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Leveraging Facebook Promotions


Social media marketing is a major part of every business strategy for companies both big and small. Companies such as Dell, Caterpillar, Amazon and others are leading the social media bandwagon and showcasing the benefits that they are able to harness from it. Thanks to social media, aggressive marketing is no longer a privilege that only the big players enjoy. Social media have created a level playground wherein everyone – small or big, can leverage the benefits.


To gain from Facebook promotions, it is important to have a well thought out promotion strategy in place.

  • The first step is to decide the objective of the promotions. Is it to have a growing fan-base? Do you want to get the market to sample your product? Are you trying to increase the product awareness?
  • Next, you need to frame the strategies for achieving these objectives. These could involve price discounts, freeware, coupons, samples, contests etc.
  • Once the strategy is in place, you need to choose the right Facebook application. It is important to go through the promotion guidelines laid out by Facebook so as to not violate any rules.

The reason Facebook promotions are a big success is because of their ability to localize the promotions and the in-depth customer profiling they offer. Customizing your campaign to meet the customer’s needs and tastes is the best marketing promotion and thanks to Facebook, it is a possibility! Utilizing third-party tools such as Edgerank Checker would help in creating focused campaigns which can convert into valuable leads for the company.

It would be a good idea to analyze some successful examples of Facebook promotions before you start on your own.

Understanding Occasion Segmentation and Benefit Segmentation

Occasion segmentation is dividing the market  into groups on the basis of the different occasions when the buyers plan to buy the product or actually buy the product or use the product. Some products are perceived to be apt for a particular time or day or event. Thus the motive behind occasion segmentation is to increase the ‘reason to buy’ so as to improve the sales of a particular product or service.

Occasional segmentation is divided primarily into three types:

  • Universal occasions
  • Regular personal occasions
  • Rare personal occasions

For example, orange juice is most commonly perceived as a breakfast juice, products targeted for Mother’s Day or Father’s Day gifts or the turkey bought during Christmas etc.

Benefit segmentation is essentially dividing the market on basis of the characteristics or features of the product or the service as perceived by the customers. In this method the different benefits that the product offers defines the target audience.

Example: Toothpaste is a great product to showcase benefit segmentation. Depending upon the audience segment the benefit that the toothpaste provides would be highlighted. By segmenting the audience according to the benefits through the copy, the advertiser can position the product in three different markets to achieve maximum advertising effectiveness.

  Sensory segment Sociables The workers The independent segment
Principal benefit sought Flavour, product appearance Teeth whiteness Decay prevention Price
Demographic strengths Children Young adults Large families Men
Special behavioral characteristics Flavoured product, special ingredients Smokers Heavy users Heavy users