Let's say you're opening a new fitness club and decide to hold an open day. All visitors can work out for free, take part in competitions, and receive various discounts and bonuses. In this way, you want to show that you're not hiding anything from potential clients. The opportunity to see everything with your own eyes inspires trust in visitors, which encourages them to buy memberships.
Let's look at another example. Promoters from a pet store give people samples of pet food. Potential customers can see how their pet reacts to the food. If the animal likes the treat, the owner may become a regular customer.
Don't forget that it is the friendly attitude that attracts potential consumers. If a person is already interested in the product, then after a pleasant conversation with the sellers, he will most likely come to you again.
How to achieve multiple growth in traffic and sales from your website?
Alexey Boyarkin
Dmitry Svistunov
Head of SEO and Development
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I have always been concerned about dentist data package the issue of moving to a fundamentally new level. So that the indicators would grow not by 2 or 3 times, but by several orders of magnitude. From a thousand visits to ten thousand or from ten thousand to a hundred thousand, if we are talking about a website, for example.
And I know that such leaps are always the result of painstaking work in five areas:
Technical condition of the site.
SEO.
Collection of site semantics.
Creating useful content.
Working on conversion.
And at the same time, every manager needs an increase in sales and the number of applications from the site at the moment.
To get this growth, download our step-by-step template for increasing sales from the site:
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Communication tools BTL advertising
Marketing communications consist of three main types: public relations (PR), sales promotion (Promotion) and direct marketing (Direct marketing). Let's consider each of them in more detail.
Public Relations (PR)
Previously, traditional PR methods were mainly focused on working with the media, including interacting with journalists, distributing press releases, and holding press conferences. However, with the diminishing influence of traditional media on the audience, the PR sphere has begun to actively embrace social media.
With the emergence of new areas such as content marketing, SMM, SEO, SMRM, storytelling, influencer marketing, email marketing, PR technologies have also undergone changes. In the modern technological world, the classic PR area – event marketing – has acquired greater importance.
Pros and cons of BTL advertising
Source: shutterstock.com
The main objective of public relations is to convey the story of the brand, its values and significant events that may interest a wide audience. The essence of PR is to attract the attention of consumers with an exciting story, create a positive perception of the product or service, and strengthen the brand's reputation.
For example, the well-known energy drink Red Bull actively sponsors and organizes extreme sports and competitions. This attracts the attention of an active audience and demonstrates that with this brand, you can achieve any heights. Content related to stunts, records or the competitions themselves is also specifically targeted at that part of the audience that cannot personally participate in the events, but is involved.
Modern PR strategies use various channels to interact with the target audience:
Organisation of events , including sponsored and online events such as presentations, workshops, discussions and exhibitions.
Active presence on social networks, where branded communities are formed and maintained, reputation management is carried out, as well as responding to negative reviews and comments, interaction with agents of influence and content creation.
Using Internet resources such as websites, landing pages, forums, content aggregators, online media, as well as cooperation with bloggers and vloggers whose thematic materials correspond to the promoted brand.
Email distribution to deliver content and news to subscribers.
Creation and distribution of printed materials such as brochures, presentations and social reports.
Cooperation with traditional media , including television, radio and print media.