CPG brands can be promoted in dozens of ways from the traditional television commercial, outdoor media such as bus ads, to event branding and social media. Brands even have the option of putting a sandwich board on a dog that is walked around the city. Fortunately, all of the ways to communicate with your target market can be categorized into five main channels called the “Promotional Mix.” This is the blend of promotional variables and the optimal way of allocating budgets for the different elements within the promotional mix to achieve best marketing results. Each channel has variables, such as bandwidth, the length of time or space to deliver the message; control, your influence in delivering the message; believability, how likely a consumer is to trust the information; reach, how widely the message is delivered; and price, the expense in time and dollars to deliver the message. Whatever combination fits your need, the purpose remains the same: organizing and prioritizing the use of the Promotional Mix to get the best results from your available resources.
It’s recommended brand owners implement a five-part Promotional Mix that combines publicity, website, social media, advertising and personal selling.