-
The Brand Identity Statement –
- Sets the
- general target market, key benefit(s)
- offered, & the Brand Personality. This is the
- mission statement of your brand and at the
- core of your promotional strategy!
-
Integrated Marketing Communication
- Coordination of promotional efforts for
- maximum consistency, branding, & persuasive
- impact.
- All of your promotional efforts should have a
- similar look, feel, and message.
-
Promotional Elements
- Advertising
- Public relations
- Personal Selling
- Sales promotion
- Direct marketing
- Web-based
-
Promotional Mix
- The Combination of up to six of the
- promotional elements used to promote a
- product or business.
-
Advertising
- A PAID form of non-personal communication
- that is transmitted via mass media.
-
Public Relations
- Building positive relations with the company’s
- customers, investors, and community
-
Publicity
- Any form of NON-PAID coverage, good or bad,
- that is received from the media
-
Personal Selling
- The two-way flow of personal communication
- between a buyer and seller designed to
- influence a purchase decision
- Personal selling can take place in a retail
- environment (ie: sales at a car dealership) or
- in a customer’s office/home (called outside
- sales).
- Personal selling is most common is B2B
- marketing
-
Direct Marketing
- Using media to sell directly to consumers in a
- non-face2face environment
- Ie: catalogs, internet, Infomercials, direct
- mail, magazines, etc
-
Web-Based
- Using NON-paid, internet-based methods to
- promote a product or business:
- Ie: websites, email, social media
-
Sales Promotion
- Special incentives or excitement-building
- programs that encourage purchases
- Coupons
- Manufacturer Rebates
- Loyalty programs
- Sweepstakes/contests
- Point-of-purchase materials
- Product Placement
-
Product Placement
- Including products in a movie or television
- program.
- U.S. companies currently spend over $4
- BILLION annually to be a part of movies and
- TV shows!
-
Advertising
- Strengths
- Can reach lots of
- prospects at a low
- cost per thousand
- people reached
- Weaknesses
- May lack
- creditability
- LOTS of ads
- competing for
- attention
- May be hard to
- measure ROI
-
Public Relations (Publicity)
- Strengths
- FREE!
- 3rd Party
- endorsement from
- media gives more
- creditability
- Weaknesses
- No control over
- what media says
- Your information
- must be
- newsworthy to get
- coverage
-
Personal Selling
- Strengths
- Face2Face is most
- powerful way to sell
- & build
- relationships
- Best for “Bigger
- Ticket” sales
- Weaknesses
- The MOST
- expensive in terms
- of cost/contact
-
Direct Marketing
- Strengths
- Can reach lots of
- prospects at a low
- cost/thousand
- people reached.
- Very measurable in
- terms of ROI
- Weaknesses
- May lack credibility
- Lots of ads
- competing for
- attention
-
Web-Based
- Strengths
- Little (if any) cost
- Allows customers to
- easily respond and
- interact
- Usually easy to
- measure responses
- Weaknesses
- Growing on-line
- competition
-
Push vs. Pull Strategies
- Push Strategy - A promotional mix that is
- designed to “Push” the product through the
- Marketing Channel.
- Pull Strategy – A promotional mix intended to
- build consumer demand, thus “pulling” it
- through the Marketing Channel.
-
Push Strategies MIGHT Include:
- Sales people calling on wholesalers and
- retailers and seeing that they are carrying the
- product and knowledgeable about how to
- best sell it.
- Ads in “trade magazines”
- Co-op advertising plans
- Sales promotions that help the resellers like
- point-of-purchase displays, “spiffs” for retail
- sales people, etc.
-
Pull Strategies MIGHT Include:
- Large national advertising campaigns
- Manufacturers Rebates
- Infomercials, etc
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