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.

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Presentation transcript:

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)

Review… What are the other “ingredients” that promotion works with? What is the GOAL of promotion? What are the two categories of promotion we have talked about and what does each do?

QUIZ…. CHECK YOURSELF! (and your notes!!) *be familiar with the TYPES of product promotion tools*

Objectives TLW differentiate between product and institutional promotion TLW recommend the most appropriate promotional tool(s) for a given situation and company

Essential Question How do companies most appropriately promote the products/services?

PROMOTIONAL TOOLS product Personal selling Advertising Sales promotion Direct marketing institutional Public relations = publicity = ??? News releases Social media Company website Community relations Charity involvement

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

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

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

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