The Power of Smart Marketing

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The Power of Smart Marketing

• British Chamber of Commerce Breakfast Series
• Thursday, 23 February 2006

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Smart Marketing

• What to do
• When to do it
• How to do it
• Time
• Cost
• Effort

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Promotional Mix

• Advertising
• Public relations
• Sales promotion
• Personal selling

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Extended Promotional Mix

• Advertising
• PR
• Sales promotion
• Personal selling
• Direct marketing
• Sponsorship
• Branding
• Packaging
• Exhibitions / events

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Effective Marketing?
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Effective Marketing

• Knowing .
• Objectives
• Product
• Audience
• Medium
• Message

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Objectives

• Attention
• Interest
• Desire
• Action

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Objectives (cont.)

• SMART objectives
• Specific
• Measurable
• Achievable
• Relevant
• Timely

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Objectives and Promotional Tools

• Attention Advertising PR
• Interest PR
• Advertising
• Desire Advertising
• Sales promotion
• Action Sales promotion
• Personal selling

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Products and Promotional Tools

• Visual?
• Watching
• Reading
• Aural?
• Experiential?
• Combination?

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Audience

• More than just demographics
• Geographic / geo-demographics
• Psychographics
• Family lifecycle
• Lifestyle

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Media Choice

• TV
• Radio
• Magazines
• Consumer
• Trade
• Newspapers
• Web
• Billboards
• Transit
• Events

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Media Choice (cont.)

• Reach
• Frequency
• Cost

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Message

• Correct
• Clear
• Consistent

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Integration

• Within the piece
• Copy
• Design
• Color
• Logo

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Integration (cont.)

• Within the campaign
• Message
• Look
• Cross-over

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Integrated Marketing
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For more information contact
Janelle Powell Academic Coordinator Marketing
Department Douglas Hajek Director Prague
College Polska 10 120 00 Praha 2 (420) 222 722
544 www.praguecollege.cz