Exhibiting at trade shows is a common way for companies to promote themselves.
The overall goal of promotion is to create awareness for the business and its products or services. Promotional objectives are specific goals to be achieved through a range of marketing activities, including promotional items, sales events, advertising, membership programs, press releases, media events, coupons, community involvement, on-line marketing and trade shows.
Establish Corporate Image in Community
Communities support businesses. Therefore, it is a good idea for businesses to support communities. Community can mean geographic location, but it also refers to specific target markets. Drug companies who sell cancer drugs are involved in cancer awareness and fund-raising events. The company wins by gaining valuable contacts in the markets they serve. The communities gain resources and support from the company.
Build Brand Awareness
No company can survey without building awareness for itself and its brands. More marketing dollars are spent on this promotional category than in any other area. Companies may use all forms of advertising (television, print, radio, direct marketing and on-line) to build awareness. The specific promotional objective may be to gain additional market share or to make inroads into a specific market segment. Another objective may be to replace the market leader in "top-of-mind" awareness.
Build Customer Loyalty
Some promotional objectives are aimed at increasing customer loyalty and/or purchase frequency. Membership programs are designed to achieve that goal. Companies may also send out "frequent purchaser" discount cards or offer a free gift with a purchase on a designated sale weekend. High-usage customers are sent surveys to find out what it is that makes them frequent purchasers.
Capitalize on New Market Opportunities
In an age where innovation is occurring at an increasing rate, companies have learned to look for opportunities to exploit. When the BP gulf oil spill occurred, many companies with the requisite technology or expertise were quick to offer assistance. Offering support brought their names to the forefront and gained them new customers. A whole industry of green technology has sprung up to capitalize on demand by consumers and the government for cleaner, cheaper energy. A company may choose to get involved through trade shows or conferences, add information in their annual report on on their website or hold a press conference.
Dispel Negative Press
The best way to deal with negative press is to use the method that organizations are least likely to use, according to Jeff Crilley, former TV news anchor and author of the book, "free publicity." Company spokespeople should just be honest, he adds. Research has shown repeatedly that companies that opt for honesty gain tremendously in public opinion polls and can actually strengthen their corporate image if they are perceived as handling a delicate situation well.
Announce Changes
Much of promotion has to do with explaining and capitalizing on change in the organization. Large corporations have entire corporate communications departments whose staff is devoted to churning out press releases and speeches about management realignments, plant closures, new locations, new partners, mergers and acquisitions, corporate awards, corporate giving programs and even results of consumer surveys. The objective is to keep the company's name in the spotlight.
Tags: trade shows, press releases