Our first post (linked above) about the message explains the why of the marketing campaign. Why is the campaign needed? The answer should always be one of three:
– 1) It's driving sales for a specific product
– 2) It's building hype
– 3) It's building the brand
This post is about how that's done.
Driving sales is easy when and brand is known and the hype (or demand) is well established. It's enough to tell the audience that the product is now available. It's direct.
Asking people to buy something 'cold' on the other hand is very difficult. That's where the promotion comes in.
The promotion has two jobs, which is why it's split in two. It has to explain what is being offered (building brand), and it has to make who it's for want it (creating hype).
What It Means
Promotion is making sure people know about your product. Sales means reaching out to people and asking them to buy your product. These are not the same thing.
One without the other doesn't work well though. If people don't know you (no promotion), sales methods will be considered spam. If people don't know what you're offering (no sales), they can't buy it.
This is why the strategy has to match the standing of the brand and the product offered. Here we'll outline the five available methods to do marketing (the umbrella term for everything).