When it comes to promotion lots of people are inclined to take the stance that promotion is 'making people buy stuff they don't need.'
There is a lot of hate verging on hatred towards the promotion industry. Perhaps not as a whole but definitely towards some areas namely, direct or personal selling. What is the main catalyst to this aversion to the promotion industry? I feel it is the fact that people do not like being told what to do, it is human nature to need to be able to make up your own mind with the thought that no is telling you what to do. Although it's been proven that as part of the purchasing technique information gathering is of the main components; promotion is of the main methods companies use to report their products.
Today's consumer is named the post modern consumer. They are smart, brand aware, skeptical and in need of convincing or eye catching creativity and design in the event that they are to give an commercial over seconds attention. Never mind to part with their hard earned money.
It can be argued that over the past years the 'hard sell' buy now luminous signs and in your face tv adverts have proven to be financially profitable for all of those parties involved despite the cynicism surrounding them. There is the other method used in the formulation and deliverance of ads. The 'soft sell' which in essence is trying to sell a product or service without trying to obviously appear as you are trying to sell. It is removing the sales pitch from the commercial without losing any of the punch or effectiveness.
Soft sell promotion as the name suggests adopts a more sensitive approach to communicating their message, it is subtle and adheres to the promotion ethos of finding out what the customer wishes and delivering that; as against telling the customer what they need irrespective of research as with hard sell promotion.
When generating any promotion you need to ask yourself important query - what is it that you need to say? This ought to be the basis for the way the project progresses and for how your commercial is communicated. Keep your message concise and to the point, it is counter productive to point out over potential benefit of a product or service. You will give the recipient much information and render the commercial useless.
There is a lot of hate verging on hatred towards the promotion industry. Perhaps not as a whole but definitely towards some areas namely, direct or personal selling. What is the main catalyst to this aversion to the promotion industry? I feel it is the fact that people do not like being told what to do, it is human nature to need to be able to make up your own mind with the thought that no is telling you what to do. Although it's been proven that as part of the purchasing technique information gathering is of the main components; promotion is of the main methods companies use to report their products.
Today's consumer is named the post modern consumer. They are smart, brand aware, skeptical and in need of convincing or eye catching creativity and design in the event that they are to give an commercial over seconds attention. Never mind to part with their hard earned money.
It can be argued that over the past years the 'hard sell' buy now luminous signs and in your face tv adverts have proven to be financially profitable for all of those parties involved despite the cynicism surrounding them. There is the other method used in the formulation and deliverance of ads. The 'soft sell' which in essence is trying to sell a product or service without trying to obviously appear as you are trying to sell. It is removing the sales pitch from the commercial without losing any of the punch or effectiveness.
Soft sell promotion as the name suggests adopts a more sensitive approach to communicating their message, it is subtle and adheres to the promotion ethos of finding out what the customer wishes and delivering that; as against telling the customer what they need irrespective of research as with hard sell promotion.
When generating any promotion you need to ask yourself important query - what is it that you need to say? This ought to be the basis for the way the project progresses and for how your commercial is communicated. Keep your message concise and to the point, it is counter productive to point out over potential benefit of a product or service. You will give the recipient much information and render the commercial useless.
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