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CHAPTER 13

CHAPTER 13. PROMOTION STRATEGY. PROMOTION STRATEGY. Communication Process Promotion Objectives Major Promotion Areas. COMMUNICATION PROCESS. Process Marketing Application Source Sender of message Encode Design message

leonard-alvarado
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CHAPTER 13

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  1. CHAPTER 13 PROMOTION STRATEGY

  2. PROMOTION STRATEGY • Communication Process • Promotion Objectives • Major Promotion Areas

  3. COMMUNICATION PROCESS ProcessMarketing Application Source Sender of message Encode Design message Message Personal or non-personal channel Decode Receiver interprets message

  4. PROMOTION OBJECTIVES • Communication Objectives - To inform - To remind • Behavior Objectives - To sell - To take some action

  5. BEHAVIOR OBJECTIVES IN ADVERTISING • Don’t Mess With Texas • Army ad • Vote in next election • Groupon objectives

  6. MAJOR PROMOTION AREAS • Sales Promotion • Publicity • Advertising • Personal Selling • Direct Marketing

  7. SALES PROMOTION • Consumer promotions • Business promotions Paid forms of promotion with quick stimuli results

  8. CONSUMER SALES PROMOTION • Frequent flyer points • Coupons • Rebates

  9. BUSINESS SALES PROMOTION • Sales contests • Pens and pencils • Special display in stores

  10. TRADE SHOW PROMOTIONS • T-shirts • USB Drives • Tossable Items

  11. PUBLICITY Non-paid form of promotion • Publicity must be newsworthy to media • Cannot be controlled by sponsor • Technology is making newer forms of publicity available

  12. PUBLICITY EXAMPLES • BP oil spill • Oprah’s giveaway • World Cup soccer • Exxon Disaster

  13. ADVERTISING Paid form of promotion with non-personal presentations • Advertising Decision Process • Media Decisions

  14. ADVERTISING DECISION PROCESS • Define target market(s) • Set advertising objectives • Make advertising decisions • Measure advertising results (Effectiveness)

  15. ADVERTISING OBJECTIVES • Unawareness • Awareness • Comprehensive • Conviction • Action Communication Objectives Sales Objectives

  16. MEDIA DECISIONS • Traditional media • Social media

  17. TRADITIONAL MEDIA • Newspapers • Magazines • Television • Radio

  18. MAGAZINE CIRCULATION Magazine20002010 Newsweek 3.1 million 1.6 million Time 4.1 million 3.3 million

  19. SOCIAL MEDIA • YouTube • Facebook • Twitter

  20. SOCIAL MEDIA CHANGES • Social Media vs. Traditional Media • Smart Phones, Tablets, and iPads

  21. U.S. MOBILE AD SALES 2011 $4.0 Billion 2012 $6.7 Billion 2013 $10.5 Billion

  22. PERSONAL SELLING Paid form of promotion with personal presentations • Selling Objectives • Selling Process • Customer Relations Management

  23. SELLING OBJECTIVES FOR BUYERS A Attention I Interest D Desire A Action

  24. SELLING PROCESS • Prospecting • Approach • Presentation and Objections • Closing the Sale • Follow-up

  25. PROSPECTING STAGE Cold Calls Telemarketing Leads Prospects with need Qualified Leads Prospects with need and can afford your product

  26. QUALIFYING BUSINESS LEADS AT TRADE SHOWS Hot Wants to buy now Sales Worth a sales call Low Low sales priority

  27. APPROACH STAGE • Pre-approach - Actions before calling on prospect • Approach - Meeting and greeting the buyer

  28. PRESENTATION EXAMPLES • Telemarketing • Need Satisfaction • Problem Solutions

  29. TELEMARKETING • Cemetery lots • Vacation condos • Non-profit organizations • Senior Citizens

  30. HANDLING OBJECTIONS • Postpone • Agree and Neutralize • Ignore the Objection

  31. CLOSING THE SALE • Trial close • Assumptive close • Urgency close

  32. FREE MEALS TO CLOSE THE SALES • Condominiums • Financial planning • Medicare advantage

  33. FOLLOW-UP • Phone call • Letter or card • E-mail

  34. CUSTOMER RELATIONS MANAGEMENT (CRM) • Develop Customer Database • Identify Individual Customer Preferences • Contact Most Important Customers

  35. CRM DATA MINING INFORMATION • Identify high-value customers • Sales force contacts • Credit/debit information • Number of website visits

  36. CUSTOMER RELATIONSHIP MANAGEMENT EXAMPLES • Business hotel regulars • Heavy user customers on airlines • Major university endowment sponsors

  37. DIRECT MARKETING • Kiosks sales • Infomercial sales • Network marketing

  38. KIOSKS SALES • Supermarkets • Airports • Shopping Centers • Vending Machines

  39. VENDING PRODUCTS • Redbox • Cupcakes • Baby products • Ramen noodles

  40. INFOMERCIALS SALES PersonProduct George Foreman Lean Mean Grilling Machine Ron Popeil Showtime Rotisserie Oven Tom Vu Real Estate Seminars

  41. RECENT INFOMERCIALS ProductSales Snuggie 18 million Bumpits 9 million Ped Egg 30 million

  42. INFOMERCIALS FOR SELLING DVDs • Takes 5-6 weeks for delivery • Seller stocks no inventory • Contract supplier is drop shipper • Revenue occurs when DVDs are ordered

  43. NETWORK MARKETING COMPANIES • Amway • Stella & Dot • Tupperware

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