Marketing and Sales: Promotions

As consumers, we’ve all taken part in promotions. Most likely, we’ve won small prizes, though rarely the jackpot. Yet the mere act of participating sparks a bit of excitement—the hope of winning something—and fosters a familiar connection with the brand behind the promotion. But what exactly do we mean by “promotion”?

A “promotion” is a marketing strategy where advertising, delivered through various channels, aims to engage potential customers actively. It entices them with the chance to win a prize in exchange for purchasing a specific product, even if just as a trial. The customer feels encouraged to join in because it involves no extra cost (beyond buying the product) and offers the possibility of a free gift or even a big reward. For the company, a promotion ensures that potential customers buy the product, try it, become familiar with it, and form a positive “product + benefit” association. This paves the way for loyalty, as a satisfied customer is more likely to return.
 
Promotions tend to be expensive, requiring two key investments: an advertising campaign to inform and persuade potential customers to participate, and the cost of the prizes and giveaways to be distributed.
 
Yet promotions offer an additional advantage highly valued by sales teams: their direct influence on sales. A traditional advertising campaign may boost sales, but it’s hard to pinpoint how much of that increase stems from the ads alone. Potential customers might see the ad and feel inclined to buy, but they may not act immediately—perhaps waiting for the right moment or need. With a promotion, however, the purchase happens within the active offer period (otherwise, no prize is up for grabs). This allows companies to track sales trends precisely during that time and assess the promotion’s specific impact.

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