Using Effective Promotional Techniques 1 1 Traditional Promotional

Using Effective Promotional Techniques 1 -1

Traditional Promotional Mix Advertising Personal Selling Product Public Relations Sales Promotion

Steps In A Promotional Campaign 1. Identify the target market 2. Define the objectives 3. Determine the promotional budget 4. Develop a unifying message 5. Implement the plan 6. Evaluate effectiveness

Objectives of Integrated Marketing • • • Build Brand Equity Provide Information Manage Demand & Build Sales Differentiate Products Influence Perceptions, Attitudes, & Buyer Behavior

Advertising • Advertising media: Newspaper, television, radio, magazines, outdoor, direct mail, yellow-pages, Internet • The growing use of Infomercials • Moving to the Internet • Global advertising

Century’s Top Ad Jingles • “You deserve a • break today” • “Be all you can be” • • “Pepsi-Cola hits the • spot” • “Mm Mm good!” • • “See the USA in • your Chevrolet” Source: Advertising Age “I wish I were an Oscar Mayer wiener” “A little dab’ll do ya” “Double your pleasure, double your fun” “It’s the real thing” “Winston tastes good like a cigarette should”

Do Blatantly Sexy Ads Turn You Off? Source: USA Today

Total Direct Advertising Expenditures Source: The Direct Marketing Association, Advertising Age (accessed August 10, 2006)

Money Spent to Place Products In Billions Source: PQ Media

Total Advertising Expenditures By Media Expenditures of 100 Leading National Advertisers Source: Advertising Age, 2005

Ad Spending Growth Source: Advertising Age, 2005

Infomercials Grossing Over 1 Billion In Billions Source: Business 2. 0, June 2005

U. S. Online Ad Spending Source: Investors. com; Advertising Age, 2005

Steps in the Selling Process (B 2 C) Follow up Close sale Make presentation Start Ask questions Approach

Steps in the Selling Process (B 2 B) 1. 2. 3. 4. 5. 6. 7. Prospect and Qualify Preapproach Approach Make Presentation Answer Objections Close Sale Follow Up

Public Relations Steps Publicity • Listen to the public. • Free • Change policies and procedures. • More Effective Than Advertising • Inform people that you’re being responsive to their needs. • Believable • No Control • No Repetition

Sales Promotion Techniques B 2 B • • • Trade Shows Portfolios Deals Catalogs Conventions B 2 C • • • Coupons Cents-off Promotions Sampling Premiums Sweepstakes Contests Bonuses Catalogs Demonstrations Special Events Lotteries In-store Displays

Tips on Issuing Coupons • Coupons can be used as a “Thank you for buying” or a “Stop and try us. ” • The value must be enough to attract customers. • Use coupon promotions sparingly. • Get professional help to get maximum exposure. • Color-code your coupons for different groups that use them.

Coupon Statistics Average Face Value • 93 cents (2004); 46 cents (1990) Amount saved in 2004 • $2. 9 billion Number of coupons redeemed in America in 2004 • 3 billion Coupons rank 2 nd as purchase motivators (Largest: Free Samples) Source: St. Louis Post-Dispatch Everyday, July 2005

Sales Promotion • Internal & External • Sampling • Word-Of-Mouth • Viral Marketing/Swag • Blogging • Podcasting