Business Promotion

Business promotion is a key factor that influences its development. Knowledge is the only factor that can increase creativity. How can you be creative if you don't have knowledge? As knowledge in a specific field grows, so does the potential for creativity. Everyone has something inherent in them. It is believed that artists are more creative because they have talent in certain branches of art, and for that reason, they create art with an open mind.

What are the factors that influence business promotion?

• The company's logo – does it provoke the desired thought from the target audience?
• The website - Is it creative with colors and diverse content, and is it up to date,
• Product packaging – is it different from that of the competition and more attractive,
• The appearance of business cards, envelopes,
• The appearance of the store and its interior arrangement, cleanliness, lighting, equipment,
• The collaboration of employees with customers, both in person and over the phone,
• The attire of employees.

The process of building a company's image consists of:

• the company's identity,
• the company's communications,
• the company's image.

The company's identity is the reality in which the company alone survives. The company's communications represent a series of resources, messages, and media through which the company presents its uniqueness or brand to customers or the public. The company's image is the impression that buyers have.

The goal of leadership in building the company's image is for the company to communicate with a specific audience that is important to it. In this way, the audience will develop and maintain a desired perception of the company. This involves presenting the identity, communicating with buyers, and ensuring experiences with the product.

The relationship between promotion and communication

In marketing, the notion of promotion refers to the summary of activities through which awareness is created to try or utilize a product. The promotion covers activities aimed at increasing the sales of products and services.

Promotion is a form of communication between the company and its customers.

Promotion uses various methods to reach the target consumers by delivering the right messages in order to achieve the desired goals and the company's objectives.

The communication process helps to:

• identify the messages that need to be sent,
• define the target audience with whom communication will take place,
• decide on the form, message, and timing of when it should be delivered,
• gather information about the product's shortcomings or benefits.

Promotion involves the delivery of information related to products, product lines, product brands, and the company. Promotion is carried out through media such as television, radio, newspapers, the Internet, and telephone, or by using promotional tools such as sales promotion, personal selling, direct email, trade shows, and exhibitions.

The relationship between promotion and consumer behavior

The behavior of buyers is the study of when, why, how, and where people buy or do not buy certain products. Various factors of a psychological, sociological, and economic nature influence buyer behavior.

The buyer in the purchasing process has three different roles, namely:

• User,
• Payer,
• Buyer.

Promotion delivers information through which customers get to know the products and services they need. It reminds, encourages, and motivates the buyer to purchase what they need.

Purchase decisions are made by buyers in different ways and for various reasons. In order to attract a buyer, it is essential to understand why they are purchasing a specific product/service. Once this is known, the producer can direct promotional activities towards the buyers in a way that informs, interests, and persuades them to buy products from that producer. Not all buyers, or only a few of them, make the purchasing decision individually. They are always influenced by certain stimuli, which can come from the environment, such as economic, technological, legal, and political messages, cultural factors, or promotional messages transmitted through various media.

To learn the needs of buyers, it is necessary to understand what motivates consumers to make a purchase and how to influence them to buy the company's products and services. Understanding the buyers allows the company to develop the product and deliver it to the buyer in an appropriate sales manner, with a fair price and other promotional activities.