8 Types of Sales Promotion Tools & Advertising Mediums

You’re keen on taking your business to the next level, but marketing and sales promotions aren’t your strong suit? Do you go big with a flashy TV ad or keep it subtle with a clever social media campaign? Perhaps you’re pondering over the power of PR versus direct marketing.

You’re not alone. 

Whether you’re a seasoned small business owner or just starting, the options can be overwhelming. You’re always riddled with questions like, “Which tool or medium to start with?”, “What will it cost?”, “How will it work?” and so on. 

The world of promotion and advertising is a maze. In this blog, we’ll demystify 8 different sales promotion tools and advertising mediums you can use for your business. If you’re ready to grow your sales, keep reading!

What is Sales Promotion?

Sales promotions are quick moves that can turn window shoppers and prospects on the fence into buyers. Think discounts, special offers, and loyalty programs—these are your go-to plays for boosting sales and getting your brand noticed. 

Unlike your long-game branding, promotions are here today, gone tomorrow, and made to make people act now. 

The best part? They’re laser-focused on what the customer wants, and you can measure how well they work, tracking things like sales, coupon use, and return on investment. Here are some benefits of sales promotions: 

• Immediate sales boost. Unlike long-term brand building, consumer promotion tools offer quick, measurable spikes in sales. Think “Buy One, Get One Free” deals or flash sales. If you’re looking for quick revenue, this is your go-to; 
• Target audience engagement. Sales promotions let you zoom in on specific customer segments. Whether it’s a loyalty program for your die-hard fans or seasonal discounts for fence-sitters, you get to pick who to target; 
• Inventory control. Got excess stock of a particular item? Sales promotions like clearance sales can help you move that inventory fast, making room for new products; 
• Competitive edge. When your competitors offer similar products, a well-timed, well-executed sales promotion can tip the scales in your favor. It can make you the more attractive option in the eyes of customers. 

Whether you’re trying to break into a new market or just want to keep your existing customers loyal, sales promotion is the turbo-boost your business needs. 

Sales Promotion Tools and their Optimal Mediums for Promotion 

Sales promotions are the flavorful spice in your marketing mix, giving folks a reason to pay attention and engage. They can happen through various channels, each having its vibe and purpose. Sales promotion tools involve either direct or indirect channels or mediums. 

Direct Channels

• Advertising. Whether it’s on TV or online, ads reach a lot of eyes fast. They’re great for a quick sales bump or for launching new products; 
• Digital Marketing. From social media to SEO, this is how you get people who live online. It’s cost-effective and can be super-targeted;
• Emails. Don’t underestimate the power of a good email. It’s a direct line to your customer and perfect for personal offers or announcements.

Indirect Channels

• Sponsorships. Sponsoring events or teams can make you look good by association. It’s a softer sell but still keeps your brand in the spotlight;
• Public Relations. From news stories to influencer collabs, PR helps you control the narrative. It’s less “buy now” and more “Hey, we’re cool, trust us.”

Let’s look at each one by one. 

Advertising

Ever heard “Out of sight, out of mind?”. Well, advertising keeps you on your customer’s radar. It’s about hyping your product, service, or idea to make people notice and act. Here are two ways to advertise your business: 

Traditional Advertising for Broader Reach 

Traditional advertising goes the TV, radio, newspaper, and billboard route. It’s like casting a wide net, hoping you’ll catch some fish. Sure, it’s a bit of a gamble, but don’t write it off. Traditional advertising as a sales promotion tool is thriving: 

• 46% of the global brands plan to increase their retail media budgets in 2023.
• TV (20%), print (20%), radio (10%), and outdoor (10%) still hold a majority market share in the global advertising market; 
• Offline media spending in the United States increased by 7.6% in 2021. 

So, yes, offline ads aren’t going anywhere. Think about TV spots or billboards with exclusive discount codes for those who drive by.

Online Ads for Focused Reach

Digital advertising is your online game plan, using social media, PPC, and video platforms. It’s focused and lets you call the shots on targeting and budget. The digital ad world is booming:

• Digital ad spending in 2023 has increased by 9.5% from $549.5 billion spent in 2022; 
• The biggest spend is on search advertising, which has a market volume of US $279.30 bn in 2023; 
• 69% of total ad spending will be generated through mobile by 2027.

Starting is simple. Pick a platform like Facebook or Google, sort your ad design and text, choose your audience, and hit launch. Say you sell pet supplies—you can aim your ad at local pet owners. Creative and attractive promotions work well online and have the potential to make your brand go viral. 

So, pick your path or mix both, and let advertising keep you in your customers’ minds.

Sales Promotions

Look at sales promotions as a recipe for quick wins. They’re about creating irresistible deals and showing them to prospects willing to buy. Here are some ways to run sales promotions: 

In-Store Promotions and Signage

Remember the thrill of a ‘sale’ or ‘50% off’ sign at your favorite store? That’s the power of in-store promotions and signage. 

Bright signs and timely promos inside the store can make shoppers stop and buy impulsively. Here’s why you should think about it: 

• 76% of American consumers are enticed to enter a new store due to effective signage; 
• 68% of customers have made purchasing decisions based on signage and in-store promotion. 

Place signs that spotlight special features or deals, and you can influence how customers shop in your store. 

Ready to start? Design eye-catching signs and place them where they’re impossible to miss. For example, think “Buy 1, Get 1 Free” or “special one day discount on purchase price” signs near the counter, tempting last-minute additions to the cart.

Email Marketing

Imagine your customers opening their inbox in the morning to find your latest offer with a personalized subject line decked out in snazzy visuals and persuasive words. They’d be compelled to check out the email. 

In fact, email marketing is a great channel to engage prospects and get amazing returns on investment. 

• 41% of marketers admit that email is their most effective marketing channel; 
• 77% of marketers have reported an increase in email engagement in the last 12 months; 
• Welcome emails boast an impressive 86% open rate; 
• Email marketing ROI is a staggering 3600%, equating to $36 for every dollar spent; 

Sending personalized emails can be like a direct chat with your customer. It’s an easy way to keep your brand top of mind. And guess what? Done right, these emails can seriously lift your sales. Here’s enough proof: 

You should also try promoting your sales offer using email marketing. Do you want to try it? Start for free on Sender, draft a snappy message, throw in an offer, and hit send. 

For example, you can send a holiday newsletter featuring a unique promo code for the holidays or automate sending periodic sales promotion letters to hot leads. 

The best part is that Sender is free to use and allows you to automate your email marketing strategy for all your customers. So, they’ll be hearing from you every now and then, keeping your promotions on top of their minds. 

Social Media Announcements

You’re scrolling through your feed and see a post by your favorite café about a 2-for-1 latte deal. You’re inner impulse instantly wants you to act. That’s social media’s impact on people these days. They follow you and expect exclusive promotions, deals, and scoops into the latest products. 

• 49% of consumers find the perfect product by seeing a targeted ad on social media by a brand or business;  
• 71% of live stream viewers online have purchased something via social media; 
• Gen Z makes more purchases via Instagram, TikTok & Snapchat. Baby Boomers buy more from Facebook; 

You must promote your sales and offers on social media via announcements. You can go live on Instagram or TikTok announcing a special offer or create a post with an image or video and drop the news about the special promotion. 

For example, you can launch a limited-time Instagram Stories coupon or announce cash refund offers that disappear in 24 hours, racking up the FOMO factor.

Public Relations (PR)

Are you tired of posting online, shouting into the void, and all sorts of outbound promotion activities? PR can be your secret track to credible third-party validation and inbound leads. 

It’s less about saying you’re awesome and more about getting someone else to do it for you. Here’s how it works: 

Press Releases Through Media Outlets

Have you ever read a news article about a brand-new product and thought, “Gotta get that!”? That’s press releases at work. Media love stories, and so do people:

• 42% of individuals rank press releases as the most trustworthy type of content; 
• 68% of businesses report increased brand or product visibility because of press releases. 

You can draft your release, identify target media outlets, and pitch your story for organic PR coverage.

If that’s too much work, you may hire PR agencies for your business to do the heavy lifting for you. An example of a press-worthy PR piece can be about your business’ sustainability practices featured in a newspaper or online publication.

Remember, PR isn’t just about quick wins; it’s building credibility brick by brick. So, think of it as a long-term measure to support your regular sales promotion tactics. 

Influencer Partnerships

See your favorite influencer raving about a product, and suddenly, you’re hooked. That’s influencer partnerships for you. Can’t ignore the numbers:

• 31% of users on social media discover new products through influencers; 
• Brands can earn up to $5.78 for every dollar spent on influencer marketing.

To kickstart, identify influencers that align with your brand, negotiate terms, and launch your campaign. For example, you can plan a week-long IGTV series with a popular foodie, where they cook using your kitchen gadgets.

Corporate Blogs

Your website’s blog section can also be an organic promoter for your business. Confused? Well, the world searches on Google, and if you’re good with SEO and value addition, you’ll attract clicks to your blog. 

• 55% of brands gain new clients due to blogging;
• Marketers that prioritize blogging experience 13x more ROI. 

To get the ball rolling, brainstorm topics that resonate with your audience, write insightful posts, and share them across channels. For example, a detailed guide on how using your new software can solve a problem for your audience. 

Direct Marketing

Are you always eager to cut through the noise and go straight to the source? Direct marketing can be your sidekick. It’s like going directly to your customers and telling them about your best deals or latest products.  

Direct marketing is more about targeting right and adding a personal touch. Here’s how you can get started and make your customers feel like they’re the only ones in a room. 

Direct Mail For Older Demographics or High-Value B2B Clients

Remember when you got an exciting mail that wasn’t a bill? It must’ve got you curious. Right? That’s the charm of direct mail. 

• 80-90% of direct mail gets opened, while only 20-30% of email gets opened on a good day;
• Adding direct mail to a digital campaign results in a 118% increase in response.

Use direct mail instead of their digital counterpart to target customers who are in the older age groups. You can also try nurturing B2B clients through direct mail. Here’s an idea – identify your target audience, design compelling mailers, and send them out. 

For example, send a personalized birthday card to your B2B prospect with a special discount code for your premium service. Add a special QR code tied to a Google form or use the personalized discount code for tracking if they converted. 

Email Marketing for Ecommerce & B2C

Email marketing works amazingly well for ecommerce and B2C segments. After all, people love finding ‘gold deals’ online and grabbing them swiftly. 

Use Sender to create and segment your customer list, craft response emails to promote your steal deals and turn prospects into customers. For example, a cart abandonment email sequence offering a limited-time 10% discount to get them over the finish line can work wonders for your ecommerce store. 

Personal Selling

If your audience is old-school, you must strive to build a connection with personal selling. Personal selling is about rolling your sleeves and getting face-to-face with potential customers. It works well for industries and businesses with high-ticket sales or where people trust a real human. 

Face-to-Dace or Video Meetings for High-Value Products & Services

If you’ve got a high-stakes product that needs a little more convincing, face-to-face or video meetings could be your golden ticket. It is still one of the best ways to sell globally for high-ticket purchases. Think luxury jewelry or real estate. 

• Using video for sales outreach increased response rates for more than 60% of sales reps; 
• 76% of executives prefer face-to-face meetings for sales discussions. 

If you’re eager to start, the path is simple. Identify your high-value prospects and cold leads, start approaching them and set up meetings. Prepare a killer pitch that answers all their objections and apprehensions. And don’t forget to let them do the talking and be in control. That often does the trick! 

In-Store for Retail Products

Have you ever had a store associate help you find the perfect pair of jeans? That’s in-store personal selling. This works well for apparel retail and modern retail stores. 

Teach your sales force about the products you want to push, set some selling goals, and let them try their hands at assisting customers. Train them about cross-selling and upselling and ask them to behave like a personal concierge. 

For example, offering free samples in your retail store or offering personal assistance to help them discover the latest products in their budget. It’s simple and boring but often works well in a store with hundreds of options. 

Digital/Online Marketing

Thinking of taking the digital route for your promotions? Online marketing is a great idea. It’s not just about being seen; it’s about being remembered. 

There are a million ways to start digital marketing for business promotion. The best are the ones that fit your budget and capabilities. Here are a few to help you get started: 

SEO and Content Marketing for Long-Term Engagement

Ever Googled a question and found the answer in a blog? That’s SEO and content marketing at play. Here’s the deal:

• 67% of marketers share that content marketing generates demand/leads for their business; 
• 49% of businesses reveal that organic search offers them the best marketing ROI.

If you want to promote your business organically, you should invest in creating value-packed content and SEO. To kick off, identify your keywords, create killer content, and watch the organic traffic roll in. For example, if you run a store about fishing equipment, a blog section on the website that covers the A-Z of fishing can be a great start. 

PPC and Social Media Ads for Short-Term Campaigns

PPC and social media ads offer instant visibility with precise keyword/audience targeting and real-time adaptability, making it ideal for quickly promoting limited-time offers or product launches. PPC and social media ads can be your quick win in a world of virality and instant engagement. 

• PPC generates double the number of website visitors that SEO brings in; 
• An average consumer spends about 145 minutes on social media every day.

It’s too big an opportunity to ignore. Right? So, pick your platform, set your budget, and craft some eye-catching ads. For example, you can plan a two-week Facebook ad campaign promoting your seasonal autumn collection with a “Buy One, Get One Free” offer.

Influencer Marketing

Ready to ride the influencer wave? Influencer marketing is like having the cool kids in school vouch for you. It’s not just about reach; it’s about trust. You can start promoting via influencers in two ways: 

Social Media Platforms like Instagram, YouTube and TikTok

83% of customers discover new products and services on Instagram. They follow influencers, believe in recommendations, research online and buy. That’s the power of influencers and social media for sales in 2023. 

• 87% of users take an action after seeing a product on Instagram; 
• 39% of shoppers buy products through TikTok. 

To get started, identify influencers that vibe with your brand, set some campaign goals, and reach out. For example, you can plan a collaboration with a travel influencer to showcase your eco-friendly backpacks on their weekend getaway.

Affiliate Blogs and Guest Posts 

Blog features can make you an instant hit. They offer more than just a shoutout; they give your product a story that stays online for a long time. Plus, if you run an affiliate or referral program, bloggers will love to post about you and bring you regular traffic (and sales). 

• Guest blogging is the third most popular link building strategy. 47% of SEOs use it for improving organic footprint; 
• Guest posts from thought leaders or influencers increase social media engagement by up to 60%. 

You can start by researching bloggers who fit your niche, sending them a compelling pitch, and offering them something worth value in return. For example, you may send a sample of your new skincare line to a beauty blogger for an in-depth review.

Trade Promotions

Trade promotions, exhibitions, and fairs let you mingle with industry peers and potential partners. They are like networking happy hour and offer you a direct line to decision-makers. Here are two ways you can use trade promotion tools: 

Trade Shows and Industry-Specific Publications

Have you ever walked a trade show floor and felt like a kid in a candy store? If you love trade shows, you must utilize them to pump up your sales revenue. Here’s why you should be serious about them: 

• Converting a trade show lead is 38% less expensive than relying on sales calls alone;
• 71% of SMEs generate business at trade shows using face-to-face networking. 

You can host a live product demo at a major show to attract new customers or even use innovative tech to attract eyes to your brand. 

It may sound like a lot of work, but in reality, it’s so fruitful when you consider the ROI. To get started, research upcoming shows, book a booth, get your business cards ready, and you’re good to participate. 

B2B Email Lists

Email is a great channel to nurture interested prospects. You must start building an email list if you want to sell more in the B2B segment. 

• 41% of B2B buyers use email for purchasing decisions;
• 89% of marketers use email as their primary lead gen channel.

You can start by building your email list first. The prospects can enter your list by downloading a free resource or lead magnet on your website. Once you’ve got a list, you can start planning lead nurture email marketing campaigns. 

Each campaign can include welcome emails, introduction emails, promotion emails, follow-up emails, and more. Using a marketing automation solution can help you execute the idea pretty quickly. 

Key Takeaways

Promoting your business should not be a mystery puzzle you keep fiddling with. You need to get out, experiment with different mediums, gather data, and double-down on platforms and mediums that work. 

Author Bio

Anmol Ratan Sachdeva is a content marketer and small business consultant who has a strong grip on topics like marketing automation, email marketing, and content marketing. He loves to write about building, improving, and growing a business.