Description
Tools available for advertising, sales promotion, consumer promotion, trade promotion.
• • • • • •
Advertising • Inform, Persuade, Remind • One to many Direct Marketing • Focus • One to focused few Personal Selling • Personalization • One to one Sales Promotion • Incentivise • One to many/ focused few PR and Publicity • Influence • One to many/ focused few Internet/ Interactive Media • Empowerment • One to one/ One to focused few/ One to many
ADVERTISING
• TV • Press • Radio • Cinema • Audiovisuals • Internet/ Mobile • Out of Home/ Transit Media • POS Material including signage • Logos and packaging • Literature
SALES PROMOTION
• Consumer • Individuals • Businesses • Trade • Sales-force
• • • • •
Samples Coupons Cash Refund Offers Price Packs Prizes
CONSUMER PROMOTION TOOLS
• • • • • •
Patronage Rewards Free trials Product Warranties Tie-ons POP Displays Demonstrations
TRADE PROMOTION TOOLS
• Price-off • Advertising/display allowance • Free goods • Push money • Free special advertising
BUSINESS PROMOTION TOOLS
• Offers
SALES PROMOTION CYCLE
Marketing Objectives
Sales Promotion Objectives
Selection of tools
Develop the program
Pre-testing
Implementation & Control
Evaluation
PENCILS Market Public Relations
•
•
P : Publications
• • •
Company magazines, annual reports, helpful customer brochures Sponsoring athletic or events or trade shows Favorable stories about the company, its people and products
E : Events
•
• •
N : News
C : Community involvement activities
•
•
Contributions of time and money to local community needs
Stationery, business cards, corporate dress codes
I : Identity media L : Lobbying activity
•
•
•
•
Efforts to influence favorable or dissuade unfavorable legislation or rulings
Building a good reputation for corporate social responsibility
S : Social responsibility activities
PR TOOLS: EXTERNAL
• • • • • • •
Press releases Photographs, photo calls Features Case studies Advertorials Launch events Press conferences
• • • • • •
Attention grabbers and stunts Surveys Entertainment Videos Sponsorships Media interviews
PR TOOLS: INTERNAL
• • • • • • • • • • •
One to one and group briefings Employee newsletters Dedicated TV channel broadcast Internal reports and information booklets Focus groups Provide safe environment for employee feedback Internet sites Video and audio tapes E-mailers Suggestion schemes Communal area notice boards
DIRECT MARKETING
• • • • • • • • • •
Direct Mail- Physical, Fax, E-mail, Voice Mail Catalog Marketing Telemarketing TV, Press, FM Radio and other direct response media Kiosk Marketing On-line Channels – Telephone, Internet, TV
•
Exhibitions Trade Shows Road Shows Consumer Contact Programs
Forums, Newsgroups, Bulletin Boards, Web Communities, Web casting
THE PROCESS
Task Record individual consumers’ responses and transactions Target, execute and control actions Start, develop and prolong profitable consumer relationships
Action
Result
CREATIVE STRATEGY
• The opening
• Interesting
FORMULA FOR PRESENTATION
• Description and explanation
• Argument
• Involving & specific • Create desire
• Persuasion • Climax
• Inducement
• Bring him around to your way of thinking • Extra reason for buying
• Make it easy to order / act at once
CONTACT STRATEGY
DATABASES
Who?
Why?
What?
When?
How Much?
THE DATABASE
• • • • • •
Can be used to understand consumer motivations and satisfaction levels through surveys Can be used to provide qualified sales or cross promotion leads with existing or potential customers Can be used to provide a reminder service for future activities Can be used to answer why a consumer ordered a particular product Can be used to monitor the effect and efficiency of marketing expenditures, by product, by month, by customer Can be used to forecast results of planned activities
Data Structuring
Data Mining Data Warehousing
Data Collection, Validation and Maintenance
Response Management
Analysis
Lead Classification & Generation
Follow-up
Reporting
• Work with existing customer databases • Build customized databases
• Data Capture • Company Sources
DATA MINING
• Personal Selling, Market Intelligence, • Advertising, Mailers, Telemarketing,
• Write-ins / Communication response
Sales Teams, Installation Information, After Sales Service Records
• Bought-out Databases • Syndicated questionnaires • Physical Census
Promotions, Exhibitions, Road Shows, Onpack offers
PERSONAL SELLING
• Sales Force Oriented • Face to face selling • Sales presentations • Sales Meetings • Sales support Kits • Flip charts, Power Point
presentations, Multi-media
PERSONAL SELLING COVERS
• Prospecting and qualifying • Pre-approach • Presentation and
• • •
demonstration Overcoming objections Closing Follow-up and maintenance
doc_898581015.pptx
Tools available for advertising, sales promotion, consumer promotion, trade promotion.
• • • • • •
Advertising • Inform, Persuade, Remind • One to many Direct Marketing • Focus • One to focused few Personal Selling • Personalization • One to one Sales Promotion • Incentivise • One to many/ focused few PR and Publicity • Influence • One to many/ focused few Internet/ Interactive Media • Empowerment • One to one/ One to focused few/ One to many
ADVERTISING
• TV • Press • Radio • Cinema • Audiovisuals • Internet/ Mobile • Out of Home/ Transit Media • POS Material including signage • Logos and packaging • Literature
SALES PROMOTION
• Consumer • Individuals • Businesses • Trade • Sales-force
• • • • •
Samples Coupons Cash Refund Offers Price Packs Prizes
CONSUMER PROMOTION TOOLS
• • • • • •
Patronage Rewards Free trials Product Warranties Tie-ons POP Displays Demonstrations
TRADE PROMOTION TOOLS
• Price-off • Advertising/display allowance • Free goods • Push money • Free special advertising
BUSINESS PROMOTION TOOLS
• Offers
SALES PROMOTION CYCLE
Marketing Objectives
Sales Promotion Objectives
Selection of tools
Develop the program
Pre-testing
Implementation & Control
Evaluation
PENCILS Market Public Relations
•
•
P : Publications
• • •
Company magazines, annual reports, helpful customer brochures Sponsoring athletic or events or trade shows Favorable stories about the company, its people and products
E : Events
•
• •
N : News
C : Community involvement activities
•
•
Contributions of time and money to local community needs
Stationery, business cards, corporate dress codes
I : Identity media L : Lobbying activity
•
•
•
•
Efforts to influence favorable or dissuade unfavorable legislation or rulings
Building a good reputation for corporate social responsibility
S : Social responsibility activities
PR TOOLS: EXTERNAL
• • • • • • •
Press releases Photographs, photo calls Features Case studies Advertorials Launch events Press conferences
• • • • • •
Attention grabbers and stunts Surveys Entertainment Videos Sponsorships Media interviews
PR TOOLS: INTERNAL
• • • • • • • • • • •
One to one and group briefings Employee newsletters Dedicated TV channel broadcast Internal reports and information booklets Focus groups Provide safe environment for employee feedback Internet sites Video and audio tapes E-mailers Suggestion schemes Communal area notice boards
DIRECT MARKETING
• • • • • • • • • •
Direct Mail- Physical, Fax, E-mail, Voice Mail Catalog Marketing Telemarketing TV, Press, FM Radio and other direct response media Kiosk Marketing On-line Channels – Telephone, Internet, TV
•
Exhibitions Trade Shows Road Shows Consumer Contact Programs
Forums, Newsgroups, Bulletin Boards, Web Communities, Web casting
THE PROCESS
Task Record individual consumers’ responses and transactions Target, execute and control actions Start, develop and prolong profitable consumer relationships
Action
Result
CREATIVE STRATEGY
• The opening
• Interesting
FORMULA FOR PRESENTATION
• Description and explanation
• Argument
• Involving & specific • Create desire
• Persuasion • Climax
• Inducement
• Bring him around to your way of thinking • Extra reason for buying
• Make it easy to order / act at once
CONTACT STRATEGY
DATABASES
Who?
Why?
What?
When?
How Much?
THE DATABASE
• • • • • •
Can be used to understand consumer motivations and satisfaction levels through surveys Can be used to provide qualified sales or cross promotion leads with existing or potential customers Can be used to provide a reminder service for future activities Can be used to answer why a consumer ordered a particular product Can be used to monitor the effect and efficiency of marketing expenditures, by product, by month, by customer Can be used to forecast results of planned activities
Data Structuring
Data Mining Data Warehousing
Data Collection, Validation and Maintenance
Response Management
Analysis
Lead Classification & Generation
Follow-up
Reporting
• Work with existing customer databases • Build customized databases
• Data Capture • Company Sources
DATA MINING
• Personal Selling, Market Intelligence, • Advertising, Mailers, Telemarketing,
• Write-ins / Communication response
Sales Teams, Installation Information, After Sales Service Records
• Bought-out Databases • Syndicated questionnaires • Physical Census
Promotions, Exhibitions, Road Shows, Onpack offers
PERSONAL SELLING
• Sales Force Oriented • Face to face selling • Sales presentations • Sales Meetings • Sales support Kits • Flip charts, Power Point
presentations, Multi-media
PERSONAL SELLING COVERS
• Prospecting and qualifying • Pre-approach • Presentation and
• • •
demonstration Overcoming objections Closing Follow-up and maintenance
doc_898581015.pptx