What is Promotional Marketing?
The IPM defines Promotional Marketing as follows:
"Promotional Marketing is any marketing initiative, the purpose of which
to create a call to action that has a direct and positive impact on the
behaviour of a targeted audience by offering a demonstrable, though
necessarily tangible, benefit."
To put it another way, Promotional Marketing is all about using marketing communications to get people to do something.
That something could be buying a product or service. It could be giving to a
charity or supporting one in some other way. It could be voting for a favourite
act. It could be doing more exercise.
Promotional marketing can even involve getting people to stop doing things
– like smoking, for example, or eating unhealthy foods.
marketing content can be delivered through various channels, including
broadcast, print and digital advertising, direct marketing, in-store,
experiential, coupons, competitions, value-added and price promotions, and
employee and retailer engagement and incentive programmes.
Our members use a range of promotional techniques, which can include:
These techniques are designed to engage people and get them to do something.