Tactics for Trade Sells Promotion (distributor/in store)
Trade allowances
dealer contests
slotting fees
point of purchase
co op
trade shows
What are the objectives of consumer sales promotion? (3) (get you to try and buy)
Induce Trial
Customer Loyalty
action oriented campaign synergy
Consumer Sales tactics
sampling
refunds
bonus packs
couponing
premiums
contests and sweepstakes
price off deals
event sponsorship
CURVES IMC Lecture
Event sponsorship: hot air balloon tour
Media exposure
Drew big crowds
Sweepstakes: Ladies home journal
"Friends for fitness" membership win
Marketing PR: Had doctors try and reccomend Curves to treat illness/ for better health to patients
Types of PR
Press Relations: Media spots in magazines, news etc
Community relations
Investor relations :Stock/number reports
Crisis Response
Strategic marketing/PR: Magazine "get healthy or else"
Means of Direct Marketing (enablers and channels)
Credit Cards
techno/internet
toll free numbers
accountability
mailing list/mailers
TV
Catalogs
Print
what is a brand?
promise
big idea
expectation
the meaning/feeling/emotion behind the product or service
loyalty, trust and preference comes with strong brand
what brand is NOT RESPONSIBLE for:
SALES AND MARKETING!!
making the phone ring/bringing sales
close deals
explain product offerings
sales to someone who doesnt usually buy the product
Brand loyalty continum aka how peeps become brand loyal
brand awareness
brand acceptance
brand preference
brand insistence
Assholes always pick ixpensive
7 different types of creative approaches
USP
generic/category sale
preemtive claim
product positioning
resonance approach: deep emotion/traditional or family values. campbells soup
affective strategy: cultural, personality match. CHIPS and dinner for two
brand image
what is a creative brief
synthesize all data into an actionable format to inspire creative development
3 critical elements of creative strategy
strategic focal point: what prob are you trying to solve? whats the opportunity?
positioning statement: how you want the consumer to feel about the brand
unifying big idea:
vehicle or device thats creates a unifying bond that is continuous. Met life snoopy or afflack duck
Types of Digital Advertising
Display
Search Engine Marketing
Search Enging Optimization
Social
Mobile
Email
how to target display ads
demographic
geographic
contextual
behavioral
What is SEM (search engine marketing)
form of intenet marketing that seeks to promote websites by increasing their visibility in search engine result pages by mean of
SEO
paid placement(not effective)
contextual advertising (smu/baby stuff on my fb) and
paid inclusion
what is SEO ( seach engine optimization)
:optimizing: website pages to achieve higher ranking in search results via the process of selecting specific keyword expressions associated to the website
paid inclusions (SEM)
sponsored listings in the tan box in google.
creative continuity and consistency (physical)
slogans
taglines
colors
graphical elements
spokerperson/things/personas
Creative continuity and consistency (psychological)