Question

In the OSC Case, learned that the real thing OSC tried to sell was recipes. Please discuss both inbound and outbound sales promotion programs for marketing recipes

Answer 1

Inbound sales promotion:

When marketers post content on social media, they tend to gently pull users and consumers to their way of thinking, and ultimately converting them into buying with an enticing offer attached. Inbounded marketing strategies target indirect ways to influence the consumers with the help of infographics, etc. In this way, brand awareness is established with the customer. A good chunk of business audience prefer inbound marketing because of the subtlety in the message being conveyed but we should understand that there is no assurance that the consumer audience will be able to relate with the same. Identifying the right audience can be a challenging task in this. In simple, inbound marketing pulls new leads rather than pushing new promotions.

Outbound sales promotion:

Outbound marketing includes anything which is an explicit advertising which includes banner advertisements, hoardings, etc. They push these promotional campaigns and try to bring in the consumers along a predefined path and ultimately converting them with a promotional offer. Outbound marketing promotion is hasty, that is, a direct offer is made giving very less space for the consumer to know more about the brand and build a perception about the same. These strategies mainly focus on the financial incentives provided to the consumers. Typical examples are 'buy at flat 50% off', 'buy 2 get 1 free' and many more. Outbound strategy doesn't explicitly guarantee results. With a lot of consumers out there and a plethora of alternatives to choose from, a pull is needed rather than a push. A pull should be created by leveraging inbound strategies and then a promotional offer should be given.

The right mix of both the strategies is what marketers these days mainly vouch for and it's pretty much showing encouraging results through brisk sales conversion.

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