On December 6, Tekvocation organized a session under the Knowledge Hub - Friday Expert Series, focusing on the "Promotion Mix," a fundamental aspect of marketing strategies. The session offered insights into tools that help businesses effectively reach their customers and establish lasting connections.
The discussion began with an introduction to the four key components of the promotion mix: Advertising, Sales Promotion, Personal Selling, and Public Relations (PR). Participants learned how these elements, when used strategically, can enhance a business’s ability to communicate with its audience and build meaningful relationships. Integrated Marketing Communication (IMC) was highlighted as a vital concept in modern marketing. The session stressed the importance of delivering consistent and unified brand messages across all customer touchpoints to ensure effective campaigns.
Using real-world examples, such as the Tide "Turn to Cold" campaign, the speaker demonstrated how cohesive messaging across various media channels can influence consumer behavior while aligning with broader goals like sustainability. The session also explored the personal selling process, outlining its essential steps: Prospecting, Pre-Approach, Approach, Presentation and Demonstration, Closing the Sale, and Follow-Up.
Participants were introduced to the evolving landscape of advertising, where traditional methods are now supplemented by content marketing. "Just don’t call it advertising—it’s content marketing," the speaker emphasized, explaining how this approach focuses on providing valuable and engaging content to build trust and foster customer loyalty.
The session concluded with the impactful message: "Effective promotion is not just about selling a product but about creating meaningful customer experiences."
The speaker, Ms. Catherine Suchita J, brought her extensive experience to the session. She is the Business Head - Operations and Marketing at Moneyline, a wealth management firm in Mysore managing over ₹100 crores in assets and serving 400+ clients. Additionally, she is a Consultant (Training) for TMI and a Consultant - Marketing and Operations at SMARAN Pyrolysis Technologies, specializing in bio-fuel and green alternatives.