Promotions

Choosing a Business Name  Write down 5-10 things that your name should say about you Ie. Quality, fun

Choosing a Business Name  Pick a name… Descriptive  Speedy Muffler  Coffee Hound Unique & stick with a customer  Noodles Avoid titles with “International”

Choosing a Business Name  Pick a name… Avoid puns  Shear Madness, Mane Attraction Avoid names of people Easy to pronounce & spell Don’t take another businesses name  Grand Bear Lodge vs. Black Bear Lodge

Promotions Mix Advertising Sales Promotions & Incentives Personal Selling Publicity

Promotions Defined  Communication designed to facilitate exchanges with members of potential client groups by communicating the benefits offered by the program/service.

Purposes of Promotions  Familiarize No knowledge Intro stage of lifecycle  Inform Some knowledge, need more Growth stage  Persuade Move to consumption Growth  Remind Existing product Maturation, Saturation Heinz since 1869

Sales Promos & Incentives  Something of financial value offered to encourage participation in a program or use of a service. Price related  Discounts, price manipulations Non-price related  Peoria Chiefs toys

Purposes of S P & I 1. Introduce new programs 2. Attract new clients 3. Stimulate more frequent use 4. Stabilize fluctuations 5. Diversify consumption

Sales Promos & Incentives 1. Promotional pricing 2. Free offers 3. Prizes 4. Celebrities

Sales Promos & Incentives 1. Promotional pricing 2 for 1 Half price Family night Discount with soft drink can Other examples???? Dangers: People start to expect to pay that price Sales drops right after a promotional pricing venture

Sales Promos & Incentives 2. Free offers First lesson free Child free Passes

Sales Promos & Incentives 3. Prizes T-shirts Giveaways or Premiums  Sports Illustrated subscriptions…free prize  Cereal prizes Contests Door prizes

Sales Promos & Incentives 4. Celebrities Uses their fame to help sell a product or enhance an image Examples?

Publicity  Unpaid form of non-personal communication, in which the agency is not identified as being the direct sponsor of the communication.  Examples…. Photo or story in the paper Radio news story

How to Get Publicity  Story is ideal for a particular format Special interest Food section  Story will be interesting to the audience Marbles tournament - nostalgia

How to Get Publicity  Use carefully selected gimmicks T-giving on the Mayflower Waterslide races Bald is Beautiful Party  Newsworthy story….

The Newsworthy Story  Timing  Public scope  Recognized achievement  Area Influence  Milestones  Controversy  Neighborhood Factor  Large interest base  Human Interest

Promotions Mix Advertising Sales Promotions & Incentives Personal Selling Publicity

Personal Selling  Using direct, face to face oral presentation for the purpose of facilitating exchange

Sales…  Sponsors  Service clubs  Every day participants  Media

Personal Selling  Expensive but allows for relationship marketing Build relationship with the customer Jeep Camp  Allows for benefit selling Can create new benefits to offset negativity toward product

Characteristics….  Product belief  Self-confidence  Listening ability  Humor  Tenacity  Common sense  Follow-up after the sale

Effective Personal Selling: 1. Prospecting & targeting 2. Preparation 3. Presentation 4. Handling objections 5. Closing 6. Follow-up

Promotions Mix Advertising Sales Promotions & Incentives Personal Selling Publicity

Advertising  Paid  About a product or service  Identified sponsor  Communicated through the media

Advertising  Difference between advertising & publicity  Which is more credible? Why?  Which do you have more control over?  Advertising examples????

Examples  MEDIA!  Banners  Street poles  Electronic message boards  Dasher boards  In-ice or on-field messages  Courtside messages  Scoreboards  Superimposed ads for television  Logo placement opportunities  Restroom boards

Media Considerations  Preferences of target market  Product Pontiac Solstice vs. Domino’s pizza  Message Simple vs complex  Cost

Reach vs. Frequency  Potential to produce exposure to a message in a target audience segment  Unduplicated portion of the population that is exposed to a message at least once during a 4 week period Reach

Reach vs. Frequency  # of times within a 4 week period that the message is repeated to enhance potential exposure among members of the target market segment Frequency

Continuity, Pulsing & Flighting Week 1Week 2Week 3 Week 4 Continuityxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxx Pulsing xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Flightingxxxxxxxx

Television  Most able to invoke emotional responses, believability, trust  Immunity of exposure…requires creativity  Good physical demonstration

Television  Cost… Maximum reach but $$$$$ Trade-off between cost & effectiveness  WMBD eg.

Television…Good commercials  Entertaining & memorable  Clear message immediately  Visual  High quality

Television…Good commercials  Truthful  Contains a call to action…buy the product  More content than special effects  Voiceovers that inspire confidence vs kids

Television  The paid stuff Individuals - WMBD Packages – WISH  The sponsored stuff Gus Macker – Live slam dunk Taste – spots, $ for t-shirts, on air personalities, WICD tent

Television  The free stuff News coverage…publicity  Legitimate events  Gimmicks – Camels, Macker basket set-up Mentions on the news  Flower Islands…peacock  T-shirts to Judy Fraser  Hootie Hoo day at Hessel Park 10 minute segments  Zoo animals

Radio  Low cost with high frequency  Reaches distinct, well defined markets  Can create an exciting message  Timely & flexible  Can do ads in multiple languages at a low cost

Radio  Build name recognition  Must be redundant…repetition causes retention  Need to help the listener visualize the product  Frequency instead of reach

Radio  The paid stuff Radio One Examples Production  Selecting voice overs

Radio  The sponsored stuff A vs. B Level sponsors  Pre-recorded spots, live liners, mentions  Exclusivity Corporate Challenge Eggstravaganza

Radio  The free stuff PSA’s vs. news releases Radio promotions  Cookie Contest  Teeter Totter-a-thon  Bauble visits Local shows  Softball report  Sunday morning shows  Weekly shows 10 sec – words 30 sec – words 60 sec – words

Billboards

 Relatively inexpensive but effective  Simple message only  Requires strategic location

Billboards  Hits consumers when they are in the marketplace.  Frequency is key  Can’t turn off a billboard  Ability to target the market is limited

Billboards  Top Advertisers Local services & amusements Retail Public Transportation Hotels & Resorts

Billboards  Cost Based on “daily effective circulation”  Number of people passing per day Lighted vs. dark billboard Production costs not included: $900-$2500 Size  30 sheet poster - 9.5’ x 21.5’  Bulletins – 14’ x 48’

Billboards  Design Tips 6 words max Simple concept 1 large graphic to draw attention Clear, easy to read type Large type Examples….

Posters  Inexpensive means of promotion  Success based upon location  Message must be eye catching  Time consuming distribution

Magazines  Highly selective  Can be expensive though efficient  Able to access specialized groups

Newspaper  Broad reach for a variety of target markets  Allows for in depth examination  Coverage is timely and flexible  Repetition needed

Newspaper  Sense of immediacy  Local emphasis  Longevity in household for repeat reference  Small secondary circulation

Newspaper  The paid stuff Display ads  Examples Classified ads  Car Show, Craft Fairs

Newspaper  The paid stuff Choice of days  Days your agency is open (Hobby Lobby)  Monday – male  Wednesday – female  Friday – entertainment  Sunday – highest circulation  Saturday – lowest circulation

Newspaper  The paid stuff Costs  Column inches Size (example) Cost per column inch  Ad stacking

Newspaper  The paid stuff Costs  Quantity discount  Placement request cost Front half, right side, above the fold  Color…weather page

Newspaper  The paid stuff Ad design tips  Strong headline  Include a border  Include address & phone #  Show pic of product or logo

Newspaper  The sponsored stuff Inserts  Sports Plex  Octopus  The free stuff Publicity  News releases  Stories