When an organization is trying to build communication strategies and reaching out to its customers and potential customer, the important thing to consider is the best venues and vehicles with which to reach them. Traditional media like radio, television, newspapers, magazines and billboards are used to advertise.
Companies use sales promotions to stimulate sales. This ensures that the end users purchase more products. Trade promotion is also used to encourage immediate activities. This can be done through discounts or offers.
Personal selling is another venue commonly used. It is direct communication between buyer and seller with the main aim of buying and selling.
Direct marketing is another venue. Products are promoted directly from manufacturers to buyers without involving middle people in the process. Furthermore, internet marketing promotes products through internet.
Increase Demand, offering trade and sale promotions to wholesalers and retailers increases demand of that particular product, for instance, using price discounts and price offers.
Differentiating Products, customers must differentiate products from those of other competitors. The best communication tool is through personal selling where benefits and features are thoroughly explained.
Providing Information, through salespeople and advertising, customers are kept informed about products. This ensures that customers’ needs are met in good time.
Reducing Purchasing Risk, in order to win new customers to purchase new products, personal selling, customer and product promotion is used to reduce risk for new products.
Strategies
Producers or manufacturers market their products by employing push and pull market strategies. Manufacturers push their products through channels that ensure ready availability of products. Pull Market Strategy builds product demand at the customer level. This will make them go to the retailers and demand for the products to be stocked to avoid shortages.
