Promotional activity may be divided into two broad categories:
- Advertising in the press, on television or radio, or on billboards, sometimes referred to as "above the line" expenditure
- Other forms of promotion such as sponsorship of display material, literature, direct mail, money off promotions or exhibitions are sometimes referred to as "below the line".
Most Irish exporters are not in a position to fund above the line promotion in an overseas market. In the case of industrial products, advertising is unlikely to be considered except for some limited expenditure in relevant technical publications.
You are most likely to be interested in below the line methods of introducing and promoting your product in the chosen market. The approach is likely to be somewhat different for consumer and industrial products, although one method that can be common to both is the trade exhibition or trade fair.
The exporter's promotional plans therefore will involve activities aimed at generating sales leads and identifying prospective customers, as well as letting the market know you are in business and that you have something special to offer.
Elements of the Marketing Communication Mix
Promotional/communication is a key subset of the marketing mix and includes the elements outlined below. These seven elements have their respective strengths and weaknesses:
- Mass media
- Trade Press
- Trade Fairs
- Point-of-Purchase
- Editorial publicity
- Direct advertising
- Personal selling
Personal selling is the most direct and often the most effective means of communication. However it is only possible to reach a limited number of people and this is therefore an inefficient way to create a demand to pull sales through the distribution channels. Nevertheless, this method may be appropriate for specialist products or services where there are a few key influential buyers.
Direct advertising is used where the marketing communication can be aimed at named customers. Direct mail uses the postal service, with specific mailing lists for the target market. Samples and gifts are also a valuable form of direct advertising and are often sent through the post or given out at trade fairs or in store promotions.
Using public relations it may be possible for you to gain editorial space. Editorial publicity is news of a topical nature about the exporter's company, product or services which might be featured on television, radio or in the trade press.
Point-of-purchase promotions include special events and demonstrations in retail stores, supported by good display stands and materials. It is most effective because the customer is, it is hoped, being influenced at purchasing decision point. This method is often part of a co-ordinated effort, in harness with media advertising and special retail offers.
Trade fairs and exhibitions in overseas markets are a good means of showing the effectiveness of products and services. Many are internationally famous, e.g. Hanover and Leipzig in Europe, and specialist fairs such as the Cologne Food Fair, the Paris Textile fair and the Frankfurt Book Fair. Fairs serve disparate purposes - sales promotion, market penetration, establishing contact with agents, selling and product testing.
The trade press can be one of the most important media, with reasonable rates and specialised readership, thus the exporter is target marketing. Trade press includes trade magazines, newspapers and newsletters for particular interest groups, trades, professions and industries.
All sales promotional material should of course be in the local language, and should be prepared with local advice from your agent or other informed source.