Applying the Promotional Mix Advanced Marketing Internal and External Methods of Promoting Sales for a Product/Service

Internal Promotion Essential for successful marketing to target market Includes comprehensive training and education of products and services Complete understanding of features and benefits of product/service Complete understanding of customers’ needs

Goals of Internal Promotion Provide key customer service, support, services, sales and marketing personnel with the knowledge and understanding of product Ensure all instructional materials and documentation readily available for ongoing training Build continuous, on-going training of product knowledge into system

Methods of Internal Promotion Workshops Training Seminars Videos Vendor Presentations and Training Vendor Trade Shows Trade Promotions

Marketing campaign directed at wholesalers and retailers rather than the final consumer

Examples of Trade Promotions Free Racks/Stands- POS materials Discount Pricing in addition to trade allowance Incentives Goal is to build demand from retailer Training programs to boost sales Sales literature

External Promotions Promotion targets the customer (outside the organization)

Goals of External Promotion Build awareness among consumers of product/offering Build demand for product/service Increase sales for business

Methods of External Promotion Conduct customer needs assessments and develop promotion targeting needs Special Events Promote through various media (Advertising) Sales Presentations to customer Sales Promotions (coupons, raffles, etc) Publicity/Public Relations

Assignment Students will work with a partner to develop an internal promotional plan for The Falcons’ Nest regarding the kick-off of the Helping Heroes Toy Drive. Prepare PPT presentation of how to promote this internally. 50 Points Students will work with a partner to develop an external promotional plan for Helping Heroes applying the promotional mix. 50 Points