Consumer Promotional Tools

by Karen S. Johnson, Demand Media
Some promotional tools boost sales while others build brand loyalty.

Some promotional tools boost sales while others build brand loyalty.

Hemera Technologies/ Images

Promotional tools are tactics or activities you plan and execute to persuade consumers to buy your products or services. As a consumer, you likely partake of these activities yourself without realizing it; as a businessperson on the selling side, finding effective tools is challenging. Try a combination and make note of what works. If what you’re selling is fairly generic, your promotional tools will typically be price-oriented, such as discounts. If you are a specialized seller, find tools other than price to persuade consumers to buy.


Offering a sample of your product or service is a tool to get your customers to try it, with the goal of them paying for it next time. This is typically effective if you position yourself as different from other businesses, where customers might be unwilling to pay for something new when what they are purchasing now is familiar to them and satisfying.

Discounts and Sales

Implement pricing strategies such as discounts and sales as promotional incentives for customers to buy. Discounts can be offered in advance, such as through direct-mail offers. You can also send quick response codes, known as QR or bar codes, to customers’ phones for instant discounts that don’t require a paper coupon or ad. Sales can be promoted in advance and also on location for retail businesses. These tactics can encourage sales during the offer period; devise customer follow-up methods to turn these into repeat buyers, particularly if what you are selling is similar to what your competitors sell.

Sweepstakes and Contests

Designing a sweepstakes or contest can promote your product or services in a participatory manner, but they can be tricky. There are legal considerations with sweepstakes, such as not mandating a purchase in order to participate and in some states they may be banned completely. Subjectively judging contest entries can lead to disgruntled participants. You can mitigate potential issues by having multiple winners, such as first- through fifth-place winners in age categories. Having children draw a picture of your product or business and then displaying the entries is an example of a contest.


Prominent displays in retail stores and other business establishments draw attention to a product or service. Put the display in a high-traffic area, such as near a restroom or, in retail stores, next to the check-out register or other popular products. The display can advertise another consumer promotion tool, such as a sale. Service providers can integrate a continuous-loop video about their services, or to offer instructions or advice.


Premiums can promote sales and build brands. Examples of premiums are loyalty programs, offering discounts or something free after a certain number of visits or purchases, and a bonus with a purchase. For example, a bonus could either be extra volume of the same product or an additional product. A toy hidden in a box of cereal is an example of a bonus premium. To enhance building your brand, consider offering a bonus such as a t-shirt or hat with your company’s name on it.

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