U SING E FFECTIVE PROMOTIONAL TECHNIQUE WEEK 13

Marketing Mix M ARKETING M IX Product Price P ROMOTION Place Customer Solution Customer Cost Communication Distribution

What is promotion ???

Traditional Promotional Mix Personal Selling Sales Promotion Public Relations Advertising Product

Steps In A Promotional Campaign 1.Identify the target market 2.Define the objectives 3.Determine the promotional budget 4.Develop a unifying message 5.Implement the plan 6.Evaluate effectiveness

Objectives of Integrated Marketing  Build Brand Equity  Provide Information  Manage Demand & Build Sales  Differentiate Products  Influence Perceptions, Attitudes, & Buyer Behavior

1. Advertising

 Advertising media : Newspaper, television, radio, magazines, outdoor, direct mail, yellow-pages, Internet  The growing use of Infomercials  Moving to the Internet  Global advertising

2. Personal Selling

What is personal selling ? Promotional tool in which a salesperson communicates one-on-one with potential customers or The face-to-face presentation and promotion of goods and services What is telemarketing ? Use of telephone solicitations to conduct the personal selling process

Steps in the Selling Process (B2C) Start Approach Ask questions Make presentation Close sale Follow up

Steps in the Selling Process (B2B) 1.Prospect and Qualify 2.Preapproach 3.Approach 4.Make Presentation 5.Answer Objections 6.Close Sale 7.Follow Up

3. Sales Promotion

Sales Promotion Techniques B2B  Trade Shows  Portfolios  Deals  Catalogs  Conventions B2C  Coupons  Cents-off Promotions  Sampling  Premiums  Contests  Bonuses  Catalogs  Demonstrations  Special Events  Lotteries  In-store Displays

Tips on Issuing Coupons  Coupons can be used as a “Thank you for buying” or a “Stop and try us.”  The value must be enough to attract customers.  Use coupon promotions sparingly.  Get professional help to get maximum exposure.  Color-code your coupons for different groups that use them.

Sales Promotion  Internal & External  Sampling  Word-Of-Mouth  Viral Marketing/Swag  Blogging  Podcasting

4. Publicity & Public Relation

Public Relations Steps  Listen to the public.  Change policies and procedures.  Inform people that you’re being responsive to their needs. Publicity  Free  More Effective Than Advertising  Believable  No Control  No Repetition

Promotional Strategies Producer Retailers and wholesalers Consumers Producer marketing activities (personal selling, trade promotion, other) Reseller activities (personal selling, advertising, sales promotion, other) Producer Retailers and wholesalers Consumers Demand Producer marketing activities (consumer advertising, sales promotion, other) Demand - Push Strategy - - Pull Strategy -

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