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Promotion Strategy Essay

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At its heart, promoting a product is simply communication. “Consumer perceptions are a key component of success or failure, so organizations must strive to align communications into clear, concise, and customer-oriented messages”(Lumen, n.d). The point of promotion is to convince consumers to purchase the intended product. There are several promotion methods to choose from and nearly limitless media to use for promotion. Marketing departments must choose the method or methods and media that best reach the target consumer. In order to further illustrate the use of promotion methods and media, promotion strategies have been developed for a software company, a new toy, a health beverage, and a small airline.
Animation Software
A …show more content…

Overall, this approach is indicative of the importance of the customer to the organization. It has another benefit as well. “When a small company uses multiple salespeople to contact a client it helps the company appear larger than it is”(Lumen, n.d.). There are a couple of types of media the organization should use. First, submit the software to www.cnet.com for review. This will provide a point of reference for anyone researching animation software and provide impartial judgment on the merits of the software. Second, contact ideal customers and schedule a presentation of the new advanced software. Once complete, offer a sample version of the software (with reduced functionality) so it can be operated prior to purchasing the full version. Since there are many small companies that create video games and other animation, I suggest attending trade shows. According to the Animation World Network website, there are 19 tradeshows in the next 3 months (Events, n.d.). The organization can also attend shows frequented by animators such as the E3 and South by Southwest conferences. The proper use of these methods will ensure the news of this innovative animation software reaches the intended target audience. While this plan works in this scenario, it does not necessarily apply to all products.
New Toy
An organization has developed a new toy to capitalize on the popularity of a children’s TV show. There were delays in getting the toy introduced in the market

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