Promotion of goods on the market: two effective strategies

Every manufacturer knows that it is not enough to open a business, to set up production and start selling their goods. Whichever products, from his point of view, were not justified and necessary for buyers, one must try to make sure that the goods are bought. Each step of production has its own nuances and difficulties, and here is the promotion of the goods on the market - it is by no means the easiest. Today, the market is filled with a wide variety of products, and every company wants to buy its product. Then there is nothing to do without developing a strategy for promoting the goods. And it is worth noting that the beginning of such a strategy does not take from the moment when the product appeared on sale, but even when it was just beginning to be created.

Ways to promote the goods on the market can be roughly called, as the strategy "push" and the strategy of "pull".

The push strategy

Promotion of the goods on the market in this way implies the so-called imposition of the product on the future buyer. Usually this happens through advertising and various events that will stimulate the sale of products. It should be noted that in this case, the advertising created by manufacturers will be directed primarily at retailers and wholesalers. To attract their attention, special offers are being developed , for example, discounts for the purchase of a large batch of goods. The result of such a strategy should be the building of beneficial relationships, through which the goods through the chain, as it were, will be "pushed" to the market. The beginning of such a chain will be the manufacturer itself, wholesalers and retailers will act as connecting links, but the end link will be the consumer. It is worth noting that such promotion of the goods on the market is quite expensive. The fact is that a lot will have to work with dealers and agents, and to attract them, you need to spend money on industrial advertising.

An example of the "push" strategy can be the sale of goods with home delivery, the demonstration of goods at exhibitions, the increase in discounts and the organization of special courses for resellers. To ensure that such a strategy is not a failure, you need to properly work out such nuances as the training of personnel involved in promotion, as well as the selection of the optimal scheme of discounts provided. Staff should know everything about the product they sell and be friendly with customers. Do not immediately make big discounts, because their action is aimed at maintaining a long-term cooperation.

The strategy of "pull"

Promotion of goods on the market implies an active advertising and promo-company involving various media. In a word, you need to make sure that as many people as possible can hear about the product. Having seen a bright advertisement on TV or having read about good discounts in the newspaper, the consumer should go and buy the goods. As you can see, in this case the connecting links of the strategy will be the same as for the push strategy, only they will be located in the reverse order, namely: first the retailer will place the order to the wholesaler and the wholesaler will ask the producer for the goods. An example of such a strategy can be any television advertising.

Promotion of goods on the market with the help of advertising today is considered the most effective. The more times a person looks at one advertisement, the more likely that he will want to buy this particular product. True, modern society is so used to commercials that it does not always pay attention to their content. To make it happen, advertising should attract not only a bright picture, but also an easy, fast remembered login, beautiful sound design.