USING EFFECTIVE PROMOTIONAL TECHNIQUE

WEEK 13

USING EFFECTIVE PROMOTIONAL TECHNIQUE

WEEK 13

Marketing Mix

MARKETINGMIX

Product

Price PROMOTION

Place

CustomerSolution

Customer CostCommunication

Distribution

What is promotion ???

Traditional Promotional Mix

Personal Selling

Sales Promotion

Public Relations

Advertising

Product

Steps In A Promotional Campaign

1. Identify the target market

2. Define the objectives

3. Determine the promotional budget

4. Develop a unifying message

5. Implement the plan

6. Evaluate effectiveness

Objectives of Integrated Marketing

Build Brand Equity Provide Information Manage Demand & Build Sales Differentiate Products Influence Perceptions, Attitudes, & Buyer Behavior

1. Advertising

Advertising media: Newspaper, television, radio, magazines, outdoor, direct mail, yellow-pages, Internet

The growing use of InfomercialsMoving to the InternetGlobal advertising

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2. Personal Selling

What is personal selling ?

Promotional tool in which a salesperson communicates one-on-

one with potential customers

or

The face-to-face presentation and promotion of goods and

services

What is telemarketing ?

Use of telephone solicitations to conduct the personal selling process

Steps in the Selling Process (B2C)

Start

Approach

Ask questions

Make presentation

Close sale

Follow up

Steps in the Selling Process (B2B)

1. Prospect and Qualify2. Preapproach3. Approach4. Make Presentation5. Answer Objections6. Close Sale 7. Follow Up

3. Sales Promotion

Sales Promotion Techniques

B2B Trade Shows Portfolios Deals Catalogs Conventions

B2C Coupons Cents-off Promotions Sampling Premiums Contests Bonuses Catalogs Demonstrations Special Events Lotteries In-store Displays

Tips on Issuing Coupons

Coupons can be used as a “Thank you for buying” or a “Stop and try us.”

The value must be enough to attract customers.

Use coupon promotions sparingly.

Get professional help to get maximum exposure.

Color-code your coupons for different groups that use them.

Sales Promotion

Internal & External

Sampling

Word-Of-Mouth

Viral Marketing/Swag

Blogging

Podcasting

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4. Publicity & Public Relation

Public Relations

Steps Listen to the public.

Change policies and procedures.

Inform people that you’re being responsive to their needs.

Publicity Free

More Effective Than Advertising

Believable

No Control

No Repetition

Promotional Strategies

ProducerRetailers and wholesalers

Consumers

Producer marketing activities (personal selling, trade promotion, other)

Reseller activities (personal selling, advertising, sales promotion, other)

ProducerRetailers and wholesalers

Consumers

Demand

Producer marketing activities (consumer advertising, sales promotion, other)

Demand

- Push Strategy -

- Pull Strategy -

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