Before everything else, what is promotion, in marketing terms? Promotion, or promotional marketing, refers to a group or series of activities that are used to share information about a specific brand, product, or service, particularly when they are still new to the market, towards as many potential customers as possible for the main purpose of getting more people to know who or what they are and to generate an increase in sales traffic.
A promotion agreement is a business document that serves as a legal agreement between two or more parties that permits one party to utilize the trademark of another in exchange for payment. This agreement will explicitly mention how a brand could be used in promotional materials, as well as the expected payments, and also talk about the eventualities that would transpire should the parties involved choose to terminate the agreement. The main things that are explained in this document include each party’s duty in the business connection, as well as the scope of work, and the terms and conditions among the parties involved.
Listed and discussed below are the important sections that should be present when creating a promotion agreement:
Engagement. The first important part of the promotion agreement, it usually states that the company that owns the new product or service will intend to engage with the promoter to provide the services that are needed such as promotional activities and endorsement of products. This section states that the promoter of the products needs to be available to use, evaluate according to established standards, and promote the products of the company within reason.Grant of License. To put it simply, this element states that the promoter exclusively grants the company the right of unlimited use to their likenesses (such as their name, photographs, and appearance) during the period of the agreement, within their discretion on how they use it for advertising and promoting the products.Term and Termination. The term section of the promotion agreement indicates the period of time in which the agreement is in effect. It usually states the start and end dates of the agreement and the terms for the renewal of such document. The termination section, meanwhile, clearly defines and states the different causes that can lead to the termination of the agreement.Service Standards. This part of the agreement states that the promoter shall provide the services diligently and professionally in line with the reasonable directions of the Company. Furthermore, it also states that the promoter commits to utilize its best efforts and spend the required time, attention, and expertise to provide the services in a timely and professional way. Lastly, it also states that the promoter shall devote as much time and resources to topics relating to the services as is reasonably required to provide the services.Exclusivity. The exclusivity clause of the promotion agreement states that throughout the life of the agreement, the promoter should not endorse, appear, or advertise on behalf of any other firm or business in connection with the products and/or services. This clause also states that the promoter acknowledges that the company will have the exclusive right in perpetuity to sell and/or distribute in the area any products generated by the promoter in any way throughout the length of this agreement, regardless of whether the agreement ends or terminates for any reason.Confidentiality. This clause of the promotion agreement states that the promoter of the products is restricted by the company with regards to disclosure or use of confidential information relating to the company, its affiliates, or their respective customers or business associates for any purpose other than in correlation with the promoter’s performance of services for the company. This clause also states that the promoter cannot use or disclose or permit anyone else to use or disclose any type of confidential information apart from when it is necessary to carry out the purpose of this agreement and enhance the company’s commercial objectives.Company Property. This clause of the promotion agreement explicitly defines all the items that are considered property of the company such as software, lists, notes, records, business plans, and any other tangible materials. Furthermore, this clause also states that any company property that is in the hands of the promoter must be returned to the company at the end of the promotion agreement or upon immediate request of the company.Equitable Relief. This part of the promotion agreement is defined as a court-ordered remedy that forces a party to execute or refrain from executing a particular action when legal remedies are deemed insufficient to offer adequate compensation. Equitable relief is typically used as a remedy for breach of contract (such as violation of service standards or not being compliant with the regulations in place regarding product promotion) or intellectual property theft. Furthermore, it is used to urge or prohibit action when a legal remedy would not have been sufficient reparation for a breach of contract or other infraction.Indemnification. By definition, an indemnification clause is a provision that protects one party from liabilities if a third-party or third entity is affected in any manner. It is a contractual provision that requires one party to recompense another for losses or damages which have happened or may occur in the future. Indemnification provisions are commonly employed between organizations, and they are generally utilized when both parties engaged in the promotion agreement wish to protect themselves from responsibility.Severability. The last important section of a promotion agreement, it states that if any term or provision of this agreement is found to be invalid, illegal, or impossible to enforce in any jurisdiction, such illegitimacy, illegality, or unenforceability shall not prejudice any other wording or provision of this agreement or render such term or provision invalid or unenforceable in any other jurisdiction. It further stipulates that if there is any confusion in this agreement, no clause shall be interpreted against the firm or any other party acting as the draftsperson.
Listed below are the common types of promotion in the marketing sector:
- Sponsorships – Perhaps one of the most prevalent types of promotions includes sponsorships. Each public event is primarily funded through sponsorships. A sponsorship is when a business, an organization, or even an individual, contributes resources and money to an event or an individual in exchange for publicity and promotion. These are a fantastic method to take ‘bought commercials’ to the next level because you can gain the credibility of a celebrity or an influencer through them.
- General Advertising – This type of promotion simply assists multiple companies to get in front of the public’s eyes through mass media such as newspapers, magazines, TV spots, and billboard posters even without focusing on a single specific company. Though not targeted, these can aid with brand recognition on a larger scale by spreading a word or awareness, promoting any newly introduced service, items, or organization. Advertising is used as a promotional technique by the firm since it reaches a large number of individuals in a matter of seconds.
- Digital Promotions – This type of promotion typically includes all sorts of marketing that is found on the internet. Digital promotion includes online ads such as SEO, content marketing, social media marketing, pay-per-click marketing, affiliate marketing, and so on. Although these are less expensive and faster to generate, the influence created by this type of advertising might take time to be felt.
- Sales Promotions – This type of promotion typically follows the procedure of limited-time offers, which place the client in a situation where they must respond quickly. These include gifts and promotions that keep customers on the edge of their seats throughout the transaction. Whether it’s a free item or a bargain item, most buyers will be drawn to a deal if they see that they may spend less than the initial price. However, having too many sales promotions at once in a single company will only prove to stale the excitement of customers.
- Public Relations – Public relations promotion is the dissemination of information or a message between a corporation, an individual, or the broader public. Although press releases are the most typical technique of this sort of advertising, they are not the only approach. These aid in the protection, enhancement, or even reconstruction of a person’s, company’s, or brand’s reputation. A strong public relations promotion effort may be beneficial to the company that is exercising it.
When a company or a business has a new product or service, the main thing that they usually do is to promote it to their potential customers in order to generate exposure which results in bringing in revenue. With that being said, here are the steps on how a product is promoted.
1. Understand the Target Market
This is the first step in promoting a product. This may seem easy, but it is also easy to fail at this step. What should be done here? Well, in this step, the factors that need to be addressed in order to properly understand your target market include your ideal customer profile, the demographic information that you, as a marketing manager should be aware of, and the different outlets that the potential customers use in order to gather information. It is also important that you understand their demands, because no matter how hard you promote your product, if there is no demand for it, it’s still not gonna sell.
2. Understand the Product
After identifying and understanding the target market and what they really want, proceed to this step, which is to understand the product at hand. This step is especially important if the product is still at its early stages of development. The factors you need to consider in order to have a full understanding of your product include identifying it properly, its cost, the challenges it addresses, its advantages over competing products, and so on. It is also important to ensure that you have a proper understanding of how it properly fits in the target market.
3. Create a Plan
After developing a full understanding of your product and how it works in your target market, this step will then follow. It’s pretty common sense among the majority that without a plan in place, the product promotional efforts will just be all over the place and be a complete mess. Factors that need to be addressed in this step include the launch price of the product, the revenue goals over a given amount of time, the challenges in getting the customers to purchase the product, and the steps that will be taken to overcome said challenges.
4. Educate Your Customers
After creating a plan with regards to promoting your product, this step will then follow. You might be tempted to jump the gun and start promoting immediately, but without educating your customers first, they’ll just going to end up confused. The customers simply do not have the same level of expertise as you just because you have placed your latest brand in front of their eyes. To be successful, each new product introduction needs a high level of customer education. You must assist your clients in understanding not just what your product is, but also why they require it in their life.
5. Start Promoting
Now that you’ve properly educated your target customers about your product, service, or brand, it’s time to start promoting it. Promotion serves as a major part of a product launch process, and here are the many ways you can do it: targeted advertisements, utilizing industry influencers, attending conferences, and so on. Afterwards, learn what’s working and what’s not. Then, repeat the promotion process using the gathered data to improve your promotion methods.
The difference between the two can be easily understood by defining the terms. Marketing is described as the process of introducing a product to the attention of your target audience. It entails examining the demands of consumers as well as the products of competitors. This procedure involves the development, testing, pricing, and distribution of a product. Promotion, on the other hand, is one of the four Ps (product, price, place, and promotion) of marketing. It’s all about developing methods and procedures to effectively explain a product to a target audience. In a nutshell, promotion is the foundation of marketing.
Corporate image is important as it is sometimes identified as another component in the product promotion mix. In marketing, an organization’s image is critical. Consumers are less likely to purchase a product from a company with a negative reputation than they would be if the company had a favorable reputation.
During the product marketing process, sampling entails giving consumers a trial of a retail product so that they may test it before deciding to purchase. Customers are then provided a free sample at retail establishments or other locations. Non-perishable item samples are occasionally included in direct sales letters. A free sample’s objective is to familiarize the customer with a new product, and it is comparable to the notion of a test drive in that a customer may try out a product before buying it.
With the advent of technology, product promotion has already gone a very long way. Most companies now utilize social media platforms in promoting their products and services instead of wandering around in the streets and making noise just to gather their attention. With the advent of technology, the standards set in a promotional agreement have also changed, mostly for the better. In this article, sample templates of a promotional agreement are present for you to have a look at in case you need any ideas.