In our fast-paced world, products and services are launched every day. Within this vast sea of choices, how can a company ensure that its offering stands out? The key lies in effective promotion. But promotion isn’t only about putting out an ad or sharing a post on social media. It’s about using thoughtful strategies to capture attention and inspire action. While many businesses chase after the latest promotional trends, some of the most impactful strategies are underrated and often overlooked.

The Myth of the “Best” Promotion Strategy

Here’s a thought: is there really a single best way to promote something? Many would argue there isn’t. Promotion is not a one-size-fits-all game. It’s diverse and multi-faceted, and what works for one business might not work for another. For example, let’s consider a local organic bakery. If the bakery decides only to promote its fresh bread and pastries using billboards in the city, it might miss the many health-conscious individuals who search for organic products online. On the other hand, if they solely focus on Instagram promotions, they might overlook the older generation, who still rely on local newspapers or word-of-mouth recommendations to discover new places. Therefore, instead of banking on one superior strategy, the objective should be to weave together a mix of promotional tactics that cater to the diverse preferences of their potential customers.

But to effectively curate and implement promotional strategies, businesses require the expertise of marketing professionals. Marketing professionals, especially those enrolled in marketing MBA programs, are well-versed in studying consumer behavior, identifying trends, and implementing the best promotional tactics. MBA in marketing prepares them to cater to evolving customer needs while remaining abreast of shifting market patterns. Hiring them is advised since they possess the skills, knowledge, and expertise your brand requires. 

  • Leveraging User-Generated Content (UGC)

Have you ever bought something because a friend recommended it? That’s the power of UGC in a nutshell. User-generated content is basically any form of content – be it a review, testimonial, photo, or video – created by people, not companies. And it’s perfect for promotion.

Consider this: People tend to trust peers more than advertisements. A positive review or a photo shared by a real user can be more compelling than any high-budget ad campaign. So, how can businesses make the most of UGC?

Encourage Sharing: For starters, businesses can create products that are share-worthy. Think of items with unique packaging or services that offer memorable experiences. If customers find it exciting, they’re likely to share their experiences on social media.

Engage with the Audience: If someone tags your business in a post or uses a branded hashtag, engage with them. Comment, share, or even feature their content on your official page. It not only rewards the user but also shows others that you appreciate and celebrate your community.

Promotions for Reviews: Offering small incentives for reviews or feedback can also encourage more UGC. It could be in the form of discounts, feature opportunities, or even branded merchandise.

  • Partnering with Micro-Influencers

While celebrities and top-tier influencers have massive followings, there’s a rising group of influencers who might not have millions of followers but have a more dedicated and engaged audience: micro-influencers. They often focus on niche topics and have a community that trusts their opinions.

Micro-influencers can offer authenticity that larger influencers sometimes lack. Because they have smaller audiences, they can engage more personally, making their endorsements feel more genuine. Plus, partnering with them can often be more cost-effective than big influencer campaigns.

  • Educational Workshops and Webinars

Educational content is a strong tool in promotion. Why? Because people love learning. By hosting workshops or webinars, you’re not just promoting a product or service; you’re offering value.

Think of a coffee brand, for instance. Instead of just advertising their coffee beans, they could host a webinar on ‘The Art of Brewing the Perfect Coffee.’ This approach achieves two things: people learn something new, and they get introduced to the brand in a subtle yet impactful way.

However, hosting a successful webinar or workshop isn’t just about presenting information. It’s essential to make it engaging. Use visuals, tell stories, and encourage interaction. Ask questions, conduct polls, and ensure the content is relevant to your audience.

  • Experiential Marketing Events

Have you ever walked into a store because they had an exciting event going on? That’s experiential marketing in action. These are events that allow customers to experience a brand in a unique and memorable way.

Imagine a shoe brand that sets up a mini racetrack where people can test out their new sports shoes. By doing this, they’re allowing customers to experience the product firsthand, creating a lasting impression.

The key to a successful experiential marketing event? Make it unique and relevant. Understand what your customers would enjoy and appreciate, and tailor your event around that.

  • Collaborative Promotions and Giveaways

Joining hands with another brand can be a smart move. When two brands collaborate, they can tap into each other’s audiences, doubling the promotional reach.

For instance, a bookstore and a coffee shop can collaborate for a promotion. Buy a book and get a free coffee, or vice versa. Both businesses get exposure to each other’s customers, creating a win-win situation.

Giveaways can also drive significant attention. People love free stuff. By collaborating with another brand on a giveaway, it’s possible to generate buzz and attract a new set of eyes to what you offer.

  • Diversifying Content Across Multiple Platforms

It’s easy to stick to one platform, especially if you feel it’s where most of your audience is. But there’s value in diversifying. Each platform has a unique audience and a different way of presenting content.

If you’re only on Facebook, consider exploring Instagram or Pinterest. If you write blog posts, think about making videos, too. By spreading content across various platforms, you reach a broader audience and reduce the risk of becoming invisible if one platform sees a decline in user activity.

A simple way to start is by repurposing content. If you’ve written a blog post, create a short video summary for social media. If you have a podcast, share snippets as audiograms on Instagram or Twitter.

Key Takeaways and Common Mistakes to Avoid

Promotion isn’t just about shouting the loudest; it’s about connecting. Remember:

Engage with your audience: Whether it’s through UGC, comments, or events. Always interact and show appreciation.

Stay relevant: Ensure that your promotional strategies align with your brand and audience needs.

Don’t focus on one platform: Diversify your promotional efforts across platforms and strategies.

Always offer value: Whether it’s educational, experiential, or just entertainment, ensure that your audience gets something worthwhile from your promotions.


Promotion is a journey, and while it’s tempting to follow the crowd, sometimes the path less traveled, like the underrated strategies mentioned, can yield the most significant rewards. Whatever strategy you choose, ensure it aligns with your brand’s voice, values, and audience needs. Also, don’t forget to hire an experienced marketing professional to get the job done.