over promoting may kill your brand

Source: http://blog.simcrest.com/images/direct-communicati...

what is promotion

what is promotion
Promotion means the promotions mix or the communications mix. This mix includes advertising, sales promotions, publicity, direct mail, exhibitions, display, packaging, selling and even word-of-mouth. (http://multimediamarketing.com/mkc/marketingmix/)
promotion is a communication process which communicates about the product to the customers. specially in new product promotion, it should communicate more than a existing product. new product promotion should inform customers followings

what promotion needs to tell your people

• product or brand name
• price of the product
• when it will be available in market
• where it will be available
• value and benefits to the customers by the product
• sources where customers can gain more information such website, customer call center
• manufactures, distributors details
• if the product is novel, information such how to use, why to use, technical details and more

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effects of over promoting

end of the day the goal of the promotion is convince the customers to buy it, or create a demand for the product.
when designing a promotion specially for a new product, marketer should be more careful. over shouting in the ears of the customer may affect the success.
simply when you over promoting your new product, customer expectation will be high, when the expectation is so high people will buy when you introduce the product. but when they using it they had a high expectation on the product so to satisfy them your product should be best or customer will be dissatisfy.
you may have experience on this. i love movies, so i like to tell you a example from film promotions. think about a film which is averagely good which is promoted hugely by back to back advertisements on TV, internet, radio and almost all sources of advertisements. now compare with a film it is too averagely good but not promoted hugely.
so in the first film you know all the positive things about it actor, director, music director, music tracks, best scenes and almost every thing but the positive side. in the second film you know the basic information of the film.
when you watch film you have all the positive things about the first film but you need more because they shouted more and made you expect more. but when you watch the second film lower expectation and information about the film will satisfy you more than first film. simply a same quality product but the expectation made the product successful or failure.
think that you don't know anything about the i-phone, you will satisfy more than knowing about i-phone and use it.
simple thing here is don't tell more than what you can offer, emphasize more on core benefits and let the customers to try and excited. when you show all your excellent scenes in trailer customer don't have any reason to come to the theaters.
so talk less do more........