What Makes it Effective?

 Includes:  Advertising  Publicity  Sales promotions  Personal Selling

Advertising Interest Desire Action

 How do customers find out about my Product/Service  Strategies – referral, ads, flyers etc.  Customer Willingness to try Product/Service  How to encourage them  What is competition doing? Right? Wrong?  Sustainable / Unsustainable competitive advantage  How can I improve on competitions offering?  How do other compare me with competition?

 DEPENDS ON :  Audience you want to reach  # of people to see advertising  Trading area  $$$’s in budget  How media matches with Product/service  Target market

 This refers to paid use of media to inform the public of the product:  Radio  Television  Print (magazines etc)  Web  Billboards  Direct/indirect mail

 Non-paid (most) methods of increasing interest or awareness:  News stories  Sponsorships  Contests  Word-of-mouth  Reputation

 Special offers and incentives to encourage sales:  Deferred payment  Coupons  Bonus product  Draws/contests  Special sales  Bonus offers  Product trials/sampling  Point of Sale displays

 Sales people use personal relationships to:  Make customers feel important  Display features  Answer questions  Enhance reputation  Very important for industrial or institutional customers

 FedEx Caveman & Castaway   Monster.com “When I Grow Up”   Nissan Leaf “Polar Bear”   K-fee Energy Drink   Bridgestone “Mr. Potatohead”   Bell “Dieppe”   Capital One “Yellow shirt”   Transport Accident Commission – Australia 

 Did it grab your attention?  Did it hold your interest?  Did it communicate its message quickly and directly without making you guess what was going on?  Could you relate to the message?  Was it memorable?  Did the message create a desire for the product or service?