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Promotions
Choosing a Business Name Write down 5-10 things that your
name should say about you
Ie. Quality, fun
Choosing a Business Name Pick a name…
Descriptive Speedy Muffler Coffee Hound
Unique & stick with a customer Noodles
Avoid titles with “International”
Choosing a Business Name Pick a name…
Avoid puns Shear Madness, Mane Attraction
Avoid names of people
Easy to pronounce & spell
Don’t take another businesses name Grand Bear Lodge vs. Black Bear Lodge
Promotions Mix
Advertising
Sales Promotions &
Incentives
Personal Selling
Publicity
Promotions Defined
Communication designed to
facilitate exchanges with members
of potential client groups by
communicating the benefits offered
by the program/service.
Purposes of Promotions Familiarize
No knowledge Intro stage of
lifecycle
Inform Some knowledge,
need more Growth stage
Persuade Move to
consumption Growth
Remind Existing product Maturation,
Saturation Heinz since 1869
Sales Promos & Incentives
Something of financial value offered to encourage participation in a program or use of a service.
Price related Discounts, price manipulations
Non-price related Peoria Chiefs toys
Purposes of S P & I
1. Introduce new programs
2. Attract new clients
3. Stimulate more frequent use
4. Stabilize fluctuations
5. Diversify consumption
Sales Promos & Incentives
1. Promotional pricing
2. Free offers
3. Prizes
4. Celebrities
Sales Promos & Incentives1. Promotional pricing
2 for 1
Half price
Family night
Discount with soft drink can
Other examples????
Dangers:
People start to expect to pay that price
Sales drops right after a promotional pricing venture
Sales Promos & Incentives
2. Free offers
First lesson free
Child free
Passes
Sales Promos & Incentives
3. Prizes
T-shirts
Giveaways or Premiums
Sports Illustrated subscriptions…free prize
Cereal prizes
Contests
Door prizes
Sales Promos & Incentives
4. Celebrities Uses their fame to help sell a
product or enhance an image
Examples?
Publicity Unpaid form of non-personal
communication, in which the agency is not identified as being the direct sponsor of the communication.
Examples…. Photo or story in the paper Radio news story
How to Get Publicity Story is ideal for a particular format
Special interest Food section
Story will be interesting to the audience
Marbles tournament - nostalgia
How to Get Publicity Use carefully selected gimmicks
T-giving on the Mayflower Waterslide races Bald is Beautiful Party
Newsworthy story….
The Newsworthy Story Timing
Public scope
Recognized
achievement
Area Influence
Milestones
Controversy
Neighborhood
Factor
Large interest base
Human Interest
Promotions Mix
Advertising
Sales Promotions &
Incentives
Personal Selling
Publicity
Personal Selling
Using direct, face to face oral presentation for the purpose of facilitating exchange
Sales… Sponsors
Service clubs
Every day participants
Media
Personal Selling
Expensive but allows for relationship marketing Build relationship with the customer Jeep Camp
Allows for benefit selling Can create new benefits to offset
negativity toward product
Characteristics…. Product belief Self-confidence Listening ability Humor Tenacity Common sense Follow-up after the sale
Effective Personal Selling:
1. Prospecting & targeting2. Preparation3. Presentation4. Handling objections5. Closing6. Follow-up
Promotions Mix
Advertising
Sales Promotions &
Incentives
Personal Selling
Publicity
Advertising Paid
About a product or service
Identified sponsor
Communicated through the media
Advertising Difference between advertising &
publicity
Which is more credible? Why?
Which do you have more control over?
Advertising examples????
Examples MEDIA! Banners Street poles Electronic
message boards Dasher boards In-ice or on-field
messages
Courtside messages
Scoreboards Superimposed ads
for television Logo placement
opportunities Restroom boards
Media Considerations Preferences of target market
Product Pontiac Solstice vs. Domino’s pizza
Message Simple vs complex
Cost
Reach vs. Frequency Potential to produce exposure to a
message in a target audience segment
Unduplicated portion of the population
that is exposed to a message at least
once during a 4 week period
Rea
ch
Reach vs. Frequency
# of times within a 4 week
period that the message is
repeated to enhance potential
exposure among members of
the target market segment
Fre
qu
ency
Continuity, Pulsing & Flighting
Week 1 Week 2 Week 3 Week 4
Continuity xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
xxx xxx xxx xxx
xxx xxx xxx xxx
Pulsing xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
Flighting xx xx xx xx
Television
Most able to invoke emotional responses, believability, trust
Immunity of exposure…requires creativity
Good physical demonstration
Television Cost…
Maximum reach but $$$$$ Trade-off between cost & effectiveness
WMBD eg.
Television…Good commercials Entertaining & memorable
Clear message immediately
Visual
High quality
Television…Good commercials Truthful
Contains a call to action…buy the product
More content than special effects
Voiceovers that inspire confidence vs kids
Television The paid stuff
Individuals - WMBD Packages – WISH
The sponsored stuff Gus Macker – Live slam dunk Taste – spots, $ for t-shirts, on air
personalities, WICD tent
Television The free stuff
News coverage…publicity Legitimate events Gimmicks – Camels, Macker basket set-up
Mentions on the news Flower Islands…peacock T-shirts to Judy Fraser Hootie Hoo day at Hessel Park
10 minute segments Zoo animals
Radio Low cost with high frequency Reaches distinct, well defined
markets Can create an exciting message Timely & flexible Can do ads in multiple languages at
a low cost
Radio Build name recognition Must be redundant…repetition
causes retention Need to help the listener visualize
the product Frequency instead of reach
Radio The paid stuff
Radio One Examples
Production Selecting voice overs
Radio The sponsored stuff
A vs. B Level sponsors Pre-recorded spots, live liners, mentions Exclusivity
Corporate Challenge
Eggstravaganza
Radio The free stuff
PSA’s vs. news releases
Radio promotions Cookie Contest Teeter Totter-a-thon Bauble visits
Local shows Softball report Sunday morning shows Weekly shows
10 sec – 10-15 words30 sec – 53-65 words60 sec – 120-125 words
Billboards
Billboards
Relatively inexpensive but effective
Simple message only
Requires strategic location
Billboards Hits consumers when they are in the
marketplace.
Frequency is key
Can’t turn off a billboard
Ability to target the market is limited
Billboards Top Advertisers
Local services & amusements Retail Public Transportation Hotels & Resorts
Billboards Cost
Based on “daily effective circulation” Number of people passing per day
Lighted vs. dark billboard
Production costs not included: $900-$2500
Size 30 sheet poster - 9.5’ x 21.5’ Bulletins – 14’ x 48’
Billboards Design Tips
6 words max Simple concept 1 large graphic to draw attention Clear, easy to read type Large type
Examples….
Posters
Inexpensive means of promotion
Success based upon location
Message must be eye catching
Time consuming distribution
Magazines
Highly selective
Can be expensive though efficient
Able to access specialized groups
Newspaper Broad reach for a variety of target
markets
Allows for in depth examination
Coverage is timely and flexible
Repetition needed
Newspaper Sense of immediacy
Local emphasis
Longevity in household for repeat
reference
Small secondary circulation
Newspaper The paid stuff
Display ads Examples
Classified ads
Car Show, Craft Fairs
Newspaper The paid stuff
Choice of days Days your agency is open (Hobby Lobby)
Monday – male
Wednesday – female
Friday – entertainment
Sunday – highest circulation
Saturday – lowest circulation
Newspaper The paid stuff
Costs
Column inches
Size (example)
Cost per column inch
Ad stacking
Newspaper The paid stuff
Costs
Quantity discount
Placement request cost
Front half, right side, above the fold
Color…weather page
Newspaper The paid stuff
Ad design tips
Strong headline
Include a border
Include address & phone #
Show pic of product or logo
Newspaper The sponsored stuff
Inserts Sports Plex Octopus
The free stuff Publicity
News releases Stories
