Promotions

The promotions for a product can either be Above the Line or Below the Line.
Above the Line(ATL) - Above the line advertisements use broad communications routines. It incorporates print, online media, TV and film publicizing. It is hard to indulge a particular gathering through above the line advancements. This is on account of it is seen by mass group of onlookers through changed tastes and needs. Over the line advancement is additionally costly.
Below the Line(BTL) - Below the line methods are very specific, memorable activities focused on target groups of consumers. They are under the control of the organisation. The purpose of this is to create brand awareness and branding. Below the line methods include -

• Sponsorship
• Sales promotion
• Public relations
• Personal selling

The various communication techniques such as advertising, personal selling, sales promotion, public relations, and product publicity available to a marketer that are combined to achieve specific goals.
The success of Post It has been a result of sound product quality, continuous developments in the product and astute advertising. In the stationary business, marketing and product quality are the keys to success.
The promotion strategy of Post It is a combination of -

• Television commercials
• Ads online
• The brand's website
• Social Media

The campaign launched by Post It has an estimated budget of $10 million. 

The theme of the campaign being "Go Ahead" encourages consumers to come up with their own nontraditional uses for post its. A very effective use of a strategy called Open Source or Crowdsourcing. The campaign is being created by the Grey Group which is owned by WPP. The innovative ideas used in this include - 

• Blanketing a window of an empty store in Cambridge.
• Post It wars waged by office workers in buildings in cities like Paris and Seattle.
• Use of Post It products by teachers to enliven their classroom lessons.

This campaign also highlights the Customization strategy, which refers to younger consumers being expressive and personalizing mass market good.

Research indicated that people had a more emotional relationship with the product.
The TV commercials used for Post It include -

• Using Vignettes and taglines like "go ahead, keep the honeymoon going.
• Promoting it in college campuses with taglines like "Share on a real wall".
• A young man covering a wall with Post Its and creating art out of it.
• They used taglines like "Go ahead, Post It brand" . The use of "Brand" in this statement indicates that the brand owner is worried about the brand losing its originality. 

Post It has a legacy of 30 years and now consumers have figured out various creative ways to use it.

Zeus Jones, an agency is Minneapolis is working on its online creativity, digital strategy and social engagement strategies.

The 3M company has earned $991 million or $1.41 a share, up 3.9% from a year earlier and Post It and other office products have played a major part in this. Revenues have risen 4% to $7.39 billion. The net income has risen 3.8% to $4.44 Billion or $6.32 a share.