Promotion refers to raising customer awareness of a product or brand, generating sales, and creating brand loyalty.

It is one of the four basic elements of the market mix, which includes the four P's:

  • price
  • product
  • promotion
  • place

Promotion is also defined as one of five pieces in the promotional mix or promotional plan. These are:

  • personal selling
  • advertising
  • sales promotion
  • direct marketing
  • publicity
A promotional mix specifies how much attention to pay to each of the five factors, and how much money to budget.


Top Ten Promotional Strategies

  • Contests

    Contests are a frequently used promotional strategy. Many contests don't even require a purchase. The idea is to promote your brand…

  • Social Media

    Social media websites such as Facebook and Google+ offer companies a way to promote products and services in a more relaxed…

  • Mail Order Marketing

    Customers who come into your business are not to be overlooked. These customers have already decided to purchase your product. What…

  • Product Giveaways

    Product giveaways and allowing potential customers to sample a product are methods used often by companies to introduce new food and…

  • Point-of-Sale Promotion

    Point-of-sale and end-cap marketing are ways of selling product and promoting items in stores. The idea behind this promotional strategy is…

  • Customer Referral Incentive

    The customer referral incentive program is a way to encourage current customers to refer new customers to your store. Free products,…

  • Causes and Charity

    Promoting your products while supporting a cause can be an effective promotional strategy. Giving customers a sense of being a part…

  • Branded Promotional Gifts

    Giving away functional branded gifts can be a more effective promotional move than handing out simple business cards. Put your business…

  • Customer Appreciation

    An in-store customer appreciation event with free refreshments and door prizes will draw customers into the store. Emphasis on the appreciation…

  • After-Sale Customer Surveys

    Contacting customers by telephone or through the mail after a sale is a promotional strategy that puts the importance of customer…