Nakhmetova K. 

T.B. Reshetilova, research supervisor 

National Mining University 
 

PROMOTION STRATEGY 
 

An effective promotion strategy will get you sales by ensuring that customers 

are aware of you and what you can offer. Get it right and you will become a strong, 

competitive business. 

To promote your business successfully, you have to understand who you need 

to reach and what you are trying to achieve. 

Promotional strategies should focus first and foremost on your existing 

customers. Make sure they are aware of the full range of your products and 

services and create opportunities to generate repeat and higher value purchases. 

You should also be getting your existing customers to spread the word about your 

business - perhaps by trying out new products and services and offering rewards 

for introducing new customers. 

When focusing your promotional activities on potential customers, aim to 

create brand awareness and credibility. Ensure they understand your offer and how 

you differ from your competitors. Once you really get into detail, you might even 

find yourself promoting individual products differently to different groups of 

customers. 

If you use intermediaries to reach your market, you will also have to 

encourage them to promote your offer to their customers. 

Make sure your promotion strategy has specific and measurable marketing 

objectives. These will help you decide what your marketing messages should be 

and what marketing techniques you should use. 

Customer care may well be the most important element of your promotional 

mix. Ensuring that your existing customers are happy with what you offer not only 

secures repeat business but also generates positive word-of-mouth 

recommendation. You might be one of the many business that rely on references, 

work you've done on high profile projects or a prestige client list to attract new 

customers. 

You should also be promoting your business in person - for example, by 

pitching directly to target customers or getting introductions and developing 

relationships through networking. You can use a range of different promotional 

http://www.marketingdonut.co.uk/marketing/marketing-strategy/branding
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techniques to reach larger audiences, such as advertising, direct mail, exhibiting 

your business, PR and online marketing. 

Timing is an important element of any promotional strategy and you should 

ensure that your marketing messages reach your target customers when they are 

most receptive. Your marketing campaign may well combine short-term activities 

such as special offers with longer-term brand-building activities. An effective 

promotional strategy can bring all your marketing activities together and ensure 

that different promotions support each other. 

Crucially, your strategy should include a way to measure the effectiveness of 

what you're doing. This might be as straightforward as simply asking new 

customers how they heard of you. But you should also monitor your website traffic 

and use surveys before and after a campaign to tell you how your promotional 

activities have influenced customer awareness and attitudes. Evidence like this 

helps you understand what parts of your promotional strategy are - or are not - 

working, and how you can improve it for the future. 

 

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http://www.marketingdonut.co.uk/marketing/pr
http://www.marketingdonut.co.uk/marketing/internet-marketing