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Published byEdmund Holmes Modified over 8 years ago
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Case Study A hotel chain wanted give its new in-house, full- service spa more exposure. The marketing department got together and decided to produce: 1.A product promotion 2.An institutional promotion If you were in that meeting, describe what these two ideas might be. (on paper and keep- will re-visit later in this class)
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Yesterday….
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Central Question…. What are the different things that companies/marketers can do to promote their product(s)?
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objectives TLW examine the promotional tools in both product and institutional promotions TLW evaluate a company and design a promotional tool Std: 4.0 The student will analyze promotional tools
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1. Personal Selling Sales rep Disadvantage: Expensive!! Contacts/ relationships (current and potential) – Personal meetings – Demos – E-mails – Phone
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2. Advertising Non-personal, paid promotion Variety of media One-way communication
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3. Sales promotion Coupons, money-back, samples, POP displays, promotional items All marketing activities EXCEPT: – Personal selling – Advertising – Public relations
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4. Direct marketing Addresses individuals WITHOUT a third party medium (NO: TV, radio, mags, etc) Ex: – Direct mail – Telemarketing – e-marketing – Social media – Goal – Goal: generate Sales/leads
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Partners: Corey, JalenHeather, Andrew Cameron, AnferneeAriel, Greg Brandon, Ja’KobeFreddy, Paige JJ, ColeDre? Taylor E, Lori Trevor, Courtney Taylor M, Dakota
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Activity In pairs, create product promotional tools (not selling or ads) for the company… A) sales promotion (coupon and promotional item ~ reasonable!) B) direct marketing (direct mail piece, telemarketing script, e-marketing piece, or social media piece) *These will also be graded for grammar!
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1. Public relations (PR) activities help an organization to influence a target audience. Publicity (FREE!!) – News releases- announcement -> media – Social media- opinions, customer contact Influence general opinion Create favorable public image Re-direct problem issues
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2. Company Website Is easy to find and navigate Gives an abundance of information to consumers and potential consumers Ben and Jerry's website
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3. Community Relations When an organization SHOWS and PROVES an interest in the community it is in. Chik-Fil-A D.A.R.E Youth football sponsors
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4.Charity Involvement “Cause” Marketing What does this mean? Why does this matter?
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Activity Back to the massage therapist… Come up with either a community relations event OR a charity involvement event for this new business Include: all A news release for the event that includes all the details (pg. 398 in text) (grammar!!) One promotional advertisement/poster for the event (where would it go?)
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Developing the Promotional Mix
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