Sales Promotion - Week #2 Recap the importance of the story Quiz on Chapter 1 Watch and discuss “Wag the Dog” Introduce final project –Positioning Statement –Image Development

Cellphone Policy OK if it rings –I don’t expect you to remember to turn it off BUT! –Don’t answer your phone in class! –Don’t step into the hall to talk Also –No text messaging

Psychology of Sales Promotion Targeting and research is essential FIRST! –Who are you selling to? –What do they want? –What do they care about it? –Who do they want to be? A.I.D.A –Attention – get them to notice you –Interest – make them want to know more –Desire – now they want your product –Action – they actually purchase it!

Brand Development Sell the sizzle, not the steak Selling an image –Victoria’s SecretVictoria’s Secret –IBM vs. AppleIBM Apple –Company values Patagonia –Technology Nike Why is this necessary?

Targeting is Key Why buy from you vs. your competition? –Offer an extra benefit –Social factors Markets are less and less diversified

Final Project Product/Company Name, Description Logo Positioning statement Target Profiles Packaging objectives & design Print advertising objectives, plan, and ads Pricing and promotion plan

Product/Company Name, Description Product: “Bruttini Crunchy Almond Cookies” –Italian for “Little Uglies” Company: Biscaro Brothers Description: With the nutty crunchiness of biscotti and the light taste of meringue, each all-natural gluten-free Bruttini Crunchy Almond Cookie has its own unique shape. They go equally well with coffee, tea, a glass of wine, a bowl of ice cream, or alone as a snack!

Positioning Statement Where does your product fit into the market? Bruttini Cookies Positioning Statement: –As an Italian gourmet treat, Bruttini cookies appeal to consumers who are interested in a new and different snack and have the disposable income to afford a more expensive sweet. They are all-natural, kosher, dairy- free and gluten-free, and so are equally at home in a corner deli, a natural foods store, or the local supermarket. Though not fat-free, they will appeal to most people who currently purchase meringue cookies. Categories Demographics Psychographics Potential Distribution Channels

Image Development Enhance the sizzle Communicate the sizzle Where? –Logos –Packaging –Advertising –Trade Shows

Logo Design Rules of Thumb If it works in black and white it will work in color If it works in color it may not work in black and white So first design in black and white. Why do we need black and white? –Universal application (color won’t fax) –Cost effective

Logo Design Rules of Thumb (cont’d) Three types of logos –Typography –Iconography –Combination

Typography Select font Use contrast –big to small –thick to thin –block font to script font –convey proper feel with typeface selection –consider application (will it work in any size?)

Iconography If possible, use an image that will support or literally convey name –Reinforce identity –Convey an idea –Consider the application

Combination

Create “Dominance” By Using Contrast Establish the creative direction of your logo (typography, iconography, or a combination) Develop a strong design in rough form Pick an appropriate typeface or faces –Convey the feeling of your product or service. –Some take a literal approach –Others develop a unique feeling or abstract identity

Example: Pepsi Cola A combination solution Current type face choice is “space age” Always accompanied by the Pepsi icon No matter what typeface they use, the feeling may change but the flavor is always maintained. Also always includes the very American red, white, and blue. Let’s take a look:

Other hints Use clip art! Use my design links: Abstract is OK – convey the mood Don’t sweat it!

Gathering References Find examples of others with similar positioning – go shopping!

Choose a team! Three members per team

Brainstorm!

Break

Wag the Dog What is “true”? What elements and techniques are used to sell the story in the movie? Who is/are the target audience/s?

Wag the Dog What is “true”? What elements are used to sell the story? What techniques are employed to support the story? What came first – product or target? What roles were necessary? Who is the target audience?

Conrad Brean/Robert De Niro

Stanley Motss/Dustin Hoffman

Winifred Ames/Anne Heche

Fad King/Denis Leary

HOMEWORK: Create product concept/description. Choose a name for the product/company Develop a positioning statement Gather references and do 5 rough logos Be prepared to present your concepts, references, and logos to the class!! Read Chapter 2 (Marketing)