Public Relations, Sales Promotions

1
Public Relations, Sales Promotions Personal
Selling
13
Prepared by Deborah Baker Texas Christian
UniversityRevisedby Dr. R. BaurAgricultural
Technical Institute
chapter
2
Chapter 12 Review

• 1. The role of promotion in the marketing mix.
• 2. Elements of the promotional mix.
• The communication process.
• Explain the goal and tasks of promotion.
• AIDA concept and its relationship to the
  promotional mix.
• Factors that affect the promotional mix.
• Concept of integrated marketing communications.

12
chapter
3
Chapter 13 Learning Objectives

• Discuss the role of public relations in the
  promotional mix.
• Define state the objectives of sales promotions
• Discuss consumer sales promotions
• Discuss trade sales promotion
• Describe personal selling
• Discuss the differences between relational
  traditional selling
• List the selling process steps

13
chapter
4
Learning Objective
The Role Of Public Relations In The Promotional
Mix.
434
13-1
A. The Role of Public Relations
1. Evaluates public attitudes
3. Executes programs to gain public acceptance
2. Identifies issues of public concern
FIRST ENGERYSummer
ARTICLES ABOUTTREE TRIMMING
RELIABILITY
AEPWinter
TIME W/O SERVICE
5
B. Functions of Public Relations
Learning Objective
The Role Of Public Relations In The Promotional
Mix.
434
13-1
1. Press Relations
SCHOLARSHIP NOTES
2. Product Publicity
RECRUITING MATERIAL
3. Corp Communication
ATI EVENTS
4. Public Affairs
BIOHIO
5. Lobbying
REP GIBBS
6. Stakeholder Relations
ConversATIons
7. Crisis Management
SPREADING CORN
6
Learning Objective
435
The Role Of Public Relations In The Promotional
Mix.
13-1
1. New Product Publicity
2. Product Placement
C. PUBLIC RELATIONS TOOLS Used By PR Professionals
Free Samples
3. Consumer Education
Hospital Wellness Prog
4. Event Sponsorship
Nextel
NASCAR
5. Issue Sponsorship
6. Internet Web Sites
7. Press Release
ATI Scholarship Winners
8. News Conference
7
Managing Unfavorable Publicity
Learning Objective
The Role Of Public Relations In The Promotional
Mix.
437
13-1
Crisis Management
A coordinated effort to handle the effects of
unfavorable publicity or an unfavorable event.
AIRLINE CRASHES
OIL SPILLS
PLANT CLOSING
ILLNESS ON CRUISE SHIPS
ENERGY BLACKOUTS
8
Sales Promotion
Learning Objective
Define And State The Objs Of Sales Promotion.
13-2
437
Marketing communication activities, other than
advertising, personal selling, and public
relations, in which a short-term incentive
motivates a purchase.
9
Learning Objective
Define And State The Objs Of Sales Promotion.
13-2
438
Immediate Purchases
USES OF SALES PROMOTION
Increase Trial
Boost consumer inventory
Encourage repurchase
Increase ad effectiveness
Encourage brand switching
Encourage brand loyalty
10
Learning Objective
Define And State The Objs Of Sales Promotion.
438
13-2
Type of Buyer
Desired Results
Sales PromotionExamples
Loyal Customers

• Reinforce behavior
• Increase consumption
• Change timing

• Loyalty marketing
• Bonus packs

Competitors Customers

• Break loyalty
• Persuade to switch

• Sampling
• Sweepstakes, contests, premiums

Brand Switchers

• Persuade to buy your brand more often

• Price-lowering promotion
• Trade deals

Price Buyers

• Appeal with low prices
• Supply added value

• Coupons, price-offpackages, refunds
• Trade deals

11
Learning Objective
Discuss Most Common Tools Of Consumer Sales
Promotion.
13-3
439
A1. Coupon
A certificate that entitles consumers to an
immediate price reduction.
1 Yr 6.2 billion _at_ .63
A2. Rebate
A cash refund given with proof of purchase of a
product during a specific product.
St Turbo Tax Free after Rebate
B. Premium
An extra item offered to the consumer, usually in
exchange for some proof of purchase.
Buy Seed Corn Get Jacket
12
Learning Objective
Discuss Most Common Tools Of Consumer Sales
Promotion.
13-3
441
A promotional program designed to build
long-term, mutually beneficial relationships
between a company and key customers.
3a. Loyalty Marketing Program(Continuity Plans)
Multiple Year Insurance Discounts
13
Learning Objective
Discuss Most Common Tools Of Consumer Sales
Promotion.
441
13-3
3b. Frequent Buyer Program
A loyalty program in which loyal consumers are
rewarded for making multiple purchases.
Frequent Flyer Clubs
14
Learning Objective
Discuss Most Common Tools Of Consumer Sales
Promotion.
13-3
442
4. Contest
Promotions that require skill or ability to
compete for prizes.
Pillsbury Baking Contest
15
Learning Objective
Discuss Most Common Tools Of Consumer Sales
Promotion.
13-3
442
Promotions that depend on chance or luck, with
free participation.
5. Sweepstakes
Publishers Clearing House
6. Sampling
A promotional program that allow the consumer
the opportunity to try a product or service for
free.
Soap, Toothpaste, Deodorant, Shampoo
a. Direct mail
b. Door-to-door delivery
c. Packaging with another product
d. Retail store demonstration
16
Learning Objective
Discuss Most Common Tools Of Consumer Sales
Promotion.
13-3
443
7. Goals of Point-of-Purchase Displays
Loss Leaders
a. Build traffic
b. Advertise the product
c. Induce impulse buying
Check-Out Candy
17
Learning Objective
Discuss Most Common Tools Of Consumer Sales
Promotion.
444
13-3
a. Free merchandise
8. Effective Types of On-Line Sales Promotion
Buy One, Get 1 Free
b. Sweepstakes
Publishers Clearing House
c. Free shipping
d. Coupons
National
Local
18
Push Money
Learning Objective
List The Most Common Forms Of Trade Sales
Promotion.
13-4
445
Trade Allowance
A price reduction offered by manufacturers to
intermediaries, such as wholesalers and retailers.
Money offered to channel intermediaries to
encourage them to push products--that is, to
encourage other members of the channel to sell
the products.
19
Learning Objective
List The Most Common Forms Of Trade Sales
Promotion.
478
13-4
Training
Free Merchandise
Jackets, Hats
Store Demonstration
Conventions Trade Shows
20
The Role of Trade Sales Promotion
Learning Objective
List The Most Common Forms Of Trade Sales
Promotion.
479
13-4
1. Gain new distributors
2. Obtain support for consumer sales promotions
3. Build or reduce dealer inventories
4. Improve trade relations
21
Describe Advantages of Personal Selling
Learning Objective
13-5
22
Describe Advantages of Personal Selling
Learning Objective
13-5
446

• Provides a detailed explanation or demonstration
  of product
• Message can be varied to fit the needs of each
  prospective customer
• Can be directed to specific qualified prospects
• Costs can be controlled by adjusting sales force
  size
• Most effective in obtaining sales and gaining
  satisfied customers

23
Describe Advantages of Personal Selling
Learning Objective
13-5
447
Personal Selling is more important if...
Advertising Sales Promotion are more important
if...
Product has a high value
Product has a low value
Product is custom made
Product is standardized
Product is technically complex
Product is simple to understand
There are few customers
There are many customers
Customers are concentrated
Customers are geographically dispersed
24
Learning Objective
Discuss Key Differences Between Relationship
Selling And Traditional Selling.
13-6
447
Focus Building Mutual Trust
Long-Term Value-Added Benefits to Buyer
Relationship Selling
A sales practice that involves building,
maintaining, enhancing interactions with
customers in order to develop long-term
satisfaction through mutually beneficial
partnerships.
25
Discuss Key Differences Between Relationship
Selling And Traditional Selling.
Learning Objective
482
13-6
VS
Traditional Personal Selling
Relationship Selling
Sell advice, assistance, counsel
Sell products
Focus on closing sales
Focus on customers bottom line
Limited sales planning
Sales planning is top priority
Discuss product
Build problem-solving environment
Assess Product-specific needs
Conduct discovery in scope of operations
Lone wolf approach
Team approach
Pricing/product focus
Profit impact and strategic benefit focus
Short-term sales follow-up
Long-term sales follow-up
26
Stop here
27
A. Generating Leads
Learning Objective
List The Steps In The Selling Process.
13-7
450
4. Cold Calling
1. Advertising
2. Publicity
3. Direct Mail/ Telemarketing
8. Trade Shows/ Conventions
5. Web Sites/ Internet
6. Referrals
7. Networking
9. Company Records
Sources ofSales Leads
28
Cold Calling
Learning Objective
List The Steps In The Selling Process.
13-7
451
0
A form of lead generation in which the
salesperson approaches potential buyers without
prior knowledge of the prospects needs or
financial status.
29
Learning Objective
List The Steps In The Selling Process.
451
13-7
Characteristics of Qualified Leads
Recognized Need
Receptivity Accessibility
Buying Power
30
C. Probing Needs
Learning Objective
List The Steps In The Selling Process.
13-7
452
1. Product or service
Salesperson must know everything about...
2. Customers and their needs
3. Competition
4. Industry
31
C. Needs Assessment
Learning Objective
List The Steps In The Selling Process.
452
13-7
A determination of the customers specific needs
and wants and the range of options a customer
has for satisfying them.
32
D. Developing and Proposing Solutions
Learning Objective
List The Steps In The Selling Process.
13-7
452
1. Sales Proposal
2. Sales Presentation
33
Learning Objective
List The Steps In The Selling Process.
455
13-7
1. View objections as requests for information
E. Handling Objections
2. Anticipate specific objections
3. Use the objection to close the sale
34
F. Closing the Sale
Learning Objective
List The Steps In The Selling Process.
13-7
455
1. Look for customer signals
Closing the Sale
2. Keep an open mind
3. Negotiate
35
G. Following Up
Learning Objective
List The Steps In The Selling Process.
456
13-7
1. Ensure delivery schedules are met
Responsibilities in Following Up
2. Goods or service perform as promised
3. Employees are trained
36
Chapter 13 Learning Objectives

• Discuss the role of public relations in the
  promotional mix.
• Define state the objectives of sales promotions
• Discuss consumer sales promotions
• Discuss trade sales promotion
• Describe personal selling
• Discuss the differences between relational
  traditional selling
• List the selling process steps

13
chapter
37
NEXT TOPIC

• CHAPTER 15
• PRICING