Promotion Mix

The Promotion Mix is the mix of tools used to communicate with your target market and promote your business. While there are many different types of promotional tools that can be used in the promotion mix, their effectiveness and benefits can vary greatly from business to business. This is because all other marketing elements (target markets, product, price, distribution) combine to make every business a unique proposition in the market place. (Note: if there is nothing unique about the business, no amount of promotion will help in the long run).

Some of the promotional tools that small business owners can use in their promotion mix are listed below. This list is not exhaustive but gives an outline of the more common and cost effective options.

Advertising – local papers, newspapers, yellow pages, magazines, radio, online
Direct Marketing – direct mail, email marketing
Public Relations – online and offline submission of reports, articles and other newsworthy information
Promotions - trade shows, exhibitions, coupons, letterbox flyers,
Personal Selling – telemarketing, sales presentations,
Sponsorship – local fetes, community events, sporting teams
Website

While the above list may look daunting, it is likely only a few of these will be suitable for the promotion mix of your business. The important thing is to be using a range of tools, not just one or two. This creates multiple potential ‘touch points’ with your customers.

For example, if you are only using Yellow Pages, chances are you are missing business from anyone who no longer uses Yellow Pages, but now does all their searching on the internet. In contrast, Yellow Pages combined with some online advertising or direct marketing could round out the promotion mix and bring an increase in leads to your business.

A great example of a promotion mix using multiple promotional tools is Dell computers. Over the last 12 months I have personally seen the following promotions from them – Fax (one page specials flyer), Email (with links to website), Brochures (in the mail) and Advertisements (magazine and internet). I’ve been ‘touched’ many times, and guess what type of computer I use. Yep, a Dell. Their consistency and multiple touch points has, for me anyway, created top of mind awareness every time I’ve looked to buy a computer.

Now, while we don’t all have their budget, the point to note is they have utilised a diverse promotion mix to reach their customers. They would test and measure each tool in the mix - discard the ones no longer working, tweak the ones that are and try new ones.

Evaluate Your Promotion Mix

Firstly, list out all the promotional tools you currently use in your business. Of these, what are working and what aren’t? If you don’t know the answer to this, then it’s time to measure. Start by asking any new contact to your business how they found you and keep a tally.

It’s amazing how quickly you will get a picture of the effectiveness of your promotion mix. From here, you can start to make changes.

Until next time
Samantha