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4. Product promotion by employing a well-coordinated and integratedpromotion policy ensures that the marketing message is consistent acrossdifferent channels. It reinforces the brand%u2019s identity and value proposition topotential customers. The goal of a promotion policy is to create awareness,generate interest, build brand recognition, and ultimately persuade customersto make a purchase. In an innovative context, the promotion policy in themarketing mix approach should reflect the unique and ground-breakingnature of the product or service. Promoting innovations requires a differentapproach compared to traditional products, as potential customers may notbe familiar with the new concept or its benefits. Here are some components of a promotion policy in this context of innovationand frugal solutions:a) Education and information sharing Since innovations are new and may require customers to change theirexisting behaviours or adopt new technologies, the promotion strategy shouldfocus on educating the target audience. It is recommended to use contentmarketing, to organise explainer videos, webinars, and demonstrations toprovide information about the innovation. These tools will explain how itworks, and the problems the new product/solution will solve.b) Storytelling and narrativeCreating a storytelling strategy in product marketing helps build an emotionalconnection with customers, making the product more relatable andmemorable for customers who connect with the story. The brand seeksproximity with the potential customer and to differentiate it from competitorsby conveying a compelling narrative that enhances customer engagementand loyalty. The story will explain how the idea originated, the challengesfaced during the development of the solution, and the vision of the companybehind the product or service. This can help to build an emotional connectionwith potential customers and generate interest in the solution. The humanbrain works to protect the individual from danger. Reminders of a familiarsituation make new information less alarming for people. It is useful to usecomparisons with existing solutions to showcase how the innovationoutperforms them or provides a better alternative.c) Customer testimonials and case studiesThe success stories and testimonials from early adopters or beta testers whohave experienced positive results with the innovation are a wonderfulshowcase. The real-life examples that these people can bring can build trustand credibility from customer to customer. These interactive marketingtechniques actively engage potential customers to purchase or recommend1473.3 Approaches to European Commercialization Practices