How can sales promotion be used to build brand equity?

            We have a new brand, people don't :  know us, trust us, believe in our product. So First of all we should focus on four points : Test and Trust, Competition, Quality and price, Necessity

            Test and Trust : in general we should make customer test our product. For example Porsche put a new brake system in some specific model so they invited people to try their new system to test and believe in it, this happened in Dubai.

Some brands in food sector invited you to test their product too. so this is the point when you build the trust it will spread, and its depend also if your product is " Necessities " to people or not for example bread in the Arab world is the most important product on the other hand it's not so important in Ethiopia.

            Competition : in any market there is competition, and to enter the market you should know the competitors, but they will not let you enter the market in that easy, some competitor will try to fight you in many ways. knowing the market and how to enter is the first step to continue. There is two way to enter the market First :

To Enter Strongly : Some company enter the market strongly like how HTC, and Samsung enter to the Mobile phone market, Nokia was a big competitor for them, But they enter to the market by adding its new finger print to the mobile phone sector, then Samsung exceed HTC by Diversification, and by serve a large segment of society (Low-income people & High-income people)

To Take your place step by step : some company enter step by step and start weak to be strong like Apple, But Apple provide a new service and it has no competitor when it start so they build their brand slowly and now they are strong and they compete other brands by focusing on one product to make the competition .

            Quality and price :  Of course when you build your brand name you will build it even with high price and good quality, or cheap price and not bad quality, and it will brilliant if you gather those two by adding good price and good quality like what Wall Mart do in the US. Because the customer like to purchase good product in cheap price as much as possible, although they will pay more for more : quality and benefits and this is your responsibility to make customer know those two also .

            Necessity : You don't want to put your product in a wrong area for example to sale a thick clothes in Saudi Arabia, or a summer shirts in Eskimo . Maybe you will make a sales because some people want to travel to another country and they need those product, but not when your brand is weak and this is your start, you know that in your first year your profit will just cover what you paid assets for example .

By focusing in those point I think you will know how to use sales promotion to build the brand equity.

 

 

Sales promotion plan Sales promotion is a tool used for the definition of the product among the largest possible number of customers to achieve the largest volume of sales and thus profits.
Objectives of the promotion Build awareness of products: the use of sales promotion techniques are highly effective in the detection of products for first-time customers, it can be these technologies as a key promotional elements in the early stages of introducing a new product to the market Create interest: marketers find that sales promotion be very effective in creating interest in the product.
In fact, often considered creating interest, the most important use to promote sales.
In the retail sector can effectively to promote sales to contribute in a significant increase in customer traffic to retail outlets.
Can internet marketers use some techniques to support an increase in the number of visitors to the site.
Another important way to create interest is to encourage customers to experience the product, that allows them the opportunity to experience the products for free or at low cost.
The provision of information: in general are designed to promote sales techniques to motivate customers to take some practical steps to buy, and are rarely these techniques only informational in nature.
However, some sales promotion techniques do not provide information to customers about the product.
For example, it may be made available to the experience of the product or service on the Internet for free for several days like some software or computer systems.
This may be of use include free access to product information via e-mail Stimulate demand: Beside build awareness and interest in the product, we find one of the most important use of sales promotion is to build demand and convince customers to complete a purchase.
Some special techniques such as reducing the price for a specific period to help the client on the speed of decision-making, and thus works to stimulate sales Brand promotion: Once the customer buys from you can through a sales promotion to encourage him to repeat purchase other times, and also serves as a reward for his loyalty to earn an agent always remains.
Many companies, including airlines, retail stores, rewarded discriminating customers special promotional offers, such as the "Special Offers" e-mail and price reductions surprise when you pay cash machine Sales Promotion rating And sales promotion can be classified based on the primary target audience who directs it.
These include the following Prompt for the consumer market: perhaps the most well-known methods to promote sales are those intended to appeal the final consumer.
Consumers are exposed to sales promotion almost every day, and many buyers waiting to find out Sell before making purchase decisions Market-oriented trade: and used sales promotion marketers to target all customers including their channel partners for distribution.
And initially used commercial promotion to entice members of the distribution channel from the merchants to carry out the distribution of marketed products, which have been stored, and take advantage of promotional offers Directed to dealers: This type does not have the same luster other technologies, but it is important, and targeted promotional offers in the market between companies and businessmen.
These techniques are used in the promotion of many industries ? How to Plan a sales promotion At any time launch a new product or service, it is important that you have a promotion plan designed to drive sales of the product.
You should not mix sales promotion plan marketing plan.
There are sales promotion plan that identifies the tools and strategies you intend to use to achieve your marketing goals.
Choosing the right strategy for sales promotion is vital to the success of the promotion, and without proper planning, sales promotion is less likely to succeed Preparation for the development of the plan.
Conduct market research before starting work on planning for sales promotion Make sure you know who your target audience is, and the ways in which you can reach them.
Find out what is used by competitors and other companies in your industry to promote their products.
Maintain that targeted customers in mind at all times, this is the most important thing put in Alaattabarand, the planning for sales promotion Decided the type of technology that you plan to use in sales promotion Remember advertising can be an important part of traditional sales promotion, but it's not the only place where it should spend your budget.
Consider options such as caring for an event (if potential customers will be attending this event) or a contest if you think it will be useful.
Your plan to promote the sales must launches the word about your product in the most effective way.
For example, if you said about your product on the Internet would not be appropriate if the target customer does not use the Internet regularly Across all the goals set by the significantly Identify the target number of potential customers you want to reach them, and a specified number of promotional materials that you want to distribute.
Make sure that your goals are specific and measurable so you can determine whether you are successfully implemented strategies that you specified in the sales promotion plan Estimating the costs of promotion and why do you think that the return on your investment This will give you some of the criteria by which to evaluate the effectiveness of sales promotion used by once the plan is complete.
Remember the separation of costs through different strategies that you choose so that you can evaluate and determine the effectiveness of your business and that it should avoid being used in the next sales promotion.
Always make sure that everything a specific goal that you can use to measure the success or failure Book sales and marketing plan Sales and marketing plan is a document outlining the sales and marketing strategies, and offers a plan to implement those strategies.
Effective marketing plan that includes general information about the entity's general approach to the development and promotion of its products, as well as concrete details on marketing and advertising budgets, advertising label means and promotional ideas.
In addition, developing a successful marketing plan that includes measurable benchmarks and quantitative targets, to be used in the evaluation of marketing strategies Steps Writing an introduction to a sales and marketing plan sets its goal and mission Description The broad purpose of your marketing strategy, such as directing customers to use the product for a wide range of uses, or show that the product solution safest or most effective for a particular problem.
Explain how this purpose can be commensurate with the broader goals of the facility, such as a company to become a leader in your field, or chart a way to retain customer loyalty over the long term.
Written analysis of the situation and describe and evaluate the current status of the facility in relation to the goal and the task that identified her This includes information about existing products, and the current status of the target market, and key competitors, and distribution network you use, and your financial situation at this stage and any external factors that affect your business and marketing activities.
Select the outline of a marketing strategy and objectives, explaining the specific details about how you intend to implement and achieve your goals Record information about the marketing mix: product, price, promotion and place.
The product is the item that you want to be purchased by the public.
The price is the amount that you want for the item, and the message that you want to connect, such as choosing a high price to indicate that you sell excellent products.
Promotion is the way you choose to raise the level of awareness about what is produced.
Place is a distribution strategy, which shows where you will be able to sell the product Select the budget in the marketing plan Select the amount you intend to spend on each type of advertising or promotional techniques.
Select the value in pounds for every aspect of the marketing plan, or place a percentage of sales, which will monitor for this purpose.
Determine the results you intend to get it through your marketing plan Must include the sales figures, and the percentage of sales growth and the time frame through which these developments will take place.

The best way is to act it in the right time, focus in your target and business, partner with relevant brands and no loose money when you are pursuing fast sales.
It is better to give product and services than low prizes.

to get more new customer and build trust betwien company and customer andknow what the customer need to done