The marketer can design and implement a promotion strategy by maintaining three things such as- designing promotion strategies, developing advertising strategy, and developing personal selling strategies.
1. Designing the promotion strategies: The marketer should design the promotion strategies. Because, the success of promotion strategies largely depend on well designing. Consumers who dislike the brand and never buy it are not likely to be influenced by any promotions and con be ignored. But, the consumers who never buy the brand but have a favorable attitude toward it are vulnerable to the company’s promotion. Brand loyal consumers who like a company’s brand and purchase it consistently can be influenced by promotions designed to keep them happy customers.
2. Developing advertising strategy: Marketer should design the advertising strategy in terms of product and consumer relationship the product. The following steps should be followed in developing strategy-
The first step in creating an advertising strategy is to understand the consumer-product relationship by measuring consumer`s means-end chain for the product category or product form.
The second step is the driving force which is the basic value or end goal to be communicated by the advertisement. The driving force usually is communicated indirectly and in a subtle fashion; values are seldom mentioned explicitly in ads.
The final component of an ad strategy is the important leverage point by which the relatively concrete, tangible message elements and benefits and linked to the abstract driving force.
3. Developing personal selling strategies: ISTEA model can be used to describe a personal selling promotion strategy. “ISTEA MODEL” stands for impression, strategy, transmission, evaluation and adjustment. This model suggests the sales people`s influence depends on their skills at performing five basic activities.
Developing useful impression of the customers.
Formulating selling strategies based on their impression.
Transmitting appropriate messages.
Evaluating customer reactions to the message.
Although the ISTEA model was developed for industrial marketing situations, it is consistent with the communication approach to consumer promotion.