Case Study A hotel chain wanted give its new in-house, full- service spa more exposure. The marketing department got together and decided to produce: 1.A product promotion 2.An institutional promotion If you were in that meeting, describe what these two ideas might be. (on paper and keep- will re-visit later in this class)

Yesterday….

Central Question…. What are the different things that companies/marketers can do to promote their product(s)?

objectives TLW examine the promotional tools in both product and institutional promotions TLW evaluate a company and design a promotional tool Std: 4.0 The student will analyze promotional tools

1. Personal Selling Sales rep Disadvantage: Expensive!! Contacts/ relationships (current and potential) – Personal meetings – Demos – s – Phone

2. Advertising Non-personal, paid promotion Variety of media One-way communication

3. Sales promotion Coupons, money-back, samples, POP displays, promotional items All marketing activities EXCEPT: – Personal selling – Advertising – Public relations

4. Direct marketing Addresses individuals WITHOUT a third party medium (NO: TV, radio, mags, etc) Ex: – Direct mail – Telemarketing – e-marketing – Social media – Goal – Goal: generate Sales/leads

Partners: Corey, JalenHeather, Andrew Cameron, AnferneeAriel, Greg Brandon, Ja’KobeFreddy, Paige JJ, ColeDre? Taylor E, Lori Trevor, Courtney Taylor M, Dakota

Activity In pairs, create product promotional tools (not selling or ads) for the company… A) sales promotion (coupon and promotional item ~ reasonable!) B) direct marketing (direct mail piece, telemarketing script, e-marketing piece, or social media piece) *These will also be graded for grammar!

1. Public relations (PR) activities help an organization to influence a target audience. Publicity (FREE!!) – News releases- announcement -> media – Social media- opinions, customer contact Influence general opinion Create favorable public image Re-direct problem issues

2. Company Website Is easy to find and navigate Gives an abundance of information to consumers and potential consumers Ben and Jerry's website

3. Community Relations When an organization SHOWS and PROVES an interest in the community it is in. Chik-Fil-A D.A.R.E Youth football sponsors

4.Charity Involvement “Cause” Marketing What does this mean? Why does this matter?

Activity Back to the massage therapist… Come up with either a community relations event OR a charity involvement event for this new business Include: all A news release for the event that includes all the details (pg. 398 in text) (grammar!!) One promotional advertisement/poster for the event (where would it go?)

Developing the Promotional Mix