Promotion P: a review The Marketing Context of Advertising and Promotion

Promotion Includes all communication efforts of the firm Company to customer contact Help company meet overall marketing objectives (sales, market share, etc.) Has its own objectives (Branding, awareness, attitude, positioning, experience, etc.) Flows naturally from the Marketing Plan (the other 3 P’s)

Objectives Review P: Promotion Discuss the IMC Plan Go through an example Practice through Group exercise

Promotion = Branding Advertising Sales Promotions Personal Selling Public Relations Alternative/Guerrilla Marketing Follow a synergistic (integrated) strategy

Branding “We don’t just want people to buy a brand, we want people to buy into a brand, to make it part of their lives” – Stan Richards, The Richards Group (emphasis mine)

What is Branding? Creating a brand Brand Identity – Brand Name, Logo, Letterhead, Business card, Packaging, Website, etc. Brand Promise – physical, psychological, emotional Brand Experience Brand Harmonization

The Audience = Target Market Define your Segments – Geographic – Psychographic – Demographic – Behavioristic Select your Target Market(s) – Profits – Best suited

Know your audience What are they really buying? THISTHATTHE OTHER THING Luxury WatchQualityStatus CosmeticsEnhanced AppearanceSelf-Esteem InsuranceProtectionSecurity House paintDurabilityLess work Financial publicationInvestment adviceBeing an “insider” MouthwashClean breathSocial acceptance

Find the Brand Concept Functional vs. Emotional Benefits Brand Trust Brand Associations Brand Essence – What we are about – You can depend on us because we are – How the brand directly affects you – This is what will happen to you

Brand Aproaches Heritage Unique Brand Strengths Forward thinking The Standard Provenance Cutting Edge/Techie Sophisticated Original Iconic Personalities Down to Earth Community Company Values Personal Humor Fun We Understand Attitude

The importance of Branding Loyalty Product differentiation Brand Equity Brand personality

The IMC Plan Situation Analysis The Audience – Segmentation What do we want to accomplish? – Define Objectives The Message: attributes  benefits – Positioning – Creative Strategy How will we achieve this? – The tactics: be synergistic – The media: be realistic The Budget: find ways to extend dollars