Sales Promotion Week

1
Sales Promotion - Week 2

• Recap the importance of the story
• Quiz on Chapter 1
• Watch and discuss Wag the Dog
• Introduce final project
• Positioning Statement
• Image Development

2
Cellphone Policy

• OK if it rings
• I dont expect you to remember to turn it off
• BUT!
• Dont answer your phone in class!
• Dont step into the hall to talk
• Also
• No text messaging

3
Psychology of Sales Promotion

• Targeting and research is essential FIRST!
• Who are you selling to?
• What do they want?
• What do they care about it?
• Who do they want to be?
• A.I.D.A
• Attention get them to notice you
• Interest make them want to know more
• Desire now they want your product
• Action they actually purchase it!

4
Brand Development

• Sell the sizzle, not the steak
• Selling an image
• Victorias Secret
• IBM vs. Apple
• Company values
• Patagonia
• Technology
• Nike
• Why is this necessary?

5
Targeting is Key

• Why buy from you vs. your competition?
• Offer an extra benefit
• Social factors
• Markets are less and less diversified

6
Final Project

• Product/Company Name, Description
• Logo
• Positioning statement
• Target Profiles
• Packaging objectives design
• Print advertising objectives, plan, and ads
• Pricing and promotion plan

7
Product/Company Name, Description

• Product Bruttini Crunchy Almond Cookies
• Italian for Little Uglies
• Company Biscaro Brothers
• Description
• With the nutty crunchiness of biscotti and the
  light taste of meringue, each all-natural
  gluten-free Bruttini Crunchy Almond Cookie has
  its own unique shape. They go equally well with
  coffee, tea, a glass of wine, a bowl of ice
  cream, or alone as a snack!

8
Positioning Statement

• Where does your product fit into the market?
• Bruttini Cookies Positioning Statement
• As an Italian gourmet treat, Bruttini cookies
  appeal to consumers who are interested in a new
  and different snack and have the disposable
  income to afford a more expensive sweet. They
  are all-natural, kosher, dairy-free and
  gluten-free, and so are equally at home in a
  corner deli, a natural foods store, or the local
  supermarket. Though not fat-free, they will
  appeal to most people who currently purchase
  meringue cookies.

9
Image Development

• Enhance the sizzle
• Communicate the sizzle
• Where?
• Logos
• Packaging
• Advertising
• Trade Shows

10
Logo Design Rules of Thumb

• If it works in black and white it will work in
  color
• If it works in color it may not work in black and
  white
• So first design in black and white.
• Why do we need black and white?
• Universal application (color wont fax)
• Cost effective

11
Logo Design Rules of Thumb (contd)

• Three types of logos
• Typography
• Iconography
• Combination

12
Typography

• Select font
• Use contrast
• big to small
• thick to thin
• block font to script font
• convey proper feel with typeface selection
• consider application (will it work in any size?)

13
Iconography

• If possible, use an image that will support or
  literally convey name
• Reinforce identity
• Convey an idea
• Consider the application

14
Combination
15
Create Dominance By Using Contrast

• Establish the creative direction of your logo
  (typography, iconography, or a combination)
• Develop a strong design in rough form
• Pick an appropriate typeface or faces
• Convey the feeling of your product or service.
• Some take a literal approach
• Others develop a unique feeling or abstract
  identity

16
Example Pepsi Cola

• A combination solution
• Current type face choice is space age
• Always accompanied by the Pepsi icon
• No matter what typeface they use, the feeling may
  change but the flavor is always maintained.
• Also always includes the very American red,
  white, and blue.
• Lets take a look www.pepsi.com

17
Other hints

• Use clip art!
• Use my design links www.planetminkoff.com/AIPh/li
  nks.html
• Abstract is OK convey the mood
• Dont sweat it!

18
Gathering References

• Find examples of others with similar positioning
  go shopping!

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Choose a team!

• Three members per team

22
Brainstorm!
23
Break
24
Wag the Dog

• What is true?
• What elements and techniques are used to sell the
  story in the movie?
• Who is/are the target audience/s?

25
Wag the Dog

• What is true?
• What elements are used to sell the story?
• What techniques are employed to support the
  story?
• What came first product or target?
• What roles were necessary?
• Who is the target audience?

26
Conrad Brean/Robert De Niro
27
Stanley Motss/Dustin Hoffman
28
Winifred Ames/Anne Heche
29
Fad King/Denis Leary
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HOMEWORK

• Create product concept/description.
• Choose a name for the product/company
• Develop a positioning statement
• Gather references and do 5 rough logos
• Be prepared to present your concepts, references,
  and logos to the class!!
• Read Chapter 2 (Marketing)