Promotional Strageties

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Promotional Strageties

• Two ways to get business
• Go get it
• It comes to you

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• More pleasant to have customers come to you
• They make life easier because they are
• Better qualified
• Ready to buy
• Have their need identified
• Wanting your product and have decided.
• Less price sensitive than cold prospects

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Promotional Strageties

• Promotional strategies are techniques which give
  you positive exposure to your target market.
• Advance knowledge will allow the establishment of
  a relationship
• Name recognition benefits.

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Critical Points

• Timing is everything
• Chance they arent ready after all
• (what did you do to turn them off)
• Send reminder notes you will be by
• Future reservations
• (see you in Reno May 30!)

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Proper promotion program

• Introduces your product or service smoothly
• Encourages more purchases by current customers
• Encourage more off season purchases
• Compete with competitors sales programs
• Enlarge your market with effective outreach
• Contact former customers about new products.

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• All promotion is directed at increasing sales!
• Bold, explicit forms
• Public relations and publicity influence sales
  indirectly by encouraging the buyer to think
  highly of you and your company!
• Favorable opinion of you even if they dont know
  you.

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Advertising

• Is a paid persuasive presentation that has become
  more sophisticated in order to influence buyer
  behavior
• Advantages

• large numbers see the message
• cost per customer is usually low
• appropriate media can be easily chosen to reach
  target market control of content and easily
  adapted to market
• integrated to media possible TV, radio, print- a
  fixed message
• presell products can influence people to make up
  their mind before they shop

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Advertising

• Education
• Preference formation
• Affecting the purchase decision
• Repeat business ongoing will strengthen
• Disadvantages

• can not focus on individual needs (message the
  same for all)
• can be too costly
• can be wasteful and inefficient
• must be brief, often cannot achieve required depth

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Advertising objective

• Which league you will be in
• Size of your business to compete and provide
• Your target market

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Location of Advertising

• Where magazine, newsprint, show, radio
• How P2P, letter, publications,billboards
• Mail, displays
• Advance letter/postcard ie Reno A.A.

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Public Relations

• The means of relating to the public in a way
  which wins the publics appreciation.
• Image

Good Will, community awareness Perceptions of
success Publics Increase sales and
opportunities by positive and professionalism
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Methods of Publics

• 1. Community activities
• 2. Contribute time and/or money
• 3. Public speaches
• 4. Public service
• 5. Special events sponsorships
• 6. Trade associations

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Your image

• Your image is an asset which affects sales as
  much as your product does.
• The image you should project through PR includes
• Caring of self, customer, community, company
• You are the expert
• Be accessible professional ready to serve all
  customers.

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Publicity

• Means getting exposure through the news media.
• Advanced prepared announcements by the company or
  newsworthy stories.
• Creditability
• Subtley unobtrusive, indirect to prospects
• Dramatization larger than life
• On a local level more community is developed

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More publicity

• Feature articles, trade magazines, journals
• Press releases
• Photographs
• Billboard on truck in London
• During rush hour for exposure
• Breaks down in busy intersection
• News records event for free!
• Best idea ever

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Sales Promotion

• is the use of marketing devices such as displays,
  
• Premiums, gimmicks, special sales, demonstrations
  which stimulate sales and are temporary in
  nature.

Displays Demonstrations Exhibit booths, trade
shows, conventions Promo packages, discounts Free
calendars, matches, pens, novelties Christmas,
birthday, etc cards Attractions like celebrities,
circus, etc Discount coupons
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Sales Promotion

• Begin promotion early ie Holiday Auction at Open
  house!
• Establish activity Fun Great items
• Volunteer to work trade show booth
• Pass out business cards, collect theirs
• Set up appointments
• Give calendars with your name phone
• Jackets long life and immediate sales reward

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Promotional Strategy

• Brainstorming
• Small groups
• Toss ideas and see what sticks!
• How to influence, impress and get them to sign
  up!

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Promotional Mix

• Techniques that are effective and affordable
• Correspond with goals
• Recognize our product advantage,
• our own image
• our customers body language and true color!
• With prospecting strategies, you will get
  prospects and business coming and going!

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Advertisement Development

• Advertising agencies
• Client services forecast market needs, prepares
  marketing plans
• Creative services creates the advertisement and
  produces the ads
• Research services studies targeted populations
  and their buying behaviors
• Media services makes decisions on how
  advertising budgets will be spent on mediums

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Advertising Media

• Promotional
• helps business by
• creating an interest in products
• introducing new products
• presenting product information
• supporting personal selling efforts
• creating new markets
• Limits bad products
• unlikely to change the a customer whos
  mind is already made up

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Media Types

• Print Media
• Newspapers
• Magazines
• Direct Mail
• Billboards
• Directory Advertising
• Transit Advertising

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Broadcast Advertising

• Radio
• reaches 96 of all population over age 12
• 15, 30 and 60 second segments
• selective audience
• flexible and mobile
• short life span
• competitive
• lack of visuals

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Broadcast Advertising

• Television
• Pulls together all medium
• population inclined to believe what they see
• personal and mass audience
• flexible short life span
• cost prohibitive
• audience size not assured
• commercials considered a nuisance

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Specialty Advertising

• Relatively inexpensive novelty items with an
  advertisers name printed on them
• hats
• pens
• calendars
• memo pads
• give away items

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Brands

• A name, design, or symbol that identifies the
• products of a company or group of companies
• Brand Name- Kleenex, Pepsi, Arbys Miracle Whip
• Brand Mark- Fords Blue Oval, US postal service
  Eagle
• Trade character- human form Pillsbury Doughboy
• Slogans are often used
• a can a week is all we ask
• Dodge -Ram Tough
• Happy cows are from Cowlifornia

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Selection of Media

• Does the medium reach the greatest number of
  customers at the lowest cost?
• Does the medium provide opportunity to illustrate
  the product?
• Does the medium provide an opportunity to present
  an adequate selling message?

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Selection of Media

• Does the medium present special problems?
• Is the medium flexible in terms of promotion?
• Does the medium meet the targeted geographical
  area?
• Does the medium fit the image of the business and
  offer enough prestige and distinction?

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Parts of a Print Ad

• Headline- lettering slogan or saying that gets
• the readers attention, arouses interest and leads
  
• them to read an ad
• With Prices Like These, Who Needs a Headline?
• After a day of Downhill Skiing, Getting a Fine
• Meal Shouldnt be an Uphill Battle.

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Parts of a Print Ad

• Copy- the selling message
• Conversational
• Appealing
• Dramatic
• Humorous
• Informative

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Parts of a Print Ad

• Illustration- the photograph or drawing of
• the product
• Attract attention
• Create Interest
• Arouse Desire

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Parts of a Print Ad

• Signature- logotype, business id,
• trademark, phone number, etc...

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Visual Merchandising

• The coordination of all physical elements in a
  place of business so that it projects the right
  image to its customers.
• Display- the visual and artistic aspects of
  presenting a product to a targeted group of
  customers

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Elements of Visual Merchandising

• Storefront
• Marquee
• store sign or name
• Entrance
• varies with store design and placement
• Window Display
• promotional
• institutional
• public service

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Elements of Visual Merchandising

• Store layout - the way floor space is allocated.
• selling space
• merchandise space
• customer space
• store interior
• Interior displays
• closed
• open
• point of purchase
• architectural

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Elements of Visual Merchandising

• Interior displays
• one time item - single item display
• line-of-goods - product line
• related merchandise - items that can be used
  together
• variety display - unrelated items
• Setting type
• realistic - depicts a room or area common to a
  house
• semi-realistic - suggests a setting
• abstract - gaining in popularity

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Artistic Elements

• Line- most people read displays right to left
• Color- can make or break a display
• Shape- physical appearance of materials
• Direction- guides a viewers eye over the
  materials
• Texture- surface quality

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Artistic Elements

• Proportion- relationship between elements
• Balance- placement size elements
• Motion- attracts attention
• Lighting- attracts and highlights items for
  display

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Public Relations

• Public relations refers to any activity designed
  to create goodwill towards a business
• Employee relations
• job training
• newsletter
• open communication between management and
  employees
• promotion from within

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Public Relations

• Customer relations
• courtesy
• helpfulness
• customer advisory board
• consumer affairs specialist
• Community relations- activities that gain the
  respect of the community members
• foster good relations
• civil and social activities
• Rotary Club, Junior Achievement

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Marketing is Promotion

• Promotion any form of communication
• used to inform, persuade, or remind
• people about a businesss products and
• improve its public image. This includes
• advertising, publicity, sales promotion
• and personal selling.