Promotion as tools to increase sales


this page will contains details on how you can use promotion for sales


Promotion is one of the tools used by marketers to communicate with their consumers. It forms the basic element of the four Ps of marketing which includes price, promotion, product, and place.
Through promotion, the sellers or marketers can try to convince the consumer to buy a product or service. It can make both the product and the company popular. Most loyal customers are gotten through this method as it will generate interest in the customer’s mind.

Types of promotion

There are five major types of promotion; they include direct marketing, public relation, advertisement, personal selling, and sales promotion.


This is the process of making a product, service, or company known to people with the aid of mass media platforms like radio, television, and social media. It helps to create awareness or a product and its manufacturer. Advertisement is not meant for companies or business alone; it is also used by governmental, non-governmental organizations and individuals who want publicity.
There are different channels one can advertise a product. They include newspapers, television, radio, direct mail and so on. One of the modern channels of advertisement include blogs, social media websites or text messages
The main aim of advertising a product is to inform people about the product and services rendered by a company. Its success is based on the strategy adopted by a company and the budget allocated to it.

Direct marketing

This is a type of promotional marketing where companies communicate directly to consumers through direct channels. In direct marketing, only pre-selected customers get to know about a company. Media channels like SMS, email, websites, flyers, newspapers, etc.
Lots o time and resources will be saved with direct marketing and it creates a better relationship between companies and consumers. With this, companies can understand their customers very well.

Public relation

For a company to survive, they need to be in constant relationship with their customers and other stakeholders that contribute to the success of the company. This responsibility is handled by the public relations office. They are responsible for deliberately releasing information in the form of a press release to those concerned.
With a good strategy, public relations can be beneficial to the growth of the organization.

Personnel selling

This is similar to public relations. It involves direct contact between consumers and companies through an agent. An agent will be sent by a company to take a product to the doorstep o consumers. Personal selling can help companies get customer's feedback. also, it helps to create stronger bonds between the two parties involved.

Sales Promotion

Sales promotions involve any strategy employed to increase the demand for a product and its awareness. In involves all marketing techniques used to increase the demand for a product outside advertising and personnel selling.
Unlike personnel selling, sale promotion does not persuade consumers to buy a product but rather it stimulates interest in them. It differs from advertisement except when an advertisement is done through mail, media owned by the organization.
The aim of a sale promotion can depend on the goals an organization tries to achieve. For instance, it could be to draw attention or new audience, reward current customers, or increase customers.
This article will be focusing on this on sale promotion.

Benefits of sales promotion

It generates awareness for new product

Sales promotion is one of the best ways of informing people about a new product from a company. Samples of products can be shown to consumers and business partners to know their view n the product.

Strengthens the relationship between consumer and companies

Sales promotion is one of the best ways for companies to interact with their customers. Thus, creating a better bond between them.

It is easy to develop

Unlike other promotion tools, ales promotion is very easy and quick to develop or use within a market.
Can be used to drive customers decision
When customers see the benefits of a new product they can swing into action by buying them. The interest of consumers can be stimulated by showing them samples of new products. When you combine the two samples (old and new) they can see the difference between both of them.

Helps to get feedback from customers

Sometimes there are new ideas that you are unsure of the reaction it could generate. Sale promotions allow you to est out new ideas, this will help you know if you can go ahead by investing in the business or put a hold on the business.

The disadvantage of sales promotion

Sales promotion may have many advantages or benefits, it still has some disadvantages. These are:
it may make customers wait for the promotion.
When a promotion is used continuously at an interval, customers may decide to wait for the next sales promotion before they can buy a product. this will reduce the revenue potential of a product as they will not be sold at the original price.

Some distributors may not accept.

Sales promotion may require the help of retailers or distributors to target consumers. However, some distributors may reject sale promotion it requires extra commitment from them.

Consumers may reduce brand perception

When sales promotion is used too much, consumers may think that the price is normal. This will make them think a product is inferior to other product that offers no price reduction.

 Sales promotion tools

Free sampling

Getting a loyal customer may be difficult especially when they are used to getting the same product from another store. This is because they are scared of wasting their money on a product they may not like.
One of the best ways of getting a customer is by offering them a chance to try out a new product or service for free. They will love to buy the product or even recommend it to someone else if they liked it

Get free product after buying one

People love freebies especially when it comes to good deals. Offering customers the opportunity to get one free after buying a product can work great as a sales promotion. You may be able to cover for the cost of your products once your margin is high.
This kind of promotion gives consumers more time on the product, thereby, making them get used to the product. It can also help in reducing the rate of costly give giveaways during free sampling.

Flash sales

Loss leaders and discounts can be great for making sales. But when it is done with a limited time duration, it will increase more sales.
Flash sales can be appealing due to the sense of urgency and the fear of missing out on great deals. Companies can decide to limit flash sales between 1 and 30 days. This will create an urge in customers to buy all they could within this period.
However, companies have to do a lot of advertisements through various media channels to inform the audience about upcoming deals.

Loss-leaders and discounts

Just like free samples and buy one and get one free, products are made available at lower prices to customers with loss-leaders. Retailers use loss-leaders to draw customers into their store with the hope they will buy other products in the store.
The price of some products is reduced by stores to entice customers while the price of other products will be increased to even out the promotion. Some store also offers some goods at lesser prices because they make a lot of profit from other sales.
The advantage of loss leaders is that it can serve a dual purpose. It can be used to draw customers for future sales and also to generate profit.

Rebate or cashback

Rebate or cashback is the percentage of money that a customer receives after buying a product. companies offer rebates instead of the usual discount on the price. Most online store uses this to draw more customers to them.
When a customer buys a product, a certain amount will be given back to them as an appreciation for patronizing them. This will help you get more details about your customers and create a mailing list for them.

Holiday and special events promotions

Holidays like Christmas and new year are one of the days businesses make a lot of sales. Once they have a great advertisement campaign, they can make sales more than any other period of the year. You can offer any or combination of some sales promotional tools to attract customers. For instance, you can offer a discount and cashback for customers on purchases.
Also, you can make deals with hosts of special events like football matches, music festivals and make sales. You can decide to offer a discount on your product so customers can buy more for the event.
Remember, people tend to spend heavily when they are celebrating a feast. So you can capitalize on this to make a lot of loyal customers.


As a marketer, you need to take your time to pick the right promotional tools that can drive sales. Like the saying goes “one man’s food is another man’s poison”; what works for me may not work or you. So take your time and analyze your business then strategize on how you will make sales.

Already the internet has made it easy to reach out to the audience with adverts.




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Promotion as tools to increase sales
this page will contains details on how you can use promotion for sales
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