Promotion, Promotion, Promotion...

Unit 3 Objectives Explore the use of branding and the promotional mix in Business. Develop and promote a brand for a business.

Starter My favourite advert...... http://www.youtube.com/watch?v=TVblWq3tDwY&feature=related What’s your favourite advert? Why? What might be some reasons for a business advertising their product?

Promotion This is how customers are informed about the product/service

PROMOTION Any form of communication a business or company uses to inform, persuade, or remind people about products and to improve its image Ask students what they think promotion is. Share responses. Show definition.

Why? Businesses promote to increase AWARENESS. They may also wish to persuade, remind or strengthen brand image. What was the purpose of the Cadbury advert?

Methods of promotion You have 30 seconds to list as many ways as possible a business may use promotion. The winner gets a credit..... HINT: Think of what small businesses might do as well as larger ones!

Choice of promotion How might a business choose which type of promotion to use?? Cost of the advertising Size of the market being targeted Nature of the product Who the target consumers are

Types of Promotion Advertising Sales Promotion Personal Selling What types of promotion can you think of? Advertising Sales Promotion Personal Selling Publicity/ Public Relations Visual Merchandising There are 5 types of promotion. They are…show bullets. Let’s look at each on individually.

Purposes of Promotion Why do businesses promote themselves and their products? Convince potential customers to buy. Explain features/benefits of products. Tell where products are sold. Advertise sales on products. Answer customers’ questions. Introduce new products. Create a favourable image of the company or product. Ask students for examples of why they think promotion is used. Share responses. Put on board. Review list

P2 – Part 4 Add to your Word Document from Part 3... Progress Board Lesson Objective: To assess the Marketing mix for a selected branded product... Progress Board Add to your Word Document from Part 3... What does promotion mean? Promotion means... What is the purpose of Promotion? Business try to promote themselves and their products because...

Product placement in films... Which brands are being promoted in these clips? Why do you think they use films to promote their brands?

Campaigns Businesses offer promotions as part of a “campaign” What current campaigns can you think of – that are running now? Check with the next slide

Did you think of these?

How about this advert?....

Advertising Advertising is a 'paid for‘. It is used to develop attitudes, create awareness, and transmit information. There are many methods of advertising: newspapers (local, national, free, trade) magazines and journals television (local, national, terrestrial, satellite) Cinema outdoor advertising (such as posters, bus sides). Create your own bus slogan generator LINK

What makes a good advertising campaign? Eye catching design Catchy slogan Humour Can you think of any others?

Successful advertising promotions campaigns from the past http://www.davidnaylor.co.uk/top-10-uk-adverts.html Build on your list of what makes a successful advert

P2 – Part 4 Progress Board What is Advertising? Lesson Objective: To assess the Marketing mix for a selected branded product... What is Advertising? Advertising is... What are the advantages of advertising? An advantage of advertising is... What are the disadvantages of advertising? Progress Board

Personal selling Personal Selling is an effective way to manage personal customer relationships. The sales person acts on behalf of the organisation. They tend to be well trained in the approaches and techniques of personal selling. However sales people are very expensive and should only be used where there is a genuine return on investment. For example salesmen are often used to sell cars or home improvements where the margin is high.

Personal Selling How many products can you think of that are promoted this way?

P2 – Part 4 Progress Board What is Personal Selling? Lesson Objective: To assess the Marketing mix for a selected branded product... What is Personal Selling? Personal Selling is... What are the advantages of Personal Selling? An advantage of Personal Selling is... What are the disadvantages of Personal Selling? A disadvantage of Personal Selling is... Progress Board

Sales promotion Get ready to draw a mindmap

Sales promotions mindmap BOGOF Free samples Competitions Events Coupons Free gifts Extra % free Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, money back, and sweepstakes.  - Gift With Purchase e.g. free Amelie DVD with the Guardian  - Percent Extra Free e.g. 20% more Head and Shoulders  - Sampling e.g. that fragrance sample that made your fashion magazine smell nice  - Money-off offers on-pack e.g. normally £2.50, this week £1  - Coupons against future redemptions e.g. 10% off your first purchase of Gillette’s new wonder razor  - Sales promotion touches many other areas of marketing. For examples, samples are often sent out by direct mail, gifts with purchases needs to be heavily promoted at point of sale.

Problems with sales promotions Too many promotions can devalue the brand – when do you see an Aston Martin on offer? Promotions don’t build brand loyalty they just increase sales in the short-term – exception is Clinique bonus time

P2 – Part 4 Progress Board What is Sales Promotion? Lesson Objective: To assess the Marketing mix for a selected branded product... What is Sales Promotion? Sales Promotion is... What are the advantages of Sales Promotion? An advantage of Sales Promotion is... What are the disadvantages of Sales Promotion? A disadvantage of Sales Promotion is... Progress Board

Public Relations Public relations, abbreviated as PR, is the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc. Newsletters Press Releases Bogs Photos Social Media Press kits for the media Website press room Financial public relations – providing information mainly to business reporters Consumer/lifestyle public relations – gaining publicity for a particular product or service, rather than using advertising Crisis public relations – responding to negative accusations or information Industry relations – providing information to trade bodies Government relations – engaging government departments to influence policymaking From the wiki

From the Omega PR Press Kit

P2 – Part 4 Progress Board What is Public Relations? Lesson Objective: To assess the Marketing mix for a selected branded product... What is Public Relations? Public Relations is... What are the advantages of Public Relations? An advantage of Public Relations is... What are the disadvantages of Public Relations? A disadvantage of Public Relations is... Progress Board

Personal Selling How many products can you think of that are promoted this way?

Direct Mail Highly focussed targeted mail based on what you have bought before Can be e-mail or by post May be special offers to re-engage customers who have stopped buying

Sponsorship Positive association of the product with a celebrity or a sport Can be very expensive Difficult to tell what impact this has on brand loyalty or sales What does Red Bull sponsor? Does its sponsorship change the way That you feel about the brand?

P2 – Part 4 Progress Board What are Direct Mail and Sponsorship? Lesson Objective: To assess the Marketing mix for a selected branded product... What are Direct Mail and Sponsorship? Direct Mail and Sponsorship is... What are the advantages of Direct Mail and Sponsorship? An advantage of Direct Mail and Sponsorship is... What are the disadvantages of Direct Mail and Sponsorship? A disadvantage of Direct Mail and Sponsorship is... How does Mars promote Celebrations? Mars promotes Celebrations by... Why do they use these methods? They do this because... Progress Board

Quiz get ready... 1 What is personal selling? Give an example 2 What is direct mail? Give an example 3 What is sponsorship? Give an example 4 What is a trade fair? Give an example 5 What is public relations? Give an example 6 What is sales promotion? Give an example 7 What is advertising? Give an example

The Marketing mix! Progress Board Lesson Objective: To assess the Marketing mix for a selected branded product... The Marketing mix! Progress Board To complete P2, you must complete all parts in your Word Document as follows: P2 Part 1 – Mix it up! P2 Part 2 – It’s all about the money... P2 Part 3 – Location, Location, Location... P2 Part 4 – Promotion, Promotion, Promotion All the tasks are contained in these PowerPoints on the shared area! Please then save and print your work!

Testing your knowledge... http://quizstar.4teachers.org/indexs.jsp The Marketing Mix

Marketing Mix Example Product USB Memory Stick Price 2 GB £22.99 Place PC World, Amazon.co.uk Promotion TV Adverts, Trade Journals, Specialist Magazines

Recap...