(c) Copyright 2011 Tery Spataro

MARKETING PRINCIPLESMKT (BA) 325 MARKETING

Week 4

June 4, 2011

Tery SpataroEmail: spata425@regis.eduHome Phone: 303-554-4444Mobile: 917-554-8908Skype; teryspataroTwitter: @teryFacebook: facebook.com/teryspataroLinkedIn: Linkedin.com/ins/terys

(c) Copyright 2011 Tery Spataro

Today’s Activities

o Review “The Product YOU!”o Promotiono The Roadmap

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Learning Topics

o Promotion: Personal selling, Mass selling, Sales promotion

o Integrating marketing plans into business

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Questions

• What are some of the problems you encountered with your marketing plan?

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Promotion

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Promotion

• What is promotion?• Mass selling• Direct or Personal

selling• Sales promotion and

publicity

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Think About This

Your consumers are telling you where to takethem. Are you paying attention?

Listening is essential to finding the story aboutyour brand from your consumers. And enables trend analysis.

– The Nielsen Company

Be dynamic. Continually assess, refine and innovate.

Consumers listen more to each other than to you.Doesn’t mean Brands have to take a passive stand,there is an opportunity to learn more.

– Fast Company

It’s still about the message. Tools just transmit.Don’t loose the meaning to the message.

– Marshall McLuhan

Your consumers’ actions speak more about their intent than their voice.

“63% of consumers use the internet first for information about local companies and 82% use search engines.” – Webvisible & Nielsen.

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B2B or B2C

AwarenessInterestDesireAction

Above the line – is aimed at mass audiences. Usually paid advertising is attributed. For digital this includes: web banners and paid search. Integrated marketing is part of the strategy. Integrated marketing utilizes traditional and digital tactics with the same message to the same audiences.

Below the line – is direct towards a specific audience. Digital below-the-line include email and e-newsletter, mobile application, digital coupon, branded applications, social media and social networks, product placement in videos, games, social media, and content web sites, and multi-touch and kiosks.

Acquisition Retention

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Guiding QuestionsIdeas Forms of E-Marketing Promotion TacticsAbove-the-line, Integrated, Below-the-line, Indirect

Who are you reaching?Is this an acquisition or retention strategy?

What are the communication objectives/KPIs?

AwarenessKnowledge

LikingPreferenceInfluence

EngagementParticipation

Advocacy

What is the message?Is the content, message and tactic relevant?

How is the relationship developed?

What will the tactics look like?

How are the tactics delivered?When (timing)?Where (placed)?

How are the tactics measured?

What will these tactics cost?

Web

Search

Social

MobileApplications

Environmental

WebsiteContent siteBannereCommerceEmailE-NewsletterDigital coupon

OrganicPaid

BlogVideoPodcastSocial mediaSocial network

Mobile appQR CodeWidgetKioskMulti-touch

{{{{

Traditional

PRAdvertising

• TV• Print• Radio• Out of Home

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Know Your Customer

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Class ExerciseSelf Promotion

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Timeline/Budget:

2010 Digital Promotion Tactical Plan

Ideas Costs OOP Total

Period 1: Games $15,000 / $40,666 $35,000 / $(coupons) $ 90,666

Period 2: Cooking Class $35,000 / $45,666 $15,000 / $(coupons) $ 95,666

Period 3: Demo $32,000 / $48,668 $18,000 / $(coupons) $ 98,668

News Bureau/Web Maintenance $93,000 / $50,000 $7,000 / NA $150,000

Resource Management NA / $65,000 NA / $0 $ 65,000

TOTAL $175,000 / $250,000

$75,000 / coupon redemption

$500,000

Ideas Tactics 

Oct. Nov. Dec. Jan. Feb. Mar. April May June July Aug. Sept. Oct.

2009 2009 2009 2010 2010 2010 2010 2010 2010 2010 2010 2010 2010

Games

Public Relations

P P P E E E              

Digital   P E E E E E            

                             

Cooking Class

Public Relations

          P P E E        

Digital   P E       P E E        

                             

Demo

Public Relations

            P P P P E E E

Digital   P E             P E E  

News Bureau/Web Maintenance

Integrated E E E E E E E E E E E E E

P = Planning

E = Execution

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Organization Chart

Business

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Organization Chart

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The Roadmap

• Your presentation• 9 slides / 20 minutes

• Executive Summary• Customer Analysis• Market Situation• Objectives & Goals• Product Strategy• Place Strategy• Price Strategy• Promotion Strategy• Project P&L & Controls