Retail Promotional Tools and Advertising Unit 5 Retail

Retail Promotional Tools and Advertising Unit 5: Retail Agribusiness Sales Lesson: AS 6

2 Objectives Lesson Objective: • After completing the lesson on retail promotional tools and advertising, students will demonstrate their ability to apply the concept in real-world situations by obtaining a minimum score of 80% on a Social Media and Web Promotion and Advertising Project. Enabling Objectives: 1. Analyze a local business’s promotional campaign. 2. Develop a public relations campaign for the local FFA chapter and agriculture program to be carried out during National FFA Week. 3. Explore various types of advertising and analyze the use and effectiveness of social media, websites, and blogs. 4. Critique the effectiveness of promotional displays.

3 Key Terms • Advertising • Public Relations

4 WHAT DO YOU CALL THE ITEM THAT YOU PULL OUT OF A CARDBOARD BOX TO WIPE YOUR NOSE WHEN YOU HAVE A COLD?

5 WHAT IS THE FOOD THAT COMES IN MANY DIFFERENT FLAVORS AND GOES FROM BEING A LIQUID TO A SOLID WHEN PLACED IN THE REFRIGERATOR?

6 WHAT IS THE ITEM YOU SLIDE ON YOUR LIPS WHEN THEY ARE DRY AND CRACKED TO MOISTURIZE THEM?

7 WHAT IS THE THING WE USE TO COVER A SCRAPE OR WOUND THAT MAY BE BLEEDING?

8 WHAT IS THE ITEM WE USE TO COVER UP MISTAKES WE WROTE IN PEN?

9 What do you call the item that you pull out of a cardboard box to wipe your nose when you have a cold? • FACIAL TISSUE • Kleenex is a widely promoted product name used by only one manufacturer of facial tissue

10 What is the food that comes in many different flavors and goes from being a liquid to a solid when placed in the refrigerator? • GELATIN

What is the item you slide on your lips when they are dry and cracked to moisturize them? • LIP BALM 11

What is the thing we use to cover a scrape or wound that may be bleeding? • ADHESIVE BANDAGE 12

What is the item we use to cover up mistakes we wrote in pen? • CORRECTIVE FLUID 13

14 State Farm “LIKE A GOOD NEIGHBOR…”

15 Allstate “YOU’RE IN GOOD HANDS…”

16 Burger King “HAVE IT YOUR WAY”

17 Kohl’s “EXPECT GREAT THINGS”

18 Mc. Donald’s “I’M LOVIN’ IT”

19 Promotional Campaign Components Advertising • Promotional message paid for by sponsor • Newspaper, radio, web, etc. • Informs customers of products/services being offered • When and where they can be purchased and cost • Influence consumers’ perception of wants and needs Public Relations • Activities to create positive image for business in community • Promotes good will toward business; Increases sales Sales Promotion • Coupons, contest, visual displays, etc. to attract customers • Increase sales by encouraging customers to make purchases Personal Selling • Sales presentations to potential customers • Personal persuasion to convince customers to make purchases

20 Choosing Promotional Strategies • Type of business and product or service – Correct promotional mix is formula for success • Target Market – Place of residence, age, sex, income, preferred media source of information, facts about competitors, motivations to buy • Examine relationship between cost of promotion, people reached, number of times potential customers come in contact with promotional message, and level of sales generated • Know how and where competitors promote their product or service

21 Public Relations Campaign • Build goodwill in a community toward a business • Contribute increase in sales

22 Public Relations Campaign Components • Shows business is part of community and must contribute to it; Identify problem areas and work to correct them • Help youth and community obtain better understanding of business and its product; Show real-life examples of what happens within business • Encourage parents to support business in return; Retain loyalty of young people Community partnership Educational tours Support for youth • Get publicity; Create stable image of business Press releases to local media

23 Public Relations Campaign Components • Create positive feelings toward business Advertisements • Provide general information useful to audience; Publicize a product or service Speakers for community groups • Encourage public to support business in return Provide facilities for community purposes • Make employees aware of company news and activities; Employees can then promote to others Company periodicals

24 Developing a Public Relations Campaign • Target customers – PR must be appropriate for audience • Budgetary constraints – Use inexpensive PR activities • Assign someone to be responsible for campaign – PR advisory committee for larger businesses • Monitor to ensure goals are being reached – Make changes when necessary • Recognize employees – Those who donate time to create goodwill in community • Make sure CUSTOMERS ARE SATISFIED

25 Advertising Media • Newspaper • Magazine • Billboard • Direct mail – Flyers, brochures, etc. • Radio • Television • Internet – Web pages • Social media – Facebook, Twitter • Blogs

26 http: //agrimissouri. com/ WHAT ARE THE ADVANTAGES TO BEING A PART OF AGRI MISSOURI?

27 Websites • Clayton Farmers’ Market – http: //www. claytonfarmersmarket. com/ • Begg’s Family Farm – http: //www. beggsfamilyfarm. com/ • Heritage Valley Tree Farm – http: //www. heritagevalleytreefarm. com/ • Boone County Farmers’ Market http: //www. boonecountyfarmers. com/

28 Making a Website • Choose a theme • Define goals for the website – Helps to narrow down what will be included; target audience, etc. • Make a plan – Create a flow chart as to how information would be laid out and what it would be linked to • Provide quality content • Check spelling and grammar • Keep links current • Make contact information easily accessible • Be creative!

29 Blogs • North City Farmers’ Market – http: //www. northcityfarmersmarket. blogspot. com/ • Farmers’ Market of the Ozarks – http: //loveyourfarmer. com/

30 Creating a Blog • Stay on topic • Stay informative • Make posts on a regular schedule customers can follow • Be clear and simple in posts to get message across • Spell check and proof read • Create posts that cause interaction with customers

31 Twitter • Agri. Missouri – https: //twitter. com/Agri. Missouri • North City Farmers’ Market – https: //twitter. com/Nrth. City. Fmrs. Mkt • Ozark’s Food Harvest – https: //twitter. com/ozksfoodharvest

32 Using Twitter for Business • Present brand – Tell business story, add images, customize background, etc. • Complete your profile – Include contact information, share a web address, tell them who you are and what you do, etc. • Start following people – Customers, business partners and suppliers, competitors, business neighborhood • Start talking! • Drive traffic to website and/or blog • Advice to Twitter timeline

33 Facebook • Agri. Missouri – https: //www. facebook. com/Agri. Missouri • Schweizer Orchards – https: //www. facebook. com/pages/Schweizer-Orchards/136968286052

34 Using Facebook for Business • Create a business page • Set goals of how often to post, type of content for each post, etc. • Create page administrators • Create a places page • Experiment posting different times throughout the day to see when the target audience is most available • E-mail customers about business page and encourage them to “like” to receive special access to promotions, special events, etc. • Promote business page • Monitor success and effectiveness • Respond to customers – Shows great customer service!

35

36

37

38 Location of Displays • Outside the Business – Fairs, trade shows, demonstration plots – Display items too large to display inside; Visibility not limited to business hours or confines of building • Windows – Draw customers into store • Entrances and Exits – Greets customers; Leaves favorable impression when exiting • Point of Purchase – 2 nd largest amount of traffic; Common, inexpensive items that can quickly be purchased • Open Areas – Highly visible within store; Stands out from other merchandise

39 Location of Displays • Walls – Utilize space efficiently • Hanging – Save space • Shelves – Categorize items • Closed Cases – Fragile items, expensive items, or items needing special handling – Efficient for displaying small items • Shadow Boxes – Uses lighting and special effects to draw customers’ attention – Used for expensive items

40 Using Displays Effectively • Establish a Theme • Plan Setting – Background, floor covering, accessories, etc. • Draw Sketches • Vary Sizes and Shapes • Add Sound • Add Animation • Add Something Unusual or Unexpected – A good small, talking object, etc.

41

42

43

44 Conclusion • The components of a promotional campaign include advertising, public relations, sales promotion, and personal selling. The right combination of components for a promotional campaign depends on the type of business, the market for the product, the effectiveness of various promotional strategies, and the type of competition the business faces. Promotional campaigns are an investment in sales and have become an essential part of today’s world.

45 Identify all four aspects of the campaign on AS 6. 11 – advertising, public relations, sales promotion, and personal selling. Be sure to cite sources! EXAMINE THE PROMOTIONAL CAMPAIGN OF A MAJOR BUSINESS.

46 Exit Cards • What did you learn today about retail promotional tools and advertising? • What questions do you still have about retail promotional tools and advertising?