Promotion Mix

Any marketers goal is to communicate value to the consumer through various channels, in other words through a marketing communications mix.  These messages conveyed by marketers are usually very persuasive and aim to build strong customer relationships by strategically organizing the message in a way that connects personally with the target market.  The channels in which these messages are communicated are seen in Figure 1.


Figure 1: (Kotler & Armstrong, 2012)


Figure 2: (Kotler & Armstrong, 2012, p.413)

When all is said and done, the customer needs to know the value of a product and be aware of its existence.  The promotion mix allows this all to be done in the most strategic and planned out way possible. Figure 2 shows how the entire promotion mix works together to pass along a clear message.

Out of Bounds Brewing Company, the company which my marketing plan* was focused on, is utilizing primarily sales promotions, personal selling, direct marketing, public relations, and indirect marketing which isn’t listed as a promotion mix above.  The promotions offered include a sampler of all their beers for $18, happy hour all day every wednesday, and beers in growlers (64oz. bottles) to go.  Personal selling occurs daily at the bar while customers ask questions and are served by knowledgeable employees.  Public relations helps gain awareness though news casts and articles in local news papers.  Direct marketing gathers insight and promotes specials though snail-mail and e-mail, and finally indirect market spreads awareness and gathers information from websites like Facebook Screen Shot 2013-12-18 at 11.30.56 PM, Yelp Screen Shot 2013-12-18 at 11.31.10 PM, and Foursquare Screen Shot 2013-12-18 at 11.31.29 PM.

* Download Out of Bounds final marketing plan


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