Promotion is one of the essential parts of the marketing mix. It allows the company to communicate with its customers, and what is more to gather a feedback, necessary for the firm’s further development and improvement. Well established advertising and promotion tools allow the company to build awareness and increase interest among loyal and new customers, it also helps the firm in differentiating the product and stimulating demand. Besides that companies can reinforce the brand with a help of an effective promotion strategy.
High-tech innovative market requires perhaps the most active promotion strategy. First of all, innovative market is a fast developing environment, which requires constant communication with customers so that to meet their expectations and satisfy their needs. Secondly, new developing technologies support the emergence of numerous new companies and brands, which makes advertising and promotion to become crucial in making the firm to be recognizable. Hence, companies like Apple, Inc. apply most of the key marketing communications tools like advertising in both mass media and internet, trade shows, sales contests and incentives, public relations and event sponsorships, direct marketing via emails and social networks and personal selling (Mohr, Sengupta, & Slater, 2010, pp. 374).
Apple is recognized as one of the most effective promoters in the high-tech market. It creates media and consumer buzz right after every new item is launched, which in turn grants crowds of consumers willing to purchase their products. Among the tools and messages used by the Apple company there are as follows: internet blogs and social networks to be named ‘word of mouth on steroids’; scarcity effect, either real or perceived one, which makes a product more desirable; friendly and customer oriented services, which tend to wow their clients even with packaging and design (Kaputa, 2012).
References
Mohr, J., Sengupta, S., and Slater, S. (2010) Marketing of High-Technology Products and Innovations. 3rd ed. Upper Saddle River, NJ: Pearson Education, Inc. ISBN-13: 978-0-13-604996-8
Kaputa, C. (2012) 5 Marketing Tools Apple Exploits To Build The Hype. Available at: http://www.fastcompany.com/3001650/5-marketing-tools-apple-exploits-build-hype
