Formation of demand and sales promotion as a success factor

Formation of demand and promotion of the sale of goods in market conditions is the most important factor for the success of the enterprise. And it is advertising that serves as an instrument, using which an enterprise can carry out a modification of the behavior of potential buyers, attract their attention, create a positive image and show its social value. Demand formation and sales promotion for mass consumption and production products are carried out in different ways. On the basis of this division of goods, different methods of advertising influence on potential buyers are used.

Let's consider in more detail the goods of industrial purpose. These goods are intended for the production and promotion of the sale of services, and hence for profit. However, the demand and supply of factors of production are formed not by those who work for them. The decision to purchase factors of production takes the owner. In addition, the decision to purchase such goods is usually carried out collectively, and, at the highest level of leadership, often passing the process of long discussion. This is due to the fact that the acquisition of production equipment, which, moreover, costs quite a lot, can lead to tangible financial losses and a decrease in the company's ability to compete in the market.

There is a misconception that advertising as an instrument that creates demand and stimulates the marketing of manufactured goods should be directed to a direct specialist. However, it does not take into account that the decision to purchase is made by the manager. Even if in the past the head of the enterprise was a good specialist, in any case the matter will first be considered from the point of view of economic and organizational expediency. In this regard, the advertising of factors of production should first of all be directed at managers and businessmen who, thanks to it, may be interested in the use of the product, and the prospective benefits of its use.

That is why the formation of demand and the promotion of sales should be considered "the eyes of the buyer."

To close the transaction for the purchase of production equipment is not enough information about the characteristics of the proposed products, such as reducing labor costs, materials, improving the indicators of the production process. After offering their goods, the enterprise often tries to persuade a potential buyer to implement a rejection of the supplier with which the buyer is already working. And this entails caution or distrust.

In order to form demand and stimulate sales, it is necessary to have reasoned, truthful and not proving proofs, which confirm that the characteristics of the goods correspond to the declared ones. Arguments will inspire confidence if they are supported by the conclusions of independent organizations that carry out testing and certification of such factors of production.

Although, in comparison with buyers of mass consumption goods, potential buyers of manufactured goods are much smaller, but still their number is quite significant. In this regard, advertising and marketing promotion in respect of goods that are intended for production purposes can also be costly and voluminous, both for mass-market goods. If we talk about minimizing the costs of marketing activities and advertising for production products, the best channels for promotion will be: direct mail (direct mailing), advertising in profile magazines of a certain industrial area, advertising in business publications for managers. Thanks to them, the company will be able to communicate with potential customers of the target group.