An overview of the author’s talk with the ABM strand of the high school students of the International School of Asia and the Pacific

What is business product promotion?

Business product promotions refer to marketing strategies and tactics used by companies to promote their products and increase sales. The goal of product promotions is to generate interest and excitement among potential customers, and to persuade them to buy the product. Product promotions can take many forms, including advertising, discounts, contests, product demonstrations, and more.

Product promotions can be an effective way for companies to reach their target audience, build brand awareness, and drive sales. They can also help companies differentiate their products from those of their competitors and position their products as the preferred choice for customers.

It’s important for businesses to carefully consider their target audience, goals, and budget when planning and executing product promotions, in order to maximize their impact and achieve their desired results.

Learning Outcomes

Upon completion of the talk, the attendees will be able to.

Explain the key components of a successful product promotion.
Know of different types of product promotions.
Develop a comprehensive product promotion strategy.
Test and Optimize product promotions.

Key components of a successful product promotion

1.Target audience analysis: Understanding who your target audience is, their needs, and what they are looking for in a product.

A company that sells trendy backpacks wants to promote its latest collection to high school students. The target audience for this product is fashion-conscious high school students aged 14-18 who are looking for stylish and functional backpacks for school.

To conduct the target audience analysis, the company gathers data from various sources, such as customer surveys, social media analytics, and online forums. The data reveals that the target audience is highly active on social media, particularly on Instagram and TikTok, and often turns to influencer recommendations and online reviews before making a purchasing decision. They also prioritize stylish design, good quality, and practical features when choosing a backpack.

Based on this data, the company creates a persona of a typical target customer: a 16-year-old student named Mia, who is fashion-conscious and looking for a stylish and functional backpack for school. She is highly active on social media, frequently follows influencers and reads online reviews, and prioritizes stylish design, good quality, and practical features when choosing a backpack.

Using this information, the company develops a product promotion strategy that focuses on reaching Mia and other high school students like her through social media and influencer marketing. They also highlight the stylish design, good quality, and practical features of their latest backpack collection in their promotional content to appeal to Mia’s priorities.

By conducting a thorough target audience analysis, the company is able to create a more effective product promotion that resonates with its target audience and helps increase sales of its latest backpack collection to high school students.

2. Clear goals: Identifying the specific goals you want to achieve with your product promotion, such as increasing sales, building brand awareness, or generating leads.

A company that sells a new line of smart home devices wants to promote the product to a wider audience. The clear goals for this product promotion are:

Increase sales: The primary goal of the promotion is to increase sales of the new line of smart home devices, by reaching a larger audience and convincing them to purchase the product.

Build brand awareness: The promotion is also designed to build brand awareness for the company and its products, by showcasing the features and benefits of the new line of smart home devices.

Generate leads: In addition to increasing sales and building brand awareness, the promotion will also aim to generate leads for future marketing campaigns, by collecting data on people who express interest in the product.

Establish the brand as a leader in the smart home market: The promotion will also aim to establish the brand as a leader in the smart home market, by positioning the new line of smart home devices as a top choice for tech-savvy consumers.

Drive online traffic: The promotion will also aim to drive online traffic to the company’s website and social media channels, by promoting the product through targeted online advertising and influencer marketing.

3. Channel selection: Deciding on the most effective channels for promoting your product, such as social media, email marketing, influencer marketing, or paid advertising.

Channel selection is the process of determining the most effective channels for promoting a product. The goal of channel selection is to reach the target audience in a way that is efficient, cost-effective, and maximizes the impact of the promotion. There are many different channels that can be used for product promotions, including:

Social media: Social media platforms like Facebook, Instagram, Twitter, and TikTok provide a large, engaged audience and offer many opportunities for promoting products, such as sponsored posts, influencer marketing, and interactive content.

Email marketing: Email marketing can be an effective way to reach a large, targeted audience and promote products directly to their inboxes.

Influencer marketing: Influencer marketing involves partnering with popular social media influencers to promote products to their followers.

Paid advertising: Paid advertising, such as Google AdWords or Facebook Ads, can reach a large, targeted audience and drive traffic and sales to a product.

Product demonstrations: Product demonstrations, such as in-store demonstrations or online product demos, can help educate potential customers about the product and build interest.

Contests and giveaways: Contests and giveaways can generate buzz and excitement around a product and encourage people to take action.

Public relations: Public relations, such as press releases and media outreach, can help build brand awareness and generate coverage for a product.

When selecting channels for a product promotion, it is important to consider the target audience, the goals of the promotion, the budget, and the strengths and weaknesses of each channel. By carefully considering these factors and selecting the most effective channels, a company can maximize the impact of its product promotion and achieve its desired business outcomes.

4. Compelling content: Developing engaging and informative content that highlights the benefits and unique features of your product. This could include product demos, testimonials, case studies, and more.

Product demonstrations: Product demonstrations, such as video tutorials or in-person demonstrations, can help customers understand how a product works and what makes it special.

Testimonials: Customer testimonials, such as video or written reviews, can provide social proof and help build credibility for a product.

Case studies: Case studies that show how a product has helped real customers achieve their goals can be an effective way to showcase the benefits of a product.

Infographics: Infographics can make complex information easy to understand and share, and can help build interest in a product.

Interactive content: Interactive content, such as quizzes or games, can be a fun and engaging way to promote a product and build interest.

Blog posts: Blog posts that provide information, tips, or insights related to a product can help build credibility and establish the company as an expert in its field.

Social media posts: Social media posts, such as images, videos, or animations, can be an effective way to reach a large, engaged audience and build interest in a product.

5. Incentives: Offering special promotions, discounts, or other incentives to encourage people to try your product.

Incentives are rewards or benefits that are offered to encourage people to take a desired action, such as purchasing a product or signing up for a service. Incentives can be a powerful tool in product promotions, as they can motivate people to take action and increase the chances of a successful promotion. Some examples of incentives that can be used in product promotions include:

Discounts: Discounts on the product or related products can be an effective way to encourage people to make a purchase.

Free gifts: Offering free gifts, such as a complementary product or accessory, can be a way to provide added value and make the promotion more appealing.

Contest or giveaway: Running a contest or giveaway can generate excitement and interest in a product, and encourage people to participate in the promotion.

Loyalty programs: Loyalty programs, such as points or rewards systems, can encourage repeat purchases and build customer loyalty.

Early access or exclusive offers: Offering early access or exclusive offers to a product can create a sense of urgency and motivate people to take action.

By offering incentives as part of a product promotion, a company can motivate people to take action and increase the chances of a successful promotion. However, it is important to carefully consider the type of incentive and the target audience, to ensure that the incentive is relevant and appealing to the target audience.

6. Measurement and reporting: Setting up tracking and reporting systems to measure the success of your product promotions and make data-driven decisions for future campaigns.

Measurement and reporting is the process of setting up tracking and reporting systems to measure the success of product promotions and make data-driven decisions for future campaigns. This involves identifying the metrics that are most relevant to the goals of the promotion, and tracking and reporting on these metrics to understand the impact of the promotion and identify areas for improvement.

For example, if the goal of a product promotion is to increase sales, the metrics that might be tracked and reported on could include:

Sales: The number of units sold during the promotion and the total revenue generated from the promotion.

Traffic: The number of visitors to the product website, social media pages, or other online channels during the promotion.

Conversion rate: The percentage of visitors who take a desired action, such as making a purchase, during the promotion.

Lead generation: The number of leads generated from the promotion, such as email addresses or contact information.

Brand awareness: The impact of the promotion on the brand’s visibility and reputation, as measured through metrics such as social media engagement, online mentions, or media coverage.

By setting up tracking and reporting systems to measure the success of product promotions, companies can make data-driven decisions for future campaigns and optimize their marketing efforts to achieve better results. This can help companies to maximize the impact of their promotions, increase sales and revenue, and build brand awareness and customer loyalty.

7. Testing and optimization: Regularly testing different promotions and marketing strategies to see what works best and continuously optimizing your approach based on the results.
Testing and optimization is the process of experimenting with different marketing strategies, tactics, and content to identify the most effective approaches for promoting a product. This involves creating and implementing several variations of a product promotion, and measuring the results of each variation to determine which approach is most effective.

For example, a company might test different versions of a product demonstration video, such as a short and snappy video, a longer and more in-depth video, or a video that features a celebrity endorsement. The company would then measure the results of each video, such as the number of views, engagement, and conversions, to determine which video was most effective in promoting the product.

Based on the results of these tests, the company can optimize its product promotion by focusing on the most effective approaches and making improvements to other elements of the promotion, such as the messaging, the target audience, or the distribution channels. This process of testing and optimization can be repeated over time, to continuously improve the effectiveness of the product promotion and achieve better results.

Testing and optimization is an important part of product promotion, as it allows companies to make data-driven decisions and continually improve the effectiveness of their promotions. By testing and optimizing their promotions, companies can achieve better results, increase sales and revenue, and build brand awareness and customer loyalty.

The different types of product promotions

Sales promotions: Sales promotions are short-term incentives designed to drive sales, such as discounts, buy-one-get-one-free offers, or limited-time deals.
Product demonstrations: Product demonstrations, such as in-store demonstrations or online product demos, can help educate potential customers about a product and build interest.
Influencer marketing: Influencer marketing involves partnering with popular social media influencers to promote a product to their followers.
Contests and giveaways: Contests and giveaways can generate buzz and excitement around a product and encourage people to take action.
Public relations: Public relations, such as press releases and media outreach, can help build brand awareness and generate coverage for a product.
Loyalty programs: Loyalty programs, such as points or rewards systems, can encourage repeat purchases and build customer loyalty.
Free trials: Offering free trials of a product can encourage people to try the product and make a purchase.
Referral programs: Referral programs, such as referral discounts or rewards, can encourage existing customers to refer new customers to the product.
Product launches: Product launches, such as new product announcements or special events, can generate excitement and interest in a product and help build brand awareness.

By understanding the different types of product promotions, companies can choose the most effective approach for promoting their product, based on their target audience, budget, and marketing objectives.

How to create a comprehensive product promotion strategy?

Define your goals: Start by clearly defining your goals for the product promotion. What do you want to achieve? How will you measure the success of the promotion?
Know your target audience: Next, research and understand your target audience. Who are they? What do they care about? What motivates them to take action?
Choose your channels: Based on your target audience and goals, select the most effective channels for promoting your product. Will you use social media, email marketing, influencer marketing, paid advertising, or a combination of channels?
Create compelling content: Develop engaging, informative, and persuasive content to promote your product, such as product demonstrations, testimonials, case studies, infographics, or interactive content.
Offer incentives: Consider offering incentives, such as discounts, free gifts, contests, loyalty programs, early access, or referral programs, to encourage people to take action and purchase your product.
Test and optimize: Test and optimize your product promotion by experimenting with different strategies, tactics, and content, and measuring the results to identify the most effective approaches.
Measure and report: Set up tracking and reporting systems to measure the success of your product promotions and make data-driven decisions for future campaigns.

By following these steps and creating a comprehensive product promotion strategy, companies can maximize the impact of their promotions, increase sales and revenue, and build brand awareness and customer loyalty.

Example:
Mang Inasal is a popular Filipino fast food chain that specializes in barbecued chicken. Here’s a possible example of a comprehensive product promotion strategy for Mang Inasal:

The goal of the product promotion is to increase sales of barbecued chicken and drive traffic to Mang Inasal restaurants. To achieve this goal, Mang Inasal starts by defining its target audience as hungry and price-sensitive consumers who are looking for a quick and affordable meal.

To reach this target audience, Mang Inasal selects its channels, choosing to use social media, email marketing, and in-store promotions. On social media, Mang Inasal runs a series of ads showcasing its barbecued chicken, as well as behind-the-scenes footage of the cooking process. The email marketing campaign promotes special deals and discounts for Mang Inasal’s barbecued chicken, and the in-store promotions offer free sides or drinks with the purchase of barbecued chicken.

To create compelling content, Mang Inasal produces a series of short and snappy video ads that showcase the delicious taste and high-quality ingredients of its barbecued chicken. The company also highlights its commitment to using traditional cooking methods and locally sourced ingredients.

To incentivize people to take action, Mang Inasal offers a discount on the purchase of barbecued chicken, and runs a social media contest, encouraging followers to share photos of their Mang Inasal meals for a chance to win a prize.

Finally, Mang Inasal sets up tracking and reporting systems to measure the success of the product promotion, and continually tests and optimizes the promotion to achieve better results. Over time, Mang Inasal is able to increase sales of barbecued chicken and drive traffic to its restaurants, solidifying its position as a popular and affordable fast food chain.

Summary

A comprehensive product promotion strategy is really important for making sure your product gets noticed and people want to buy it.

First, you need to know who your target audience is. This means figuring out who is most likely to buy your product and how to reach them. Then, you need to choose the best way to reach them – this could be through social media, email, influencer marketing, or in-person promotions.

Next, you want to make sure your product looks cool and exciting. This means creating fun and interesting content, like videos or pictures, that show off your product and why people should buy it. You can also offer special deals or discounts to make people more interested in your product.

Finally, you want to keep track of how well your product is doing. You can do this by setting up tracking systems that measure things like sales and traffic, and by testing different promotions to see which ones work best.

In other words, promoting a product is all about finding the right audience, making your product look cool, and making sure it’s doing well. And the key to success is testing and optimizing your promotions. So, get out there and start promoting your product!

Questions

If the Pepsi fiasco of 1992 happened again, how would you go about and solve that?

A better answer.

The Pepsi fiasco of 1992 was a highly publicized incident in which a promotional campaign by PepsiCo in the Philippines resulted in a controversy that damaged the brand’s reputation. If a similar incident were to occur today, the following steps could be taken to address the situation and prevent it from escalating:

Acknowledge the issue promptly: The first step would be to acknowledge the issue as soon as possible and issue a statement addressing the concerns raised. The statement should show empathy towards those affected and take responsibility for any mistakes made.
Investigate the issue thoroughly: It is essential to understand the root cause of the problem and investigate how it happened. It will enable the company to prevent similar incidents from occurring in the future.
Communicate transparently: It is crucial to communicate transparently with the public and stakeholders about the actions taken to address the issue. The company should provide regular updates and be responsive to inquiries from concerned parties.
Offer compensation or a remedy: Depending on the nature and severity of the incident, offering compensation or a remedy to affected parties may be appropriate. This could take the form of refunds, replacements, or other gestures of goodwill.
Review and improve processes: Finally, the company should review its internal processes to identify any weaknesses that could have contributed to the incident. It should take steps to improve its procedures and prevent future occurrences.

By taking swift action and addressing the concerns raised transparently, a company can mitigate the impact of a crisis and rebuild trust with its customers and stakeholders.

Is Podcast a form of compelling Content?

A better answer.

A podcast is a platform or medium for delivering audio content, rather than a specific type of content. The content of a podcast can vary widely, from news and current events to comedy, entertainment, education, and more.

However, the platform of podcasting does offer several advantages for creators and listeners alike, which contribute to the popularity of the medium. These advantages include the accessibility, flexibility, authenticity, variety, and cost-effectiveness mentioned in my previous response.

The ease of creating and distributing podcasts has also helped to democratize content creation and distribution, making it possible for anyone to create and share their message with a global audience. With the continued growth of the medium and the increasing number of listeners tuning in, podcasts are likely to remain a popular platform for delivering audio content in the years to come.