How to promote a new product on the market. Promotion of a new product

Low-budget marketing ... The dream of any business owner. And also a "dream" - if, at the same time, the recognition of the company (product) would grow exponentially ... and the sales curve would bend up more and more steeply from day to day.

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

They say that the real 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 do not know how true or controversial this statement is - I can hardly imagine Coca-Cola, Mars and Adidas in the market without budgets ... but still. The fact remains, and the realities of the market are such that not everyone has the budgets to pay for "multilayer" advertising campaigns... In addition, due to the still prevailing mentality of Russian business owners, 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 will all this return to us ...").

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

I can offer you the 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 out more than once.

1. Barter. Many people don't like this word. Especially in accounting. I don't really like it myself. But I must admit that such a cooperation scheme 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 offer for a partner should be no less than what you expect (ask) from him.

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

Carefully study the offer of the organizer of the exhibition, the site where the exhibition will take place - 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), attachment to the package participant, organizing a photographer with instant printing of photos on a press-wall with your logos, and so on - come up with it! (by the way, such participation can also be closed by barter)

3. Internal events. I mean - your personal events for your target audience, for your potential clients. Create some useful event for your clients - what is their sore problem? What is their critical question 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 it is medicine, then it can be the head physician of a serious clinic, if the trade is a manager of a large network, a head of a tax office, a top - bank manager, etc.).

You can agree to hold such a seminar with the owner of the premises, who is also interested in the audience that intersects with you, but is not a competitor for 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 preliminary PR campaign for recruiting 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. External activities. Many people forget about the most useful semi-informal get-togethers or, on the contrary, professional "meetings" of their decision-makers (decision-makers on cooperation) in the form of various chambers, clubs, communities, and so on.

Look for it - there is a Chamber of Commerce and Industry in your city, which periodically hosts parties for CEOs or CFOs. Look for all sorts of trendy gimmicks, such as a mafia club for HR directors. For accountants, these can be seminars conducted by the local IFTS. Ask where CMOs hang out in your area (if, for example, you offer typography, design or ad placement services ...). Find out where the logistics directors live (if you are a courier or shipping company).

If your city is completely bored and poor decision makers stupidly go home after work - see the point above: think for yourself! Your events. Finally create your own Mafia players club for ____ ( insert the position you want)! Your expenses are the purchase or order of printing special cards, blindfolds and beautiful rules on A4 sheets!

Any restaurant in town will be happy to lend you a room on Wednesday nights with this theme. Moreover, it is not necessary to make such evenings free. Freebies are relaxing. And the mafia club requires discipline ( read the rules in the net). Therefore, take from the players for 100-500 rubles. for the evening (the amount should be such that it can be parted with painlessly, and the value received in return at times overshadowed such a "loss" from the wallet).

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

Look for news feeds within the company all week! 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 - to broadcast 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 in the trading floor or reception ... Register your press releases in free press release catalogs ( they are easily found in any 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 media outlets. These can be interviews on your market, on some problem of your consumers, analytical reports and snapshots, statistical data ( many media outlets like different statistical collections), just interesting publications "on the topic". Invite a leading publication in your region to organize and maintain some special interesting section - and deliver relevant and fresh information to your section on a weekly basis.

Everyone needs interesting and useful content! Ask, in the end, your buyers or potential customers - what is IM interested in your topic, what do they want to know about?

7. Cases. Or a case-study. Or success-story. The character is slightly different, but the point, in principle, in one thing - to show your target segments by example, the solution of 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 disposed.

8. Reviews. Customer testimonials are what you should be collecting from the moment your company was still a business embryo. Especially if your client is a more or less well-known company in your region. On colored letterheads, beautifully stamped, signed by the first person or key top manager of your client.

Collect and store your reviews in a separate daddy, each in a separate file, treat them with care and 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 clients. And don't forget to digitize all of your customers' testimonials. Only evenly, in color, with high resolution and readable text.

9. "Word of mouth"... Involve the local population in promoting your company, products, brands. It's no secret for anybody that "sundress" works best on the service market. But in order for your "sundress" to work, you need to work on it! What do you think? They just launched a rumor among 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 advertisements, but if only they were engaged in “injecting” rumors into the masses.

The simplest and most effective is to remember yourself. What information have you personally passed on "by word of mouth"? Perhaps it was something shocking, out of the ordinary, or terribly funny, or curious, or disgusting, or improving some aspect of your life ... Feel, what am I for? Yes, that's right - it has to be something that hooks.

But here, be careful - your legend should maintain and improve your company's / product image, not destroy it.

10. Free consultations, demonstrations, 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 it first and then make a purchase decision.

This is where your marketing needs to work more closely with sales than ever. Because it's not enough just to give it 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 prospect. Offer him special offers, report on new products, promotions, discounts.

But do not be afraid at the same time to calculate and cut off "eternal samplers" - 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 "underclients" ...

11. The atmosphere and design of the client office/ service hall, reception, meeting room /. In these premises, EVERYTHING should talk about your professionalism, about 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.

Take away already, finally, all these antediluvian letters and gratitude of 2003-2007, given to you by someone for something! Leave it alone - but a normal, fresh, up-to-date solid professional license, or a certificate, or a diploma, or whatever you have to do according to your specifics ...

No wobbly chairs, tattered tables, burnt sofas, cracked glass surfaces ... Well, remove this piece of furniture if you don’t have the money to pull the upholstery, repair it, buy a replacement yet. Throw in a couple of frameless "pears" for one and a half thousand rubles, if you need to somehow occupy the space - well, let no one sit on them, but they will give a certain "dude" - freshness and dynamism to your office.

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

An excellent 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? ( the first gift certificates can be printed on a color printer, if it's really tight ... get rich - print plastic, it's okay!)

In addition, if you have a representative office in your city of some federal discount coupon network ( like Groupon, but now there are many similar), or perhaps there is a local company with this kind of principle of work, contact there, let them plan an advertising campaign for you. They won't take money from you for this, but you will clearly see how much you can earn in one day of such a promotion with zero investment in coverage 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 hold a joint action: buy office furniture and get 80% discount on any advertising printing!"). Promote them well in the region ( You can also take the media as partners), share your contacts with each other, and work with the received customer base, each in its own format.

14. Contests, quizzes. This is about the same as cross-marketing, only a more entertaining format. Each partner fulfills its function, contributes - provides prizes of different formats and nature, covers the event, prints banners, programs the web, deals with logistics, photographs, shoots videos, feeds, dresses, 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 previously send to the partners necessary for your contribution).

15. Cultivate feedback from your clients... Establish a relationship with them. And develop them. Invite them to express their opinion on any matter - about your services, about the same services on the market in general, conduct surveys, call to action in your communications, provoke a response to your messages, conduct surveys on the website or together with partners, give them free advice and ask to rate them, get their consent to receive your marketing materials (only useful to them and not often!).

Final word

Of course, all these low-cost marketing methods do not require a lot of money, but they require an investment of other resources - this is time, effort, patience, energy, imagination and your knowledge.

Yes, and you shouldn't be scattered about all of the described promotion methods - try each of them in turn, look - which one works best for you, brings the most customers? Focus on a few that are best for you in terms of time and labor / number of deals made.

And one more piece of advice that I would like to mention, but which is often forgotten by everyone ... Due to obscurity and immersion in routine, probably ...

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

Few people need beauty services, but a beautiful haircut and perfect manicure - yes! I am not at all interested in the services of an advertising agency, but here is 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 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 day out, go to the park, turn off your mobile phone, sit on a bench, relax, look at the fountains, watch people - there are low-budget ways to attract customers on the market, you can think of them. Just chasing hectic sales and abstract results, we don't always see them.

P.S. And don't forget that it costs FIVE times more to acquire a new customer than retaining an old one. Therefore, do not forget about your client after the first sale (obtained by one of the methods considered in this report), in fact, work with him is just beginning here!

You have found a product and created your own online store, applied standard promotion methods. Now what? Here are 10 Creative Ways to Promote a New or Existing Product to Try - Suggests by Cassandra Campbell on Shopify's Marketplace Blog

Articles "what to give ..." with a mention of your product

What do you do when you search good idea gift? If you're like most people, you google “coworker gift ideas” or “fancy birthday gifts”. Then you browse through the tons of “what to give” articles that appear in the search results.

Why not include your own merchandise in these gift guides? Find massive requests for gift ideas, study articles about it that are ranking on the first pages of the search results for such requests - and try creating a similar article on your store's website (or pay for its placement elsewhere - with hyperlinks to your store, of course).

Optimize, promote, bring to the top this article on requests for certain gifts: this can lead a lot of traffic to your store .

Also offer to include your merchandise, for free or for free, on those gift idea lists that influencers and bloggers make sure to create. In your letter to the editors of the media, be sure to indicate what makes your product a great or unique addition to their current list.

Partnerships with celebrity bloggers

If you don’t have the money to do some serious advertising, consider local bloggers and video bloggers "thousand".

Partnering with them is usually much cheaper than advertising in media and offline - and lead generation to your store is often no less.

Go Live With Periscope!

The mobile application for live streaming (streaming, video streaming) Periscope has shown enormous marketing potential. Many companies are already promoting themselves through streaming.

In particular, it is convenient to use Periscope in order not only to offer video demonstrations of your product in different environments of use - but also to answer questions from viewers online. Or even right in the frame to fulfill the requests of "customers behind the scenes" - and do whatever they want with your product, showing them it live.

Of course, the best showcase for announcing and then displaying your streams is your pages on social networks (by the way, Periscope belongs to the Twitter corporation).

Activity on Pinterest

Social photo hosting Pinterest is a must-see for a modern online seller. Among Millennials in Canada, 93% (almost all!) Said they use this visual service to plan holiday gifts. Conversely, many people use Pinterest to create wishlists - gift ideas for themselves.

This makes this service a great place to promote products. For businesses, there is a special Pinterest function that allows, in addition to photos, to publish various content about the product - Rich pins.

Or you can take your visual social media marketing to the next level by connecting Buyable Pins. Basically, this tool creates your new online store on the Pinterest platform: with prices and a buy button.

Naturally, in such a visual network, your products need to create a photo of special appeal, with a special charm!

Connecting Facebook Shop Section

Facebook Shop is also a tool that actually creates a new online store for you on the social network platform. Promote new product in this format it is more promising than just in the form of posts on Facebook - the client does not need to go anywhere in order to see the price and make a purchase.

Instagram activity

Do not forget to offer visitors go to your “stores” on Facebook, Pinterest and Instagram .

Indeed, many people find it more convenient to leaf through the usual formats of these platforms (especially from smartphones) - than a new online store for them with an unfamiliar, sometimes very complex structure.

YouTube activity

YouTube has become one of the world's largest search engines for new content. Moreover, YouTube videos are getting more and more accepted by traditional search engines. This creates tremendous opportunities for product promotion.

Activity on Uncrate

Uncrate.com is one of many English-language new product review sites with a loyal following. The people who frequent Uncrate don't just love looking at cool products - they love buying them. Your product listing on Uncrate can lead to both significant sales and other media attention.

Getting feedback from Uncrate isn't easy - they don't sell the feature (which is why readers love them). There's no formal scheme for partnering with them, but one thing's for sure: your product needs to be cool.

Some companies are found by Uncrate employees themselves - but others have been successful after telling portal employees about their product or sending them a sample.

Activity on ProductHunt

ProductHunt.com is another popular English-speaking community for people who like to find new products. Although here mobile applications and software more popular than other industries, but you will see that both physical goods appear regularly on the front page.

Stores most likely to generate tons of leads through Product Hunt typically sell one (or a small set) of very new or aesthetically unique items. But goods from the category of the usual are not very quoted here.

Reddit Advertising

Pop-up shop (offline stall or trailer-kiosk, constantly changing location)

If your entire business is online, you do not need to open a full-fledged offline store for those who want to inspect the product in person. You can run a Pop-up shop instead.

Most likely, there are unused spaces in your city, about which you can agree that you occupy one or another point for a week or only for the weekend - and open a temporary store, a mini-fair.

And finally, be sure to participate in specialized mass fairs in your city. This will not only introduce visitors to the product and sell it - but it often contributes to the free appearance of your product and your brand in local media publications.

Any businessman knows that the correct assessment and understanding of his products by customers leads to an increase in sales revenue. The task of communicative marketing policy- promotion of a manufacturer's or entrepreneur's product. How is the product distributed on the market and through whom? What are the ways to successfully sell a product?

Promotion- an action that is focused on increasing sales performance through a certain communicative stimulation of customers, contractors, partners and employees. It pursues the following goals: increasing consumer demand and maintaining positive attitude to the company. Product promotion carries out such important functions, how:

creating an attractive image of the enterprise: prestige, innovations, low prices;
communicating information about products, including their characteristics, to end users;
maintaining the relevance of the product (service);
motivation of all participants in the product distribution chain;
transformation of the usual perception of products;
dissemination of information about the reliability of the company;
promotion of high-value goods.

The combination of all these functions can be called a complex. That is, a complex for promoting trade items is a kind of generalization of marketing tools and techniques that guarantee the delivery of information about an entrepreneur's products to end consumers. Such a set of actions consists of different methods product promotion.

Promotion methods Are certain marketing techniques, means and tools that are used in order to achieve the goal of increasing sales. They are considered an integral part of a well-formed and competent product advertising strategy or communication policy companies. There are a sufficient number of methods of product promotion in marketing, among them there are some that are especially popular.

Basic methods of product promotion - 4 components of a marketing campaign

Promotion method 1. Advertising

Advertising is a specific type of communication achieved by the commercial dissemination of information with a clear indication of the source of funding. You need to understand that advertising in general and it as a marketing tool are two different techniques.

An important function of advertising in the second case is to convey information about the manufacturer's new products to potential consumers. An entrepreneur can spend a lot of money on different promotional campaigns, but if he is not popular with buyers, then it is quite difficult to implement it.

validity;
analysis of the proposed subject of trade.

When a person does not find the specified provisions in the information about the product, then the profit from advertising will most likely come to naught. The arguments by which an entrepreneur can interest consumers in his product are divided into the following types.

Subjective- this is the emotional mood that appears from watching advertising (for example, after the video about the "Fruit Garden" juice).
Objective- this is the specificity of the product (for example, advertising tablets "Mezim").

Communication with buyers through advertising must be exclusive and distinct from the presentation of competitive product information. Uniqueness can be associated with the product, with the scenario of the communication block or the target audience using this product. The consumer should be provided with a special product, otherwise one should not count on successful sales.

If a potential buyer remembered your ad, then it conveyed certain information to him, which expresses the value and effectiveness of the campaign undertaken. According to the level of perception, there are three types of information used in product promotion. .

Information in demand that is accessible, understandable and quickly remembered... You don't need to spend a lot of money for this kind of data dissemination. The ad will work even if you submit a multiple line ad to the newspaper. So, information about writing abstracts and term papers the target audience in the form of students will find it without much difficulty.
Random information that is not remembered or stored in memory with great difficulty... This type of information is associated by consumers with the advertising medium. That is, the future buyer must understand that even if he needed this or that product or service, he can find it there. For example, most customers who decide to replace old windows with new ones realize that they will find many offers in free advertising publications. Accordingly, the task of the window seller is to regularly submit advertisements to newspapers that are freely distributed among consumers.
Unnecessary information that the consumer ignores or it annoys him... There are products designed for a narrow target audience, an overabundance of advertising for such items can make other people nervous. Sometimes the seller does not know which buyer needs his product, and which one will be unhappy with the information he often comes across.

When a person consciously comes to the understanding that he needs the advertised product, he makes a decision and buys it. The goal of marketing is to correctly establish the target audience and create a tool for communicating information about a particular product.

You do not need to make every effort and force to buy your product, you need to correctly approach the formation of a communication campaign that leads the consumer to a conscious purchase. Advertising methods of promoting goods are quite effective if you correctly apply the provisions of marketing.

Promotion method 2. Direct sales

Conducting a dialogue between the seller and the buyer, the purpose of which is to assist in the acquisition of products, is called direct sales. This method of promoting a product does not require cash investments and is considered the highest level of business activity formation, rather than the provision of any services or ordinary retail trade.

Even if all marketing conditions are met, but with a careless attitude to direct sales, the manufacturer will not be able to effectively promote his product. The secret of this type of implementation is that an ordinary seller does not just accept orders, but becomes an initiative earner of transactions.

We do not recommend ignoring direct selling, as this can significantly reduce profits. For example, an entrepreneur chose a good location for a commercial outlet, took a high-quality product in demand for sale, but sellers communicate rudely with customers, are not interested in revenue, and, as a rule, the level of trading operations will be extremely low.

The initial function of personal sales is to transform a sales agent into a dealmaker. The formation of this type of sales of goods consists of two main aspects.

Customer orientation... This method is aimed at identifying the needs of buyers and recommended ways to implement them.
Sales orientation. The method is considered offensive, as it is aimed at aggressively obtaining deals by any means.

Pros of Personal Selling:

personal attitude towards the consumer and the ability to give out all the information about the product;
minimum costs that do not bring financial effect;
feedback from the consumer, allowing you to make changes and additions to promotional activities.

The disadvantage of this method of product promotion is a high level of working costs. The more exclusive the product being sold, the more effective personal selling is.

This method of implementation brings good results when solving the following marketing tasks: searching for potential consumers and information about the market, etc. Relying on competent sales personnel, an entrepreneur has the opportunity to effectively communicate with customers and quickly respond to changes in the market environment.

Promotion method 3. Propaganda

Propaganda is a procedure for building reliable relationships with society through the free use of space and time in the media. The purpose of this tool is to create a favorable attitude towards the company in order to make the most effective communication actions in the future. Propaganda concerns the entire enterprise as a whole, and in order to conduct public advertising, it is necessary to possess a large amount of information about the company, including confidential information.

The most important propaganda mechanisms:

performances: company representatives should be active at the opening of various event events, delivering welcoming speeches at them;
Events: holding and participating in seminars, round tables, online meetings, press conferences, competitions, exhibitions, contests;
news: communicating good news about the company, its products, personnel to the media .;
publications: newsletters, brochures, reports, articles in newspapers and magazines and other materials that can be used as a means of influencing the markets for product promotion;
sponsorship: provision of material and monetary assistance to accompany various events: sports, charitable and other significant for the public;
identification means: application of the company logo, business cards, uniforms for staff, uniform style of office interiors, promotion of advertising materials about the company, development of letterheads with its logo, etc.

The focus of the propaganda is addressed to the following subjects:

consumers: to create a trustworthy business card products (including the environmental friendliness of the product) and the company's reputation, using the method of holding public events, promotions, advertising in the media, etc .;
counterparties: for the growth of the retail network, the involvement of new customers and partners through the organization of presentations, exhibitions, distribution of advertisements, etc. Through events such as product presentation and contact with customers, you can get a double benefit for the company;
key journalists(radio, TV, Internet, press): for the free promotion of information data about new products, important events in the life of the company, using the method of holding press conferences, as well as distributing press releases, etc .;
state and municipal authorities and administration: to participate in social and social projects and sponsorship of cultural events, etc.

Promotional activities are developed and implemented in several stages.

Defining tasks.
Selection of means of communication.
Organization of appeals.
Implementation of activities.
Analysis of the results.

One pattern can be identified: propaganda prevails over advertising with a high level of market monopolization. Otherwise, according to the commercial results, the activities of the first will give less efficiency compared to the second campaign. In any case, propaganda loses to advertising in promoting goods.

Promotion method 4. Promotion of sales

The use of certain tools that are designed to fuel the interest of the target audience in response to various activities within the boundaries of marketing and communication strategies is called sales promotion. This is another tactic for revitalizing the business process.

Sales promotion is a tool for short-term stimulation of the market, which is unable to guarantee either stable demand for products or attracting new regular customers. But an entrepreneur can get results much faster from such a maneuver than from other methods of product promotion.

Incentive tools include: brochures, diagrams, presentations, posters, souvenirs, advertising inside product packaging, calendars, exhibitions, catalogs, stickers, tables, etc.

The focus of this sales promotion tactic is addressed to the following entities.

How to grab buyer's attention: statistics by main channels

Subject	Target	Methods
Buyers	To purchase more items	promotions aimed at promoting new products; various competitions; distribution of free samples (probes); games, lotteries; demonstration of products by the promoter; loyalty programs (discount card, discount for re-purchase, etc.).
Contractors	To influence the number of transactions in the direction of their increase	competent staff training; provision of campaign materials and related trade equipment; provision of information, legal and other services; the implementation of a competition based on the results of sales.
Sales staff	to motivate employees to attract more buyers, as well as to improve the quality of service	material motivation in the form of accruing bonuses, paying bonuses; moral encouragement in the form of awarding letters of gratitude, gratitude; holding competitions among sales managers; payment for travel vouchers for employees who have no comments from the administration of the company; training, retraining, advanced training, treatment of employees at the expense of the enterprise.

12 Promotional Techniques That Will Raise Even Dead Sales

You already use additional and cross-selling, regularly hold promotions, offer “locomotive” goods, and average check not growing? Try to implement non-trivial methods that will attract the attention of even indifferent customers and motivate them to buy. You will learn them from the article electronic journal"Commercial Director".

What determines the applied methods of promoting the company's goods

Promotion campaign goals

The impact of promotion goals on the selected methods can be summarized as follows. If the enterprise is faced with the task of generating information about new products, then the priority should be given to advertising, and not to other types of marketing.

If the goal is to bring detailed characteristics of the product of continuous use, then it is preferable to use personal sales and the method of sales incentives to further attract buyers to retail outlets, while advertising should be used in moderation.

Target market characteristics

The choice of methods for promoting goods is influenced by the prevalence of economic relations of the enterprise, as well as their geographical and socio-economic characteristics. If the market is small, then personal selling is the best way to sell. If the products are sold within a limited region, then your method of promoting the product is the local media. If on a national scale - national mass media.

Product characteristics

The method of promotion is also influenced by the characteristics of the product. To promote technical goods, it is better to use personal sales; products intended for a mass consumer - advertising campaigns; seasonal products - increased sales and sales promotion techniques.

It is sometimes impractical to have a staffed staff of trade managers throughout the calendar year, since it is not always necessary to apply the personal sales method.

Product life cycle stage

The choice of methods for promoting a product depends on what stage of the life cycle a particular product is at. It is good to accompany the stage of entering the market of a new technical product with personal sales and promotion of sales, and of items of everyday demand - with advertising campaigns.

During the stagnation stage, marketers tend to cut back on the promotion of the old product. Communicative information blocks are no longer so effective tool as they were at the time of product introduction. In this case, it is better to use the method of direct sales and sales promotion.

Price

The cost of goods has a significant impact on the choice of the method of their promotion. Increasing personal sales will require high-priced products, and advertising tactics are great for low-cost products.

The possibility of using the method

The choice in the application of this or that method of product promotion depends on its delivery to the target audience. So, for example, at the state level there may be a ban on advertising of a particular product (alcohol, tobacco). The aggravation of the problem is observed during the promotion of goods for export.

Effective modern methods of promoting goods and services

Promotion method 1. BTL events

The concept below the line (with in English- "below the line") carries a full range of practical activities. The term arose by accident: the director of an American firm had to approve a budget for an advertising campaign that included classic media coverage.

The manager considered that such events would not be enough and, under the line of existing costs, added by hand additional costs for the distribution of free samples of goods, promotional coupons for participating in contests and receiving gifts.

In modern reality, the buyer enjoys having a wide assortment when purchasing the things he needs, since he has unlimited access to a large set of goods and services. For a person, the ability to choose, satisfaction of needs, personal positioning, the need for participation in the creation of new public goods are important.

If the target audience of the manufacturer consists of such buyers, then each time it becomes more and more difficult to develop an effectively selling product. This is why new methods play an important role in promoting a product to ensure customer loyalty. After all, they guarantee bringing a unique product to a specific buyer. BTL services have all of the above qualities, and therefore, they are actively developing in the Russian Federation.

The main tools used in the BTL field:

competition - a procedure for promoting a product, as a result of which buyers perform a specific task, show their knowledge and skills in order to pick up the prize of the competition;
presentation - presenting a product with a demonstration of its characteristics and specifics;
tasting - providing an opportunity for future consumers to taste the product;
distribution of advertising and informational materials (leaflets, discount coupons) - the offer of special tools to stimulate sales or the design of advertising at retail outlets, which would allow actively selling the promoted product right in the store.
sampling - distribution of samples (probes) of the advertised product;
lottery - an event during which a winner is randomly determined;
premium (a present for the purchase of a product) - product promotion through the introduction of a special offer.

Promotion method 2. Telemarketing

One of the new methods of product promotion, used in addition to advertising or direct sales, can be used both as programs for finding information and for distributing it. This method performs the following tasks:

networking with regular customers ;
highlighting real "pickups" from publicly available mailing lists;
direct sales future buyers by phone;
using relationships for the production of a new product;
hosting an event after implementing direct selling programs;
further work with sales leads that were attracted through advertisements, direct selling events or through intermediaries;
establishing contacts with customers within the boundaries of the marketing relationship program;
attracting recoiling consumers by offering them new products that arouse their interest;
holding marketing research, and the use of various surveys and surveys to further assess customer response to new products.

On the basis of this method of product promotion, it is possible to obtain a variety of information from the participants, conduct their analysis, and also use information bases for the development and implementation of further marketing programs.

Promotion method 3. Event marketing

This is a set of implemented measures to support the image of the enterprise and manufactured goods, to promote the brand through unforgettable and bright events. That is, with the help of certain actions, the company contacts its customers, which, in turn, creates a favorable image of the company and consumer interest. The types of event marketing activities are presented below.

Special events(special events): advertising tours, festivals, sports competitions, organization of city holidays, awards, actions for the media. Such events are favorable for the creation of the company's image, as well as for the formation of brand reliability. As a rule, after a successful event, a positive response from the target audience follows in the form of increased loyalty to the company and a pronounced interest in the product produced by regular and potential buyers.
Events for partners, dealers and distributors(trade events). Such events are of both business and entertainment nature, for example: presentation, round table, reception, seminar, congress, conference, forum. The purpose of such actions is to visually demonstrate the positive qualities of products, bring the latest products or services to consumers, exchange experiences, find new partners, etc.
Corporate events(corporate events): celebrating state and professional holidays, company jubilees, employees' birthdays, joint weekend with the team. Such events allow the director of the enterprise to become a more authoritative and respected leader for his subordinates, effectively convey the ideas of the company's administration to each employee, and show the care and attention of the management to the personnel.

Promotion method 4. Children's marketing

Children have long been recognized as full-fledged and special consumers, and, as a result, such a method of product promotion as children's marketing has appeared. To develop such strategies aimed at the younger generation audience, it is necessary to deeply study its specifics.

A manufacturer of children's goods should focus on the needs of schoolchildren and younger children, as well as on the perception of the world through the eyes of a little person. For such marketing, not only quality and appearance products, but also packaging, as well as the methods used to promote and distribute the goods.

Children's needs change with the psychological and physiological growth of the child. This category of the population gives an instant reaction to any social and social changes; marketers successfully use this feature when developing and promoting children's products. Consider why the younger generation is an extremely attractive target audience for marketing:

children are very emotional when buying goods that are interesting to them, they easily say goodbye to money;
often the guys independently manage their pocket money;
children have influence over parents who buy many items for them;
the child, as a rule, retains an interest in a certain brand of this or that product for a long time;
children spend a lot of time watching TV, and, accordingly, advertising.

The children's audience is more often represented not by buyers, but by users. The product for the child is purchased by the elders, but the role of the child in making the purchase decision is significant. Parents listen to the desires of the child, assist in choosing a particular brand. As a result, when the final decision on the purchase of a children's product is voiced by a child, it was made under the influence of the opinion of adults. Manufacturers and marketers that rely on children's marketing need to understand this.

Promotion method 5. Promotions

To become more famous, companies organize various shows and presentations, sponsor social events, city holidays, competitions, festivals, where they widely conduct advertising campaigns and distribute free samples of goods.

The manufacturer is interested in the quick response of the consumer to actions to promote the sale of a new product. To date, promotions are the most effective method of promoting a product, it is not surprising that the number promotional activities increased.

It is important not only to show the buyer a new product, you need to do it brightly, boldly, and with high quality. To similar promotions you should approach responsibly, you need to purchase materials, arrange transport support, order souvenirs, invite the media for viewing the event, arrange price lists, catalogs, brochures, leaflets, business cards, invitation cards, etc. in advance.

Decide which of the staff will actively offer your product to customers. Promoters are specialists who advertise products, who must have the skills of cultural communication with potential consumers. The activity of promoting products directly depends on their professionalism.

Promotion method 6. Merchandising

Merchandising refers to new methods of promoting products. Techniques of this kind can completely replace the ordinary seller. This technique attracts the buyer to the product right at the point of sale.

The main goal of merchandising is to make products easily accessible and attractive, as well as to simplify the procedure for purchasing them. The functions of the method are:

control over the availability of goods on the shelves of outlets, taking into account the popularity of certain items;
organization of sales points and their supply with all the necessary materials;
provision of display and location of products, i.e. presentation of specific products.

It is first necessary to create a commensurate stock of goods, and then they are placed in retail outlets in a certain range and volume. In merchandising, it is extremely important to correctly select and place promotional materials, such as:

price tags,
stands,
booklets,
coin boxes,
posters,
suspended and floor models of products.

Display of goods (exposition) is considered one of the most important methods of merchandising.

Exposition - the procedure for placing products on a specialized trade equipment... If the display of the goods is made in places that are striking to the potential buyer, and the packaging of the items itself has a presentable appearance, then the sales of such products grow quite quickly.

Promotion method 7. Packaging

The appearance of the product should not be underestimated as it plays a large communicative role in marketing.

Packaging (package) is a kind of product shell, which is a progressive and independent form of promotion. It can be used as a tool for presenting and communicating information sent through marketing communication... In the conditions of modern reality, packaging is a significant means of influence through which the manufacturer communicates with customers.

Due to the fact that most of the outlets are focused on self-service, the role of the outer shell is great and has a significant impact on the degree of product promotion on the market. Packaging should attract the buyer to the product, convey its features and characteristics, assure the consumer of the quality of the product, create a good impression, etc.

An important role is played by increasing the income of buyers. As the prosperity of consumers rises, so does the willingness to pay for quality, reliability, brand, convenience and, among other things, for improved packaging.

The manufacturer himself understands that good packaging helps in advertising a product, in brand recognition. A creative and innovative approach to packaging design also benefits the manufacturer in promoting the product, and allows the designer of the company to carry out their creative ideas.

Promotion Method 8. Kinomerchandising

When designing and developing packaging, the manufacturer often focuses on one or another film or cartoon character, as well as on any items that are widely used by them. It is extremely effective to use film brands on the product market.

Against the background of a certain figure of a character from the film, promoting a product gives a certain advantage to a manufacturer. This reduces the cost of launching new products and significantly reduces the time for new products to enter the market.

Due to the fact that on-screen heroes are widely known and recognizable, consumers quickly remember trade marks using film brands to promote their product.

An example of cinematic chandising (the figure of the Hulk in mall, Bangkok)

Expert opinion

Features of promotion using event marketing

Sergey Knyazev,

general producer of the Knyazev group of companies, Moscow

When there is a need to increase sales throughout all of Russia, then you need to hold a mega-event in the capital of the country, which would cause a resonance in the federal media, or organize a number of actions in the largest cities of Russia. The budget for measures to stimulate the sale of products in the country will be 25-100 million rubles, for the promotion of goods in a particular region - 2-20 million rubles.

The main items of expenditure: coordination of events with the city administration, finding a site for their holding, elaboration of a script, technical support (light, sound, monitors, special effects, etc.), preparation of props, costumes, decorations, inviting media outlets, artists, well-known public people, etc. We must not forget about the secondary costs, depending on the specific theme of the action.

It is not at all difficult to determine and record the result: set the level of sales before and after the event. The totals can be calculated both as a percentage and in units of goods sold. Applications are a good indicator, evaluate the number of orders for a product (service) before and after the event.

Take a survey sales representatives and dealers of your company, they, like no one else, will see changes in the increase in demand for your product. For example, our company organized a fireworks festival with the aim of consolidating the Sharp brand on the market.

The festival attracted half a million audience, various media covered the event in their publications. After a large-scale holiday, many retail chains that sell products from this manufacturer saw a sharp rise in sales of Sharp products. The result of this event persisted for quite a long time.

The main methods of promoting goods on the Internet

Creation of your own website

Almost any company has its own web resource, the address of which it actively distributes on the Internet. On the site you can find a full amount of information about the work of the enterprise, prices for products or services, contact information, etc. Often a web resource is made in the form of an online store. Within its framework, a potential client is invited to choose one or another product, see the characteristics declared for it, consumer reviews, buy products with home delivery. Modern sites are equipped with a callback ordering service.

SEO optimization

SEO optimization is a set of actions that are used to increase the ranking of a company's website when indexing its content by well-known search engines such as Google, Yandex, Rambler and others. The purpose of this technique is to increase the number of visits to the company's website and, accordingly, the number of future buyers.

Banner advertising

Banner and contextual advertising is a fairly effective method of promoting goods on the Internet. An ad in the form of a banner, that is, a graphic drawing with a link to the company's web page, posted on resources with a large number of visitors, is extremely effective for promoting a product.

Such popular and active sites, in addition to bringing useful content to people, are large advertising platforms used by various companies to promote their products. Such information attracts potential consumers, arouses interest in a new unique product, thereby provoking their purchase.

contextual advertising

This type of advertising is also widely used to promote a product. It works effectively and quite simply: information about your company or a new product is displayed on specialized sites, the target audience of which coincides with the topic of the advertised product.

Viral marketing

Viral marketing is about actively spreading the information you need over the Internet. In a couple of hours, a huge number of users can find out about your product or a planned event. This method of product promotion is widely used by entrepreneurs.

The effectiveness of such a technique does not need to be proven. The main advantage of the method: the absence of cash costs, since the information goes to the people without the involvement of specialized advertising agencies. A person who has received such an advertisement is in advance favorably disposed towards it due to the fact that it came from the same user.

Social networks

SMM promotion is an excellent method of promoting a product in in social networks... These Internet platforms contain a huge number of users, therefore, by advertising itself and its products using SMM, the company will definitely find a target audience that will increase its sales of one or another product. Marketing on social media is long-term and completely free.

Email newsletter

Email newsletters are also popular and effective method product promotion. Product advertisements are sent to addresses Email Internet users. These emails contain information about upcoming events, contests, discounts, promotions, bonuses, etc.

Companies using this method of product promotion should not forget that users must first agree to receive such a mailing list.

How to Avoid Spam: 10 Secrets of Good Email Marketing

Expert opinion

Free ads can be better than paid ads

Kirill Redin,

General Director of the trading and production company "Octopus-DV", Khabarovsk

In 2011, our company developed high-quality selling texts and distributed them on such free advertising platforms as "From Hand to Hand", "Price Pulse", "Goods and Services", etc. Sales increased 3-4 times, which was about thirty doors in a month. During this experimental period, we did not submit any advertising other than in free publications.

Previously, we searched for buyers in the chat rooms of construction sites, where users shared with each other successes and failures in repairs, the choice of materials, brand ratings, etc. The manager of our company began a correspondence and talked about the high-quality inexpensive doors that he installed at home ... Entering such dialogues on 25-30 specialized sites, we were able to sell 4-8 doors in a week.

Flaws. Time spent. At least one supervisory specialist is required.

What are the methods of promoting goods to the market with minimal costs

Method 1. Shows

An excellent way to advertise your company among competitors and consumers is to participate in an exhibition. To do this, you do not need to rent an expensive site or set up a stand. Think about how you can creatively and effectively take part in the exhibition, while getting the maximum amount of data on potential partners and clients, as well as making yourself known.

Carefully review the invitation of the exhibition organizers and the venue, look for a low-budget way to showcase your activities. It is enough just to place the name of the company in the event catalog or on the website. You can rent a couple of square meters at the entrance to the exhibition, hire a teenager who will distribute tasty or healthy little things, accompanying them with business cards with the contact information of your company.

Method 2. Press releases

Weekly press releases about your firm's work are a good way to promote your product. You should not make them very voluminous, enough text on half an A4 sheet, accompanied by several key phrases about the company.

Informative reasons for press releases about the company should be sought throughout the week. Organize a data collection and processing scheme. Submit articles about the company in all possible ways: websites, corporate publication for regular consumers, newsletters, advertisements on the trading floor, etc.

You can register your message free of charge in the press release catalogs. Be actively involved in sending company news to various publications in your area, both print (newspapers, magazines) and online media.

Method 3. Cases

Cases are called success-stories or case-studies, they differ from each other in nature, but the essence is the same - to demonstrate to people of your target audience using a specific example of solving their difficulties. It is better to write the story according to the schemes: “problems – solutions – efficiency "," unsatisfactory – great AFTER. " Such stories are interesting to users.

Plots should not be presented automatically and dryly, they should be humanized. You need to write stories in simple language, imagine that you are addressing the story to your friend. The main thing in such narratives is not to set the goal of increasing sales, you just report some events and show how you got out of this or that situation, while the other person is suffering. In this case, you do not impose information, you share with it.

Method 4. Reviews

It is imperative to collect testimonials from your customers from the moment you first started doing business. If your client is a well-known business, then use it as an example in your advertising campaigns.

Promotion of goods to the market refers to the use of various methods by which a seller can convince a buyer to buy a given product. The techniques for promoting goods are:

informing consumers about the product (where you can buy the product, what is its price and other information about the characteristics of the product);
conviction of the merits of the product, motivation to buy this product;
a product reminder to stimulate additional demand.

The following means of promoting products to the market are distinguished:

Personal (personal) sale. It is the regular contacts between the seller and the consumer. The seller, when serving a client, must inform him of all necessary information about the product, how to use it correctly.
Advertising. It is a paid product newsletter that is distributed through the media. Advertisements are aimed at calling for the purchase of a particular product. Advertisement consists of two main parts: the text part, and the artistic, graphic part of the advertisement. Ads should communicate necessary information, be transferred a sufficient number of times, promote the sale of products, generate income that covers the costs of its creation.
Public relations. Good public relations contribute to the success of most firms. That is, it is necessary to maintain good relations with the local population, sponsors, government agencies, and the media. Most consumers prefer reputable firms that have created a favorable image of a reputable firm for themselves.
Sales promotion. This tool improves the effectiveness of advertising and personal (personal) selling. Sales promotion includes the following activities:
- rewarding sellers for good work;
- application of special discounts to the price in case of poor sales of goods;
- distribution of free samples of new products;
- free attachment of a small souvenir to the product;
- organization of exhibitions;
- issuance of coupons that make it possible to purchase goods at a discount;
- holding contests and lotteries.
Service. Satisfying customer requests, quality customer service can guarantee new orders in the future. The service builds trust in the company. An example is the establishment warranty period goods, the possibility of return or exchange of goods, elimination of a malfunction.
Creating a positive public opinion... This method is a free communication about a company or its products through the media. For example, a speech by a company representative on television or radio, a press conference.

Advertising

A manufacturer in a market economy, with the help of advertising and other sales promotion techniques, tries to gain an advantage over competitors. Business success is determined not only by the size of the initial capital, but also by the quality of business communications. The types of business communication are very different. This includes: conferences, exhibitions, seminars, presentations, press conferences, interviews, round tables, business lunches, negotiations. But the most basic type of communication is advertising.

Purpose of advertising- to increase the market share of the manufacturer of the goods and to strengthen the loyalty of consumers in relation to the product. This means that the firm hopes to move the demand curve to the right while reducing its price elasticity.

Advertising is considered any appeal of the manufacturer, the seller or their representatives to a potential consumer-buyer. In the mid-1990s, the US advertising market was estimated at $ 250 billion a year (it has tripled over the past 10 years); in France at 30; billions of dollars (trebled over 7 years); in Russia at $ 1 billion, but the tripling happened in two years. Turnover Russian market advertising in 1996 increased by 10% over 1995 and amounted to 1.1 - 1.5 billion dollars. At the same time, the turnover on television reached 344 million dollars, the press accounted for about 700 million dollars, outdoor advertising about 80 million dollars ("Advertising business" by EA Utkin). In the 2000s and 2010s, these values increased many times.

Exists different kinds advertising messages: informational, reminiscent, image. You can also highlight social advertising addressing universal human values (preservation of the environment, health, etc.). Information advertising brings to the attention of the consumer information about the manufacturer, the product and its qualities, methods of purchasing the product or receiving additional information... The ultimate goal of information advertising is to create or increase sales of products.

daily newspapers, which, in turn, can be subdivided into business, entertainment, national and local; weekly publications are also divided into business, socio-political and thematic;
illustrated monthly publications, mainly of a popular science or entertainment nature;
technical and professional publications;
advertising and informational publications can be free, have a symbolic or quite real price.

The main factors influencing the choice of a publication are circulation and volume of sales, audience, image of the publication and its life cycle(for daily newspapers - two days, for weekly editions - 10 days, for monthly newspapers - about 50 days), circulation rate (average number of readers of one copy).

An important place is occupied by advertising on television. The disadvantages of advertising on television are that information is poorly remembered, and an abundance of ad units annoys consumers, and this reduces the effectiveness of television advertising. Radio lags far behind television.

In the last 10-15 years, advertising on the Internet has been booming. Even traditional businesses like funeral agencies began to actively promote themselves in service aggregators. For example, many funeral agencies use a directory of funeral agencies, some order other types of online advertising. Now on the Internet you can find almost any commercial proposal, and in terms of audience coverage, the largest Internet sites are comparable to targeted channels.

Outdoor advertising plays an important role: posters, stands, billboards, scoreboards, as well as direct-mail (direct mailing of advertising materials).

Point of sale advertising (POP), which accounts for an average of 5% of a firm's marketing budget, is intermediate between media advertising and sales promotion. It covers: information activities the store itself (posters, posters, panels, video tapes, radio announcements), the techniques used by the manufacturer (racks, stands, video systems, carts, smells), joint events between manufacturers and sellers (personnel uniforms, exposition, containers, bags and other packaging materials).

When forming advertising budget it includes the costs of creating advertising materials and their placement in the media, as well as the associated administrative costs ( wage advertising department employees or consultant fees). In accordance with another approach, a unified marketing budget is formed, which includes research costs (on average about 15% of total costs), sales promotion (about 50% on average), advertising (about 30%) and public relations ( around 5%).

1 - research costs;
2 - the cost of sales promotion;
3 - advertising costs;
4 - costs of public relations.

Distribution channel (sales) - a set of ways to promote goods from manufacturer to consumer. Types of distribution channels for goods:

Producer -> consumer. This channel represents the direct, direct sale of goods by the manufacturer to the end consumer. For example, a private bakery sells its bread in its own store.
Manufacturer -> Retailer -> Consumer. In this case, manufacturers first sell their product to retailers, who then resell the product to the final consumer. Most often, such a channel is used to sell clothes.
Manufacturer -> Wholesaler -> Retailer -> Consumer. This distribution channel is suitable for selling household appliances.
Manufacturer -> trading agent(broker) -> wholesaler -> retailer -> consumer. This distribution channel is used in those industries in which the sale of goods is carried out by specialists.

The choice of the distribution channel depends on following factors: the number of points of sale of goods, distribution costs, the degree of control over the movement of goods through the channels. Distribution channels of goods:

Transport

Distribution of goods includes the following costs: transportation costs, storage costs, administrative costs, other distribution costs.

Transportation costs of products represent a significant portion of the total distribution costs. When choosing a mode of transport, the company is guided by the following task - to achieve the most efficient method of distribution as a whole at minimum costs. Transportation can have a significant impact on the sales of goods. The faster a firm delivers its goods, the more advantage it will get over its competitors.

The following types of transport are distinguished:

Freight, automobile. This type is used most often. The advantage of this type of transportation lies in the ability to transport cargo on highways at any time, in the ability to deliver cargo "door-to-door". The disadvantage is the inefficiency of transporting heavy and bulky commodities such as metal or coal.
Railway transport. This type of transport is characterized by the ability to transport heavier and more varied cargo. But the disadvantage is that it is impossible to deliver goods exactly to the consumer by rail.
Water transport. This is the cheapest form of transport. This type is mainly used to deliver goods such as oil, coal, ore, cotton and timber. The disadvantage is that the ships are slow and the voyages are infrequent. Also, this may be accompanied by unnecessary costs associated with the delivery of goods to the port, with damage to goods.
Air Transport. This is the fastest mode of transport. The disadvantage is the limitation on the size and weight of the cargo. Also, airports are located in certain places, flights depend on weather conditions.
Pipelines. This type of transportation is used to deliver gasoline, natural gas, coal or wood chips in a liquid medium. But this transportation is very slow.

Transport can have a huge negative impact on environment: aircraft and car noise, gas emissions, deforestation for road construction, pollution of oceans and seas as a result of damage to oil tankers, etc.

Features of promoting a new product

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

In a highly competitive environment, marketing strategy and advertising activity alone is not enough. To maintain the reputation and position in the market, it is necessary to improve the offerings according to 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. It is necessary to monitor the behavior of the target audience and build an appropriate promotion strategy.

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

The reason for updating and expanding the range can be economic and financial crises... Companies develop anti-crisis promotion programs, for example, the creation of profitable seasonal offers that will not only allow them to survive the 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 gives the product a strong position and high profitability.

The process of launching 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 also apply to promoting new products. Depending on the specific market situation, the company chooses its own set of tools after conducting marketing research. Experts do not recommend acting on intuition using outdated methods. 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 bringing a new product to market is complicated by the uncertainty that arises in any market. Will there be a demand for the product? How will competitors react? To mitigate all risks, companies must adhere to a clear sequence of actions to promote new products.

The main stages of promoting a new product:

marketing research of the market;
product positioning;
positioning of the company;
sales forecasting;
marketing plan;
testing a new product.

Remark 2

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

Experts recommend regularly studying global trends. Many new products, which have long taken strong positions abroad, can be promoted in 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, you should evaluate the novelty, describe its strengths and weaknesses to determine the future value and the degree to which it will meet customer expectations.

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 selling propositions (USP) are drawn up and advertising campaigns are carried out.

The next stage is the study of competitors. The company should identify its direct and indirect competitors, evaluate their activities, determine the strengths and weak spots... 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 opposite 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 we can assume that there will be successful project or not, whether the costs will pay off and for how long. Forecasts are made based on the study of the target audience, sales of similar products in the past, market trends, etc.

When drawing up marketing plan the main means and tools are determined:

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

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

The last stage of the promotion process is testing a new product. Before starting sales, you should check whether these products will be in demand or not. To do this, the product is sold in a small batch, for example, in one point of sale, the reaction and attitude of consumers is studied. Based on the results of the study, a decision is made to launch a new product, adjust it or terminate production.

Ways to promote a new product on the Internet

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

Each product has its own marketing strategy, 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 catalogs;
promotion through advertising campaigns (contextual advertising, etc.).

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