Final Project: Marketing Strategy - Promotion

Promoting a product is very important in the process of getting the product sold. If people don’t know a product exist, how are they going to realize that they need it? That’s where promotion comes into play. According to Armstrong & Kolter, retailers use “ any or all of the promotion tools—advertising, personal selling, sales promotion, public relations, and direct marketing—to reach consumers”. (Marketing: An Introduction, Armstrong & Kolter, Pg. 358) Advertising can be done in newspapers, magazines, radio, catalogs, newspaper inserts and direct mail although the best advertising I feel can be done not only on the television, but the internet. Sales promotions like in-store demonstrations, contests and visiting celebrities helps promoting some products, but as far as the Wegner “Ibex” Laptop Computer Backpack, except for the displays, those ways of promoting the product would be unnecessary. However, there is a more “modern” route that Armstrong & Kolter mention and that’s through public relations. “Public relations activities, such as press conferences and speeches, store openings, special events, newsletters, magazines, and public service activities,” they say, “are always available to retailers.” They go on to say “most retailers have also set up Web sites, offering customers information and other features and selling merchandise directly” (Marketing: An Introduction, Armstrong & Kolter, Pg. 358)”


Promoting the Wegner “Ibex” Laptop Computer Backpack can be done though traditional means, like magazine and television ads, and also though advertising on their website. The use of social media has helped a lot of companies with not only marketing, but keeping in touch with their customers. This kind of media interaction could boost up their sales. Before buying a product, many people do research by going to stores or comparing the products on the internet. Many customers leave feedback if they have purchased the product for others to read. Plus the fact that if a company tweets, facebooks, or even answers questions directed to them, the public will feel like they’re doing what they can to listen to the consumer. Word of mouth and online media/websites, are powerful tools in the modern age.