1. Module No 1: Marketing/Promotion & E-commerce
MICRO: Enhancing Competitiveness of Micro-enterprises in Rural Areas
Module No 1: Marketing/Promotion & E-commerce
Prepared by the Consortium for the project: “Irish Rural Link – National University of Ireland Maynooth- CDI – EEO GROUP SA- IHF asbl – IDP - Internet Web Solutions SL”

2. How long to read and listen?
Promotion of products
Overview
How many slides?
14 slides in total
How long to read and listen?
15 minutes (not including exploring the links provided within slides)
What is the benefit?
See aim and expected learning in following slides

3. Promotion of products
Unit Aim
Understand the basics of designing and implementing a comprehensive and result oriented product / service promotion strategy

4. Expected Learning Outcomes
Promotion of products
Expected Learning Outcomes
At the end of this module you will be able to:
Understand the elements of a promotion plan for Product/Service
Prepare a promotion plan that will generate new leads and increase sales

5. Promotion of products What is promotion
Promotion is a mix of Actions used to increase product/service sales through leads generation.
It is one of the four elements (4 P’s) of Marketing (Product, Price, Placement, Promotion)
Objectives of Promotion
To present product/service information to consumers and others.
To increase demand.
Product differentiation.

6. Promotion of products What is the promotional plan (mix)
It refers to the intensity (in terms of time, effort and spending) that each promotional type is being used
Types of promotion
Personal Selling. In-person sales, transactions made between sales representatives and clients.
Advertising. Either audio, visual or printed. it employs an openly sponsored, nonpersonal message to promote or sell a product, service or idea.

7. Promotion of products Types of promotion (2 of 2)
Sales Promotion. It includes demand raising actions such as contests, coupons, freebies, loss leaders, point of purchase displays, premium prizes, product samples, and rebates
Direct Marketing. Includes communication with customers through a variety of media e.g. cell phone text messaging, , websites, online adverts, database marketing, fliers, catalogue distribution, promotional letters
Publicity. Refers to gaining public visibility or awareness for a product, service or your company via the media.

8. Promotion of products
Examples of promotion tactics in the area of Publicity
Publicity includes low cost and high credibility actions.
For example: 
Arrange a speech or talk
Create then present an award
Arrange for a testimonial
Issue a report
Use High prestige People
Organize a tour of your business or projects
Conduct a poll or survey
Stage a debate
Event sponsorship

9. Promotion of products Establishing a Promotional Mix (1 of 2)
Target Market Determination
Determination of Objectives
Message Design
Selection of Promotional Channels
Budget Determination

10. Promotion of products Establishing a Promotional Mix (2 of 2)
Example 1: Jeweller’s promotional mix based on a budget of 5,000 Euros
Example 2: Candy bar that fights tooth decay with Euros budget
Type of Promotion
Budget
50% Direct Mail: Direct-Mail Campaign
2.500 Euros
40% Advertising: Print Ads in Local Lifestyle Magazine
2.000 Euros
10% Sales Promo: Coupon In Direct-Mail Letter For Free Appraisal
500 Euros
Type of Promotion
Budget
25% Public Relations: Press Releases
1.250 Euros
25% Advertising: Print Ads in Local Newspapers and Dental Publications
50% Sales Promo: Product Samples, Coupons, Contest
2.500 Euros

11. Promotion of products Top Promotional Activities include: 1. DOVE
Dove doubled profits from 1 to 2bn and turned the business of selling soap into a moral campaign.
How
Created a mock-up advert using all of the company directors' own daughters. With text alongside each image saying how these girls believed they weren’t beautiful, based on the existing images / models used in existing promotions, since their self-esteem was affected.  Promotion strategy changed with more “average” girl model type.

12. Promotion of products Top Promotional Activities include: 2. Nordstrom
A fashion retailer with $ 8,000 life-time spending per customer
How
Creating “Nordy Stories”, examples of great customer service from its employees. “Nordy Stories” give concrete examples to the employees to show them exactly how good customer service is given.
Example: A customer came into Nordstrom wishing to return a $17 tyre iron, without a receipt and in spite of the fact that the company doesn’t sell tyre irons the customer receives full refund.
(They know that the Nordstrom customer has an average lifetime spend of $8,000. What’s $17 compared to that?)

13. Promotion of products Top Promotional Activities include: 3. GE
2 million views of Videos on Company Web-site after replacing heavy mission statements
How
The human brain processes visuals 50 times faster than text. Customers were attracted by the new appealing company presentation and used multichannel communication (YouTube etc) to spread the word!

14. Thank you for your attention 
End of Module
Thank you for your attention 