Promotional mix definition

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Promotional mix is all about promoting your products or services over multiple communication channels, repeatedly adding and eliminating unnecessary elements until you get the perfect marketing blendGenerally, promotion includes advertising, public relations (PR), "direct marketing" and "sales promotion". Thus, companies can prepare the optimal "promotional mix" by creating the right combination of these 4 tools.
In general, the purpose of these 4 elements is to differentiate from competitors, position in the market, increase sales or create an image by conveying the benefits and features of the product or service to potential customers.
Designing an effective promotional mix is a very important and complex process for any successful company's marketing strategy. It is complicated because the mentioned 4 communication tools work differently for each company. At the same time, organizing the right combination of these 4 elements is a separate difficulty. In this regard, companies should determine the right "mix" of 4 communication tools for themselves. In this case, the right promotional mix will vary depending on the sphere in which the company operates and customer groups.
We may have the best product in the world. But if we do not promote that product properly, then the product will fail and will not be able to make sales. A business without sales is a business without income. If a company has no income, then how will the salaries of the employees of departments such as Human Resources, Administration, Finance, Call Center and so on be paid?!
Now let's talk about exactly what the 4 elements of the "Promotional Mix" are individually and how they can be useful.
The first element of the promotional mix we are talking about is advertising. This includes the advertisements we see daily on TV, radio, social media, newspapers, magazines, etc. Building relationships with customers through advertising, product promotion is just one element of the "Promotional Mix".
The next element of the "Promotion mix", "direct marketing", is easily understood from the example of the water filter company that we mentioned at the beginning of the video. So, the representative of the water filter company goes to the houses and tries to promote their products. This type of promotion we see is the "direct marketing" method. In this case, sales are made directly without paying for any advertising. This kind of product promotion does not only take place physically in meetings with potential customers. At the same time, it is possible that the representative of the company makes "cold calls" to potential customers and presents their products.
The last element is promoting and increasing sales of the product through "sales promotion". This approach is explained as follows. For example, you can see in one of the markets that the second package is offered at a 50% discount to the buyer of 1 kg of flour. That is, "sales stimulation" is a short-term stimulation of sales with certain discounts, for example, holiday discounts and coupons. A coupon here means that, for example, after you shop at a clothing store, you are given a 10% discount coupon for your next purchase. In this case, the company does not spend money on any advertisement or media organization.

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