Essential Tips for Effective Promotion

What It Means for the Consumer
“Turkey is one of the countries where word-of-mouth marketing is most effective. Turkish people live by their emotions and make decisions with their ears. In Turkey, personal bonds still matter greatly. Receiving a promotional product is, in a way, a thank you — a gesture that shows appreciation from companies that care about you as a person.

The Value Creation Process
I don’t see promotion as just an incentive campaign, but rather as a process of creating value and ensuring loyalty in the eyes of the customer. I consider such efforts to be a form of 'reward-based marketing.' It allows you to reach places that conventional advertising channels cannot.

“Loud Products Are Not Preferred”
In promotional products, items that scream 'I’m a promo!' are generally not favored by customers. At Gelişim Atölyesi, we’ve achieved strong returns from our promotional campaigns that tell authentic stories and create added value for our clients.

Should Align with the Communication Strategy
Above all, the planned activity must align with the overall communication strategy. The sales promotion and its communication components must be coherent and consistent.

Should Influence the Target Audience
The effectiveness of the sales promotion depends on its ability to drive action among the target audience. It should include features that capture attention and win their approval.

Clear Boundaries Should Be Set
The objectives of the sales promotion must be clearly defined, and the scope of the activity should be drawn with bold lines. These limits should remain within the average purchasing behavior of the target audience — without being too easy or unattainably ambitious.

Detailed Analysis Is Essential
Market conditions, product, competition, and consumer factors must all be analyzed in detail. A solid sales promotion plan requires understanding the market structure, seasonal trends, periods of growth or stagnation, and regional differences. You also need to review the competitive elements being used in the market.

Details Must Be Carefully Planned
Every mechanical aspect of the campaign must be meticulously planned — from stock levels to gift logistics, promotion tracking, and final reporting.”

Özlem Aydın
Excerpt from www.capital.com.tr