The Promotional Mix Explained | McDonald's Examples
The Promotional Mix
The promotional mix refers to the types of promotional techniques a business can use to target their intended audience. It involves using effective methods of communication to increase sales and awareness of the business and its products. There are 5 key techniques that businesses can use as part of their promotional mix.
Advertising
- Companies pay to advertise their products to audiences they think may be interested in purchasing from them.
- Traditional advertising methods include TV, newspaper, radio, and billboards.
- New outlets such as social media, YouTube, and Google search are also used for advertising.
Sales Promotion
- Short-term incentives designed to encourage people to buy a product or service.
- Techniques include special offers like buy one get one free, discounts, and coupons.
- Limited-time promotions create a sense of urgency for customers.
Direct Marketing
- Targeting customers on an individual basis through channels like post, phone calls, text messages, and email.
- Email marketing is widely used due to its effectiveness and ability to measure campaign success.
- McDonald's uses direct marketing through email by targeting customers with special offers and seasonal menu items.
Public Relations (PR)
- PR focuses on the communication and relationship a business has with the public.
- Building a positive image through media outlets discussing the business's values and initiatives.
- McDonald's manages its PR by putting out press releases highlighting community work, food quality improvements, and sponsoring high-profile events.
Personal Selling
- Face-to-face interaction between employees and customers with the objective of influencing them to make a purchase.
- McDonald's utilizes personal selling at the till when taking orders or through self-service kiosks that prompt customers to add extra items or go for larger meal options.
All 5 techniques discussed form part of a business's promotional mix.