Promotions, marketing, and sales have different, yet interconnected goals. Yet many lump them into a single category. All three are necessary to generate sales that make a company profitable. Promotions identifies the need or creates the desire . Marketing shows why this particular product solves the problem or satisfies the want. Sales closes the deal by asking for the purchase and giving the details of how to buy the product or service.
Promotions creates awareness by describing or creating a problem to be solved. The messages are crafted to subliminally plant the seed in the consumers' subconscious mind, so they identify with problem or create the feeling that they are missing out on something amazing. By drawing attention to the issue that their product will solve, the promotion creates the need for the product.
Marketing promotes the product by showing how it is the answer to the problem it just created. A successful marketing campaign sets the particular product above all its competitors. More than just recognition, the marketing aspect of the message create a reputation and an expectation of the product as well as the company in the consumers mind. However, creating a brand can be a double edge sword. Overly selling a product can destroy a brand's reputation. It is easier to create and keep a good reputation than it is to repair a bad one.
Sales asks for the purchase by telling how and where it can be bought. Some pitches, but not all, also include the pricing information. The easier the product or service is to find, the more likely the consumer will investigate the product, which leads to the purchase. The easier you make it for them to find the product, the more likely they are to buy it.
Promotions, marketing, and sales need to be kept not only in balance, but also in the proper order Identifying the problem, creating the solution, and giving purchase information maximizes the effectiveness of the message. These three steps, working in tandem, creates the advertisement that reaches the consumer and empowers them to purchase the product.
Many authors, small businesses, and non-profit organizations believe that advertising is too costly for their budget. But this is far from true. The internet has created cost effective venues that enable messages to be promoted locally, national and around the world in a cost effective manor. Theresa Chaze has 20 years of experience as a writer, producer, and editor. She uses innovation, humor, and high production values to produces videos that are unique, inventive, and frequently called unexpected. More of her work can be viewed on her website by clicking here. She is now accepting new clients and can be reach by calling 231-943-3298.
Digital Editor: Book trailer, Micro-documentaries, Honor/Memorial videos from Theresa Chaze on Vimeo.
Combining two concepts, Never Can say Good-bye creates an innovative spin on the ghostly genre. With a tagline, “When love is forever, death is only the beginning,” it is comparable to Ghost and The Others.
Imprisoned in her family's home, the spirit of a murdered child waits for her parents to free her. But they have moved on to new lives as has her killer. Randi must bring them back together, so that they can forgive themselves and make amends. If she succeeds, they will all heal and she will be freed to also reincarnate. If she fails, their need for revenge will damn them all.