promote a product or service on the market performs a whole set of functions:

• strengthens control over regular customers;
• maintains a database of existing customers;
• forms a constant, clearly planned information flow;
• strengthens consumer loyalty.

Printed materials

As a rule, the publication of information and image materials in the print media is not included in an integrated marketing campaign to promote a product on the market. However, it is the most important method communication policy businesses that cannot be ignored.


Publications in the media are necessary to solve such problems as:

• strengthening the brand image;
• informing the target audience about the points of sale of the product, its characteristics and benefits;
• maintenance of trading events (as an auxiliary method).