knowledge of Promotion Strategies

Strategy of Steemit Promotion

A. Understand Steemit promotion strategy
Promotion is one part of a series of preliminary activities or provide information about steemit,
Promotion is an activity communicated to another steemian, conducted by posting, persuading or invitation and acknowledgment or knowledge, all activities aimed at increasing the volume of steem recognition by attracting interest in posts in making a decision to buy comments. To clarify the meaning of promotion, here are some definitions

According to Tjiptono (2001: 219) promotion is essentially a marketing communication, meaning marketing activities that seek to disseminate information, influence / persuade, and or remind targeted markets of the company and its products to be willing to accept, use and loyal to the promo offered concerned.
Further Kotler (2002: 41) states that "Promotion is a variety of activities undertaken by companies that highlight the features of its products that persuade target consumers to buy it".
While Sistaningrum (2002: 98) reveals the meaning of promotion is an effort or activity of the company in influencing the "actual consumers" and "potential consumers" so that they want to make purchases of products offered, current or in the future. The actual consumer is the consumer who directly buys the product offered at the moment or shortly after the promotion of the product is launched by the company. And potential customers are consumers who are interested in making purchases of products offered by companies in the future.
Lupiyoadi (2001: 109) states that "sales promotion is all activity intended to increase the flow of goods or services from producers to the final sale. Point of sales promotion consists of brochures, information sheets, and others ".
According to Fandy Tjiptono in his marketing strategy (1997: 249), sales promotion strategy is an activity plan undertaken to increase demand from end users or consumers aimed at increasing sales turnover by directly affecting consumers. While according to the cravens in his marketing strategy, (2002: 77), sales promotion strategy is planning and control of communication from an organization to consumers and other targets.
Thus it can be concluded that sales promotion strategy is planning or activities of an organization / company in order to achieve the target so that the desired goal can be realized.

B. Purpose of sales promotion strategy
The purpose of sales promotion is very diverse: stimulating demand, increasing the desire of consumers to try products, establishing goodwill, increasing consumer purchases, can also encourage consumers to buy more and minimize alternating brand behavior, or encourage consumers to try new product purchases. Other goals can also be to encourage product repurchase, can attract new customers, influence customers to try new products, attack competitors' promotional activities. Sales promotion aims to stimulate quick buy response, which include race, gift giving, combination of offer, coupon, and discount for consumer.
The purpose of promotion is to influence a consumer in making decisions to increase sales volume, in other side there is also from the promotion of selling a good or service. In the promotion we not only communicate or convey information, but also want a communication that is able to create an atmosphere / situation where customers are willing to choose and have the product. Thus the promotion that will be done must always based on several things so that the expected goal can be achieved.

In general the purpose of sales promotion:

1. Increasing demand from industrial users and / or end consumers.
2. Improve company performance
3. Support and coordinate the activities of personal selling and advertising.
   The purpose of the company to promote by Tjiptono (2001: 221) is to inform (informing), affect and persuade (persuading) and remind (reminding) customers about the company and its marketing mix. Sistaningrum (2002: 98) explains the purpose of promotion is four things, namely introducing yourself, persuade, modify and shape the behavior and remind the product and the company concerned.
   In principle between the two are the same, that is both explain when the product is new then it is necessary to introduce or inform the consumer that there is currently a new product that is not inferior to the old product. Once consumers know the new product, consumers are expected to be affected and persuaded so switch to the product. And in the end, the company simply reminds that the product is still good for consumption. This is done because of the many attacks coming from the competion

Main Purpose of Product Sales Promotion Strategy

1. Increase Volume
   Sales promotion strategy is very useful to meet the needs of your business short-term goals. You can do to spend on old stocks, reduce existing stock in the warehouse or to meet existing stock at the retailer level before your competitors introduce their products.
   Sales promotion strategies can also make "marginal buyers" come buy your product. Marginal buyers are those who buy only when a product or service is in the "promotion" period. This marginal buyer bias is not favored by the company.
   But you do not worry, sales promotion strategies can lead marginal buyers into loyal buyers, as long as your products hit their hearts.
2. Increasing Buyers Trying
   Sales promotion strategies can also make your potential buyers come to use your product or service. Potential buyers are people who have never used your product or service or have only used similar products or services from your competitors.
   They will never buy your product in bulk before knowing that they love your product or service. And the important point, potential buyers are the main source to increase your sales volume. Sales promotion strategy you can do by:
   • Provide free samples or coupons to try so that potential buyers can try your product or service.
   • Provide additional benefits so that your products or services look superior to similar products.
   • Provide short-term financial benefits. Could by way of providing installments without interest purchases, of course with due regard to the situation and condition of your business.

1. Improving Repurchase
   Sales promotion strategies by way of repurchase promotions can be used to increase a fixed purchase or a large number of purchases. Promotional buybacks can also be used to "disturb" the launch of a competitor's product and make your customers accustomed to using the products you create. You can use effective ways such as:
   • Coupons in products that contain discounts for future purchases.
   • Using the "buy three free one" way.
   • Or use the "10 free one coupon" method.
2. Increase Loyalty
   Loyalty promotions are different from sales promotion strategies such as direct discounting. Promotion of loyalty is more to provide the attraction of long-term benefits to consumers. An example is you provide a coupon containing certain benefits. Anyone who earned the coupon is eligible to be a club member in which contains the facilities you provide specifically.
3. Expanding Usefulness
   When the initial usefulness of a product or service begins to disappear, you should immediately expand the usefulness of your product or service. Examples like my friends did. He tried to expand the usefulness of his motorcycle taxi. He changed the services that used to only take passengers into the school children's shuttle service.
   Even the last he added services, namely tour package tour object in Jogja. In addition to this example, you can also use the way of joint promotion with other companies.
   If this one I often call the leverage of business or leverage. An example is a coupon from an outbound travel agency for landing rafting equipment for example.
4. Creating Interest
   Sometimes these goals are considered as the objectives of a less obvious product promotion strategy. I myself do not know where the less obvious.
   But I think there are benefits if you have a product promotion strategy goal like this. Have you ever been bored in an annual routine? Buying a product or service is just the same.
   They can be bored with the same products or services. The way to keep your customers from getting bored is to create an interest. You can do product promotion strategies in an entirely new way to do things, and people love to do it.

1. Creating Awareness
   Some product promotion strategies are very effective in making people aware of a product. If you have, use a sales team to promote your product or service. If an example of a product promotion strategy is you can do a joint promotion with other products or services that are already known in a particular market.
   Do not worry about it that way. You will not lose customers just by "sharing" a joint promotion. Not originally with similar category products or services.
2. Shifting Attention from Price.
   One thing I love about the purpose of a product promotion strategy is to divert consumers' attention from the price so as not to get caught up in the price war. Price war can make you exhausted, get a thin margin or even your business shattered to pieces. Many ways that your customers can divert their attention in terms of price. Examples such as:
   • Buy three free one.
   • Discount for next purchase.
   • Or offer packs with more contents, as did the shampoo sachet packaging, "fill 30% more".
3. Getting Support from Intermediaries.
   Your product or service needs support from an intermediary. Intermediaries herein means wholesalers, distributors, agents, retailers or brokers. Even the customer-can be called an intermediary if they participate recommend your products because they are satisfied.
   You must make effective sales promotion measures to your intermediaries. Examples of product promotion strategies are:
   • "get member" program that gives money to customers when bringing other customers.
   • Provide price quotes that can make your distributor, agent, retailer or sales margin higher.
4. Discriminating Users
   Maybe you are a bit strange with this tenth product promotion strategy. The sentence sounds awkward. But to keep the authenticity of the source so I am also not wrong in giving it to you, I still use the original sentence.
   But the logical explanation is like this, discrimination among users allows your business to develop a special package of products, prices, distribution and promotion for different categories. If you are still confused, for example like this:
   • You provide a special price for those who place an order early or through a certain place such as coming directly to your store, special order via the web or others.
   • Certain groups you give special rates that you do not give to other groups. An example is you give a special price to children, but the price does not apply to parents and adults, as do the bus fleet in the city.

C. The nature of the sales promotion strategy
The properties of sales promotion are:

1. Communication; able to attract attention and provide information that introduces customers to the product.
2. Incentives; provide valuable and valuable stimulus for customers.
3. Invitation; inviting audiences to buy right away.
   Based on the objectives to be achieved, sales promotions can be classified into four types:
4. Customer promotion, ie sales aimed at encouraging customers to buy.
5. Trade promotion, ie sales promotion aimed at encouraging wholesalers, retailers, exporters and importers to trade goods and services from sponsors.
6. Sales - force promotion, which is sales promotion that aims to motivate the seller's fleet.
7. Business promotion, ie sales promotion to acquire new customers, maintain customer contact relationships, introduce new products, sell more to old customers and educate customers.
   But clearly what kind of needs will be programmed to be influenced, stick to the planning how to keep the company still exist and develop. Especially if the company has more than one product line of products.
   Overall sales promotion techniques are short-term marketing tactics. In fact, sometimes sales only increase during sales promotion activities take place. Sales promotion is also not able to undermine customer loyalty to other products, even sales promotions that too often can reduce the image quality of goods or services, because customers can interpret that goods or services are low quality or cheap category. It is acknowledged, however, that sales promotions produce faster responses than advertisements.
   D. Function of sales promotion strategy
   The function of sales promotion strategy is to achieve communication objectives. Communications techniques and incentives provide several benefits, sales promotions can be used to target buyers, answer specific issues, and create purchase incentives. In developing a sales promotion strategy it is first necessary to define the communication tasks that the sales promotion program is expected to achieve. The levers of special promotional goals are set out in terms of awareness and buying desire. It is worth evaluating the relative cost savings of reasonable sales promotion methods and selecting methods that offer the best combination of costs and costs. Neither the contents of the sales promotion time maupuri should be coordinated with other promotional activities. Finally the program is implemented and evaluated based on its continuity. Evaluation measures the extent to which a goal has been achieved. For example, trade show results can be evaluated to determine how many contacts are made turn into purchases.

E. Sales Promotion Activities
In doing promotion to be effective there needs to be promotion mix, that is optimal combination for various kinds of activity or selection of type of promotion activity most effective in increasing sales. There are four types of promotional activities, among others: (Kotler, 2001: 98-100)

1. Advertising (Advertising), a form of non-personal promotion by using various media intended to stimulate purchases. Advertising type:

• Agency or intuitive behavior (bank, supermarket, department store)
• Brand name (Toyota, Honda, pepsodent, cerebrovit)
• Advertising of certain types of goods (public service ads)
• Advertising sales (on certain occasions)

1. Personal Selling Sales, which is a form of promotion between the seller and the prospect to introduce a product to the prospect and establish the customer's understanding of the product so that the customer will then try and buy it. Attributes of face-to-face sales:

• Personal or direct contact with the consumer
• Direct response to consumer questions or reactions
• Strengthen the relationship with consumers, if his attitude is satisfactory
• Oprational cost is quite high

1. Publicity (Publisity), is an attempt to stimulate the demand of a product in a non-personal manner by loading interesting commercial news about the product in print or other media, mapun the results of interviews broadcast in the media.
2. Sales Promotion (promotion promotion), which is a form of promotion outside the above three forms intended to stimulate purchases by consumers and the effectiveness of distributors, through exhibitions, performances, demonstrations, demonstrations. Promotion Types:

• Consumer promotions (eg sample goods, gift demonstration coupon coupons)
• Trade promotion (purchase credit, joint advertising)
• Business promotion (sponsor performances, sales contests)

1. Direct Marketing (Direct marketing), which is a form of individual sales directly intended to influence consumer purchases. The nature of direct marketing:
2. Nonpublic: Messages are usually addressed to a specific person, such as sending mail via mail or email, it means that knowing the message is only related parties only, the public does not know.
3. Customized: Messages can be prepared and designed with the best first before sent to the person concerned so that he is interested.
4. Latest: Messages can be prepared very quickly in accordance with current conditions.
5. Interactive: Messages can be changed according to the responses of the people concerned so as to generate an interactive communication.
   There are three main ideas in business planning proposed by Kotler-AB. Susanto (2000: 80);
6. That the business of a company should be like "Portfolio Investment", ie it is necessary to decide which business can be developed, maintained, reduced or even stopped. Because each business has its own advantages and the company's resources must be managed according to its favorable potential.
7. Orienting the potential for future profits by considering the market growth rate and the position and suitability of the company. Not enough to rely on sales and profits that have been achieved in the previous year as a guide.
8. Strategy. The company must have and establish a work plan to achieve long-term goals by looking at industry positions (see Competitor Identification), objectives, expertise opportunities and company resources.
   In addition to the above three main ideas, it is also necessary to analyze or approach to respond to changes in market conditions that could have an impact on cost factors, Tjiptono (2000: 7-8). So by doing the analysis can be done in anticipation so as not to out the uncontrolled cost that can affect company policy.