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Presentation on promotion mix its method and new methods adopted by business and importance of social media in promotion
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Meaning of PROMOTION
An action taken by a company's marketing staff with the intention of encouraging the sale of a good or service to their target market. For example, product promotion performed by a typical business might take the form of advertising the product in question via print or Internet ads, direct mail or e-mail letters, trade shows, telephone and personal sales calls, TV and radio ads, billboards, posters and flyers.
The word promotion is also used specifically to refer to a particular activity that is intended to promote the business, product or service. A store might advertise that it's having a big promotion on certain items, for instance, or a business person may refer to an ad as a promotion.
Promotion Mix Definition
Innovative combination of promotional ideas like print or broadcast, person-to-person selling, direct marketing, etc., used for particular product or for multiple products.
Promotion Mix
advertising
InternetMarketing
PromotionMix
personal selling
publicity
sales promotion
Methods of Advertising
Print Advertising Broadcast Advertising Outdoor Advertising Public Service Advertising Product Placement
Advertising Cell Phone & Mobile
Advertising Online Advertising
Methods of Personal Selling
Sales Calls Telephone selling Internal selling Entertaining
Methods of Sales Promotion
Refunds Discount Product Combination Lucky Draw Full Finance @ 0% Samples or Sampling Contests
Methods of INTERNET PROMOTION
Search engines Linking strategies Viral strategies E-mail publishing Networking Paid advertising
Factors That Affect The Promotion Mix
Type of ProductStage in the Product Life
CycleTarget Market
CharacteristicsActions of CompetitorsAvailable Funds Buyer ReadinessType of Distribution
Creating a Promotion Plan
Choose Promotion Mix
Develop Promotion Budget
Set Promotion Objectives
Identify Target Market
Analyze the Marketplace
Examples of Promotion Objectives
Objective: To Remind
To remind consumers that AMUL butter is the creamiest butter and is available at their nearest grocery and convenience stores
Objective: To Inform (Awareness)
To increase the top-of-mind awareness level for AMUL butter from 16 percent to 24 percent
Objective: To Persuade (Attitudinal)
To increase the percentage of parents who feel that AMUL butter is the best butter for their children from22 percent to 35 percent
Promotion medium At present
Promotion in 1990
Comparison between Promotion medium now(present) and in past
Sweepstakes are a form of gambling where the entire prize may be awarded to the winner. [1] Originally it applied to horse races but the term is now used for various lotteries and marketing competitions.
2013
Brand promotion through sms
cell phones will reach 7.3 billion by 2014.
Social Media: Brand Promotion
Social Media: Brand Promotion & Reputation Management
Social Media Conversation Types
Social Networks are ongoing conversations.
There are three types of social conversations.
Long Conversations = Facebook, MySpace
Short Conversations = Twitter
Distant Conversations = Blogs, Message Boards, etc.
Social Media: Brand Promotion & Reputation Management
Establish a Presence on Facebook
The Largest Social Network (over 300 million users)
The Fastest Growing Advertising Network (contextual, relevant)
The Best Free Tools for Promoting Your Business:
Pages (Promote Products, Discussions, More, etc.)
Groups (Promote Products, Discussions, More, etc.)
The Best Place for Open Discussions (outside your website)
The Mobile Application (iPhone, Blackberry)
The Best Way to Build Community for Your Brand
Carryover Users to Your Website (FBConnect)
Friend Recommendations (growth user base)
Shared Content (increased exposure)
I predict Facebook will become the “Google” of social networks
Social Media: Brand Promotion & Reputation Management
Facebook Advice / Best Practices
Promoting Your Brand / Products / Services
Establishing a Fan Base / Group Members
Frequent Communications w/out Overdoing it…
Discussion Boards
Wall Posts
Know When to Message
Keeping Your Customer Base Happy
Fast Service + Resolutions = Happy Customers
Social Media: Brand Promotion & Reputation Management
Establish a Presence on Twitter
Extremely Fast Growing Social Network
Extremely Open for Connecting w/ New People (vs.- Facebook)
Free Tool for Promoting Your Business:
Promote Your Content (RSS Feeds)
Find New Customers (One on One Discussions)
Support Existing Customers (One on One Discussions)
Locate Potential Consumers (Advanced Search Tools)
Open Discussions (keep your tweets balanced)
The Mobile Applications (iPhone, Blackberry)
As Twitter continues to Evolve, we continue to find new uses…
Social Media: Brand Promotion & Reputation Management
Twitter Advice / Best Practices
Making Friends & Finding Followers
Promoting Your Brand / Products / Services
Personal Communications
@replies and DM’s (be transparent, consistent)
Pushing Content via RSS Feed
Don’t overdo your automated content
Show that you are “real people”
Keeping Your Customer Base Happy
Fast Service + Resolutions = Happy Customers
Social Media: Brand Promotion & Reputation Management
Monitor Distant Conversations
Keep Google Eyes (Constantly Search for Your Brand)
Blogs / Websites (Opinions, Reviews, etc.)
Forums / Message Boards (Support, Reviews, etc.)
Your Competitor Presence (Where are they?)
Socially Bookmark / Tag Your Content (Digg, Delicious, etc.)
Thank YouMade by:-Abid Siddiqui B.B.A 2nd year