11 Ideas for Product Promotion

By Indeed Editorial Team

Published March 1, 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Promoting a product involves creative marketing strategies to increase sales by reaching a specific audience. Launching and promoting a product are both part of the process businesses complete to boost revenue and build brand loyalty. Understanding product promotion can help you learn marketing strategy to increase sales and grow brand awareness. In this article, we explain what products promotion means and offer tips and suggestions to help you successfully promote any product.

What is products promotion?

Products promotion is the process of marketing a new or featured item or service to consumers. It is a group of techniques used to bring attention to a brand and a specific product when it is first released into the market or once a company decides to feature this item after it's been launched.

Promoting a product is any important way to drive sales and increase revenue to cover costs for initial research and development, manufacturing costs and product trials. However, a carefully planned promotional campaign can bring large profits once the product gains attention in the consumer marketplace.

Related: What Is a Sales Promotion (Includes Tips and Examples)

How to promote products

Promoting a product involves many considerations before you market the item to consumers. Here are the ways you can prepare to promote a product:

1. Address the four main points of the promotion process

In order to effectively market an item, you need to consider the product, sales price of the item, how the item will be placed in stores (either brick and mortar or online) and what techniques are best to promote the item. Here are the ways you can work through this process:

  • Product: When a company develops a new product or even refreshes something older, marketing professionals need to get to know and consider the item from the consumer's perspective. Determining key features, identifying the target audience for the product and creating product descriptions are all part of the first step to selling an item or service.

  • Price: Another important part of selling a product is to determine how much the item will cost consumers. The price of an item is determined by many factors including manufacturing costs, market value and making the item competitive with other brands.

  • Placement: Marketing professionals have to consider where the product can best be placed or sold to reach the maximum number of consumers.

  • Promotion: Finally, marketing professionals need to strategize how and where to promote a product. Advertising an item or service may require multiple campaigns across varied media formats. Creative product launches can attract new consumers and help regain the interest of repeat customers.

2. Prepare your advertising

Work with design staff to create product packaging and labels that match your marketing strategy. For example, if you plan to reach an audience by promoting an eco-friendly product, consider how the graphic design elements can complement this approach. Make digital and print advertisements that are ready to publish as soon as the product is released.

3. Launch or relaunch a product

Once you've created or refreshed a product, priced the item and placed it for sale, it's time to release the product to consumers using your promotional strategy. Involve loyal customers and the press by generating information ahead of the launch through direct marketing.

4. Get the attention of your customers

As you launch your product to the consumer marketplace, gain interest and attention by marketing to your existing customer base. Encourage loyal customers to try your product through a variety of promotional techniques. Reward them by offering exclusive pricing and other incentives.

Read more: Promoting Products: A How-To Guide

11 ideas you can use to promote products

Consider these ways you can bring attention to your products in the consumer marketplace:

1. Offer a discount

Consumer choices are often affected by price. Offering a discount for a product can encourage customers to try the product when they know they are getting a discount. It's best to make the price break a limited time offer to also create a sense of urgency to purchase the product before the discount expires.

2. Sponsor a contest

Promoting your product through a contest generates excitement. You can give away the product or offer another prize that is attached to your brand. Either way, make the contest clearly connected to the product through social media, email marketing or direct mail.

Many businesses that choose to utilize social media for the contest require participants to follow a product page, repost and tag other users to directly reach new consumers.

3. Use email marketing

Email marketing is an effective way to encourage consumers to sign up for a rewards program or email newsletter. You can also use an email to invite customers to visit a product website to find out more information.

A piece of email marketing should include a brief product pitch and share the product's value for your customers. Include a call to action as a closing to increase the immediacy of the need for your item.

Related: How to Launch a Product Marketing Campaign

4. Blog about it

Blogs allow you to create an informative yet conversational pitch for your product. Long-form content through a blog post can help establish a source of information about a product. You can also utilize voices from outside your company to create trust with your audience. Guest blogs from an industry thought leader or influencer that review or discuss your product can reach a wider customer base since you combine your brand with theirs.

5. Encourage reviews

Reviews allow your customers to speak for your brand as ambassadors to other consumers. Many customers use reviews to evaluate and research a product before making a purchase. A positive review can act as a personal endorsement or recommendation from a trusted source. Positive reviews can work to effectively promote your product through consumer-to-consumer marketing.

You can encourage customers to leave a review by offering discounts or other product specials. Some of your best customers may even want to do this without any incentive because they are so fond of your brand.

6. Collaborate with an influencer

Endorsements or positive reviews from an online influencer can have a big impact on promoting your brand to consumers. This is especially helpful for smaller companies that don't have a large following online. Using an influencer as a brand spokesperson automatically expands your audience.

Identify an influencer in your market and reach out for a product review or endorsement. You'll need to offer some form of payment either in free product or monetary payment.

7. Submit a press release

Crafting an attention-grabbing press release can be a smart tool to reach out to journalists and influencers. A press release announcing the launch of a new product or a special promotion for an existing item can help generate news about your brand. With lots of products vying for market space, it may be more helpful to personally reach out to certain media outlets to increase your chances of getting your product mentioned.

8. Promote pre-ordering

Allowing consumers to preorder a product can generate interest from existing and new customers. Using social media channels to promote the pre-order campaign can even bring more attention if you link a special offer to the pre-sale. Consider adding additional merchandise, product discounts and other bonuses to customers who chose to purchase ahead of a product launch.

9. Reward loyal customers

One way to get consumers excited for a product release is by offering incentives to loyal customers. You can use your email contact list to share exclusive updates about new offerings and offer discounts to customers who enjoy your brand.

Use rewards that are already in place for your brand like extra points in a rewards program or early alerts for email subscribers.

10. Give a free sample

Another way to promote a product is by giving products away for free. You can do this at trade shows, through online contests or by reaching out to specific audiences. Depending on the type of product, you'll need to decide how many items you plan to give away. If your item is too large or expensive to just give out to consumers, consider using promotional products with the item's logo.

11. Host an event

You can highlight your product or business by hosting a virtual or live event and inviting consumers to take part.

Virtual events can include:

  • Interviews with product designers, industry professionals or company leaders

  • Question and answer sessions regarding the product

  • Live product demonstrations through social media

  • Behind the scenes tours of product facilities via live video feed

In-person events can include:

  • Open houses for certain businesses

  • Live product demonstrations at trade shows or other events

  • Sponsored festivals

  • Sidewalk markets and sales

Tips for effective product promotion

Here are some ideas to help you effectively promote your product:

  • Be timely: Promoting a product near the time of its launch is essential. Marketing a product before and after it's released makes an item relevant to consumers.

  • Use multiple techniques: To successfully promote a product, businesses often use multiple methods. Accessing different resources as you market an item can help you reach different consumer groups and gain a wider sales audience.

  • Know your audience: Before you create a marketing campaign, it's important to perform research to determine the key demographics of your customers. This can help you decide how to promote your product. For example, if your product is more appealing to a younger audience, you may choose to promote it through social channels and influencers instead of direct mail.

  • Leverage social media: Promoting a product through social media platforms can gain a wide amount of attention through user actions. Shares and likes on social posts work to promote an item organically (without the use of paid advertisements). You may need to customize and tweak your promotional plans for each unique social media platform.

  • Consider global promotion: If you plan to promote your product across foreign markets, it's important to research your global audience. Marketing strategies may differ in regions outside your domestic market. Consider how the tone, images and language choices in your promotional materials will be received by citizens of other cultures.

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