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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

A perfect 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 also be printed on a color printer, if it’s really tight ... get rich - print plastic, that’s okay!)

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

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

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

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

Final word

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

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

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

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

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

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

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

Promotion is understood as a set of various activities to bring information about the merits of the product to potential consumers and encourage them to want to buy it. Modern organizations use complex communication systems to maintain contacts with intermediaries, clients, with various public organizations and layers.

Product promotion is carried out by using a certain proportion of advertising, sales promotion (sales), personal selling and public relations methods.

“Advertising is printed, handwritten, oral or graphic information about a person, product, service or social movement openly issued by and paid for by an advertiser for the purpose of increasing sales, expanding clientele, obtaining votes or public approval. AT modern conditions advertising is a necessary element of production and marketing activities, a way to create a sales market, an active means of fighting for the market. It is because of these functions that advertising is called the engine of trade.

As part of marketing, advertising should: firstly, prepare the market (consumer) for a favorable perception of a new product; secondly, to maintain demand at a high level at the stage of mass production of goods; thirdly, to promote the expansion of the sales market. Depending on the stage of the product life cycle, the scale and intensity of advertising change, the ratio between prestigious advertising (advertising of the exporting company, the competence of its personnel, etc.) and commodity (i.e., advertising specific product); the way it is disseminated is also changing, its arguments are being updated, fresher, more original ideas are being picked up.

Although advertising costs are significant, especially when publishing ads in the foreign press, participating in exhibitions and fairs, etc., these costs are quite justified. First, the funds allocated for advertising are included in the calculation of the price of the goods, and the sale of their corresponding amount compensates for the costs. Secondly, without advertising, trade, as a rule, goes sluggishly, brings losses, often many times exceeding the cost of advertising. As shows international practice, advertising expenses make up an average of 1.5-2.5% of the cost of goods sold industrial purpose and 5-15% for household goods.

Preparation of promotional materials is a complex and responsible business that requires special knowledge and considerable practice. It is necessary to learn the truth that, according to the skill of advertising, the quality of advertising texts and photographs, the potential consumer makes the first impression of our exporting enterprise and involuntarily, subconsciously transfers his opinion about the quality of advertising to the goods we produce. To change this opinion better side, you have to spend a lot of labor and money. Therefore, advertising must be impeccable, otherwise it turns into its opposite - "anti-advertising".

It is necessary to strongly refute the conventional wisdom that good product does not need advertising. On the contrary, only a good, competitive product needs advertising, and the most intensive one, and advertising a product of poor quality leads to huge economic costs and loss of the good name of the enterprise. In this case, it will take years and millions to restore the reputation.

Sales promotion

Sales promotion (sales) are short-term incentive measures that promote the sale or marketing of products and services. If advertising calls: "Buy our product", then sales promotion is based on the call: "Buy it now." We can consider sales promotion in more detail, bearing in mind that it includes: consumer promotion, trade promotion and promotion of the organization's own marketers.

Stimulation of consumers is aimed at increasing their volume of purchases. The following main methods are used: providing samples for testing; use of coupons, refund of a part of the price or trade discount; package sales at reduced prices; premiums; advertising souvenirs; encouragement of a permanent clientele; contests, sweepstakes and games that give the consumer a chance to win something - money, goods, travel; expositions and demonstrations of signs, posters, samples, etc. at the point of sale of products.

Public Relations

Public relations involves building good relationships with various government and public structures and layers by creating a favorable opinion about the company, its products and by neutralizing adverse events and rumors. Public relations also includes communication with the press, dissemination of information about the company's activities, lobbying in legislative and government bodies in order to make or cancel certain decisions, explanatory work regarding the position of the company, its products, social role.

So, marketing also considers a promotion policy that promotes the maximum sale of goods, which helps the entrepreneur to better understand the preferences of the buyer and choose the most effective type of promotion. It is impossible for a modern company to survive without knowledge of promotion techniques, because without advertising (one of the promotion methods), not only no one will know about it.

The concept and structure of marketing promotion of goods

Definition 1

Product promotion is a set of works and activities to bring information about the benefits of a product to potential consumers and stimulate their desire to make a purchase.

Promotion is carried out through tools marketing communications Keywords: advertising, sales promotion, public relations and personal selling.

Main functions of promotion:

• formation of an image of prestige, innovation and at the same time reasonable prices (consumers will be able to distinguish a product from others);
• positive information about the company (increased due to reviews, recommendations, as well as participation social projects, sponsorship, etc.);
• bringing information about the product and its characteristics to the consumer;
• maintaining the popularity of goods (a reminder of the importance and necessity of the goods in the lives of consumers);
• changing the way of using products or products (eliminating stereotypes of perception of goods that do not always meet the expectations of the manufacturer and supplier);
• Feedback with consumers (answers to questions, complaints, recommendations, etc.);
• the formation of enthusiasm among all participants in the promotion (stimulation at each stage of bringing products to the end consumer, stimulating end demand);
• persuading customers to switch to buying expensive goods (over time, the price becomes not a decisive factor in choosing products, consumers want to purchase unique products).

Definition 2

The promotion structure is a complex of promotion types, which includes marketing communication tools. In addition to this, it also includes product design and packaging.

As a rule, product promotion takes a large part of the marketing budget, an average of 60%. A proper approach to the use of tools and methods of promotion is needed so that both the costs pay off and consumers are satisfied with the purchase (price / quality).

Marketing promotion strategies

The marketing promotion strategy allows the company to determine the current position in the market of this trademark or product, to analyze the market situation, the competitive environment. The promotion strategy allows you to set goals and objectives that need to be implemented, determine the ways and means to achieve them.

Definition 3

Remark 1

The purpose of the strategy is to encourage consumers to make a purchase of goods and services of a particular company.

There are two main promotion strategies:

• forcing strategy;
• push strategy.

The first strategy is aimed at the end consumer of goods with the aim of forcing trading companies buy goods that are in demand. Another name is strategies - "pull". It involves an active advertising campaign that is aimed at the end consumer through the means mass media. The consumer receives a message or incentive (discount, special offer or coupon), is interested in the product at the point of sale. This forces owners to order goods that are in demand. There is a reverse chain construction: the retailer orders goods from wholesale company, which makes an application to the manufacturing company. The forcing strategy is used at the last stage of production. Therefore, by the time it enters the market, the consumer has already created an attitude towards this product.

The second strategy is aimed at the reseller, so that he himself promotes the product through the distribution channel to the final consumer. This strategy is also called "push". It involves the imposition of goods on consumers through targeted advertising impact and sales promotion measures in relation to intermediaries. The push strategy should be aimed at wholesalers and retailers first. For them, special events are being developed, such as a preferential purchase regime, special offers, etc. The final goal of applying this strategy is to form mutually beneficial relations between participants in promotion channels. At the same time, the product is “pushed” to the market through the channel, and the process of its promotion is carried out without stopping to the final buyer. Such a strategy has a narrow focus and high cost, as there is a thorough work with resellers, which increases the cost of industrial advertising and, as a result, minimizes the cost of consumer advertising.

Choice marketing strategy promotion is influenced by the specifics of the product itself, the image of the reseller, the location of the target audience, etc.

Modern methods of product promotion

There is a set of traditional methods of promotion, but the company that takes an integrated approach to promotion achieves success. Therefore, on present stage development of the organization, the following methods of promotion are used:

1. advertising;
2. direct marketing;
3. telemarketing;
4. relationship marketing;
5. printed products;
6. sales support, etc.

Remark 2

An integrated approach implies the use of all methods in a complex. In this case, there is a synergistic effect: 1+1=3. Individually, each method of promotion brings less results than in combination.

Currently, such methods of promotion are gaining popularity as:

• event marketing;
• Promotions;
• merchandising;
• using packaging as a promotional tool.

An effective method of promotion is promotion on the Internet. This is the creation of Internet sites, promotion through social networks and various advertising campaigns. Promotion through social networks or SMM is especially popular. Companies or shops create profiles or groups on social media (VKontakte, Facebook or Instagram) and attract subscribers who turn into customers.

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

From this article you will learn:

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

Classic ways to promote a product on the market

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

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

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

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

Direct sales or personal

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

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

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

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

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

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

Advertising as a way to promote a product

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

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

There are usually three types of advertising perception in marketing:

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

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

Sales promotion

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

1) Buyers. Customers are encouraged to buy more goods using the following methods:

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

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

• teach sales staff;
• provide equipment for trade and campaign materials;
• authorized leadership, holding competitions based on the results of sales;
• can be provided accompanying services (informational character, in the field of jurisprudence).

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

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

Propaganda

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

Propaganda is carried out through the following tools:

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

Submit your application

Target audiences for these tools:

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

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

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

telemarketing

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

Telemarketing also makes it possible to receive various information from respondents and the use of the results obtained as a result of their analysis for the organization and implementation of marketing activities in the future.

Merchandising

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

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

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

One of the most important methods merchandising - laying out products (exposition).

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

Event Marketing

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

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

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

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

Territorial Marketing

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

Most notable examples Territorial marketing - advertising expenses in order to increase the flow of tourists. For example, Greece spends about 100 million euros per year on attracting tourists/advertising resorts.

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

Modern ways of promoting goods on the verge of outrageous

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

Guerrilla Marketing

This method of promotion is low-budget. With the help of guerrilla marketing, you can organize effective promotion goods / services, attract new customers and increase your income by making minimal investments or not investing at all.

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

Let's bring certain types guerrilla marketing:

• word of mouth

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

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

• Scandalous action

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

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

• collaboration

In general, our opinion is that guerrilla, viral marketing, requiring minimum investment is a partnership or, in a modern way, a collaboration.

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

Stars in advertising

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

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

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

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

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

Hidden advertising in cinema

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

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

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

For example:

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

SEO

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

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

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

Pros:

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

Minuses:

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

contextual advertising

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

Display advertising

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

Native advertising

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

These are special projects in popular publications, and tests (for example, Buzzfeed with the test “How would you die in the Game of Thrones?”), And useful information from your experts on external venues, and brand demonstration in films.

Email Marketing

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

Viral Marketing

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

Partnership programs

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

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

Ways to promote goods in social networks

Ways to promote a product on Instagram

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

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

Ways to promote a product on Facebook

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

Ways to promote goods on Vkontakte

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

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

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

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

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

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

Non-traditional ways to promote a product on the Internet

Website with virtual reality elements

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

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

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

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

The amount of the discount, which depends on weather conditions

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

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

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

Advertising in exchange for 10 subway rides

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

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

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

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

Under the promotion of goods on the market understand the use of various methods by which the seller can convince the buyer to buy this product. The methods of promotion of 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);
• belief in the merits of the product, motivation to buy this product;
• product reminder needed to stimulate additional demand.

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

1. Personal (personal) sale. It is a regular contact between the seller and the consumer. The seller, when serving the client, must provide him with all the necessary information about the product, about how to use it correctly.
2. Advertising. It is paid messages about products that are 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. Advertising must convey the right information, be transmitted a sufficient number of times, promote the sale of products, generate income that covers the costs of its creation.
3. 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, mass media. Most consumers prefer firms with a good reputation that have managed to create a favorable image of a respected firm.
4. Sales promotion. This tool increases the effectiveness of advertising and personal (personal) selling. Sales promotion includes the following types activities:
   • rewarding sellers for good work;
   • application special discounts to the price in case of poor sale 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.
5. Service. Customer satisfaction, quality service customers can guarantee new orders in the future. Service builds trust in the firm. An example is the establishment of a warranty period for goods, the possibility of returning or exchanging goods, and eliminating a malfunction.
6. Creating a positive public opinion. This method is a free message about the company or its products through the media. For example, a speech by a company representative on television or radio, a press conference.

Advertising

Manufacturer under conditions market economy seeks to gain an advantage over competitors through advertising and other sales promotion techniques. The success of a business is determined not only by the size initial capital but also the quality business communications. Types of business communications are very different. This includes: conferences, exhibitions, seminars, presentations, press conferences, interviews, round tables, business lunches, negotiations. But the most basic form of communication is advertising.

Purpose of advertising- increase the market share of the manufacturer of goods and strengthen consumer loyalty to the product. This means that the firm hopes to shift the demand curve to the right and at the same time reduce its price elasticity.

Advertising is any appeal by the manufacturer of the seller or their representatives to a potential consumer-buyer. In the mid-1990s in the USA, advertising market was estimated at $250 billion a year (it has tripled in the last 10 years); in France at 30; billion dollars (tripling occurred in 7 years); in Russia at $1 billion, but the tripling happened in two years. turnover Russian market advertising in 1996 increased by 10% compared with 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, for outdoor advertising about 80 million dollars ("Advertising" Utkin E.A.). In the 2000s and 2010s, these values ​​increased many times over.

Exist different kinds advertising appeals: informational, reminiscent, image. It is also possible to highlight social advertising referring to universal human values ​​(preservation of the environment, health, etc.). Informational advertising brings to the attention of the consumer information about the manufacturer, the product and its qualities, how to purchase the product or obtain additional information. The ultimate goal of information advertising is to create or increase sales of products.

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

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

An important place is occupied by advertising on television. The disadvantages of television advertising are that information is poorly remembered, and the abundance of advertising blocks irritates consumers, and this reduces the effectiveness of television advertising. Significantly behind television and radio.

In the last 10-15 years advertising on the Internet has been rapidly developing. Even traditional business like funeral agencies began to be actively promoted in service aggregators. For example, many funeral agencies use the catalog of funeral agencies, some order other types of online advertising. Now on the Internet you can find almost any commercial offers, and in terms of audience coverage, the largest Internet sites are comparable to targeted channels.

Intermediate between media advertising and sales promotion is Point of Sale Advertising (PPO), which accounts for an average of 5% of a firm's marketing budget. It covers: the informational activities of the store itself (posters, posters, panels, video cassettes, radio announcements), the methods used by the manufacturer (racks, stands, video systems, carts, smells), joint activities of manufacturers and sellers (staff uniforms, exposition, containers, packages and other packaging materials).

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

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

1. Producer -> consumer. This channel is a direct, direct sale of goods by the manufacturer to the final consumer. For example, a private bakery sells its bread in its own shop.
2. 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.
3. Manufacturer -> wholesaler -> retailer -> consumer. Such a distribution channel is suitable for the sale of household appliances.
4. Producer -> sales agent (broker) -> wholesaler -> retailer -> consumer. This distribution channel is used in those industries in which the sale of goods is carried out by specialists.

Transport

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

The cost of transporting products is a significant part of the total cost of distribution. 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 minimal cost. Transportation can have a significant impact on the sales volume of goods. The faster the company delivers its goods, the greater the advantage it will have over competitors.

There are the following modes of transport:

1. Freight, automobile. This type is the most commonly used. 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 "from door to door". The disadvantage is the inefficiency of transporting heavy and bulky commodities such as metal or coal.
2. Railway transport. This type of transport is characterized by the ability to carry heavier and more diverse cargoes. But the disadvantage is that it is impossible to deliver goods exactly to the consumer by railroad tracks.
3. Water transport. This is the cheapest form of transport. This type mainly delivers goods such as oil, coal, ore, cotton and timber. The disadvantage is that the ships are slow and the flights are not frequent. It may also be accompanied by extra costs associated with the delivery of goods to the port, with damage to the goods.
4. Air Transport. This is the fastest mode of transport. The disadvantage is the restrictions on the size and weight of the cargo. Also, airports are located in certain places, flights depend on weather conditions.
5. 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 provide a huge Negative influence on the environment: the noise of aircraft and cars, the release of gases, the destruction of forests for road construction, pollution of oceans and seas as a result of damage to oil tankers, etc.