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ADVERTISING & PROMOTION

ADVERTISING & PROMOTION. Advertising & Promotion. Making consumers aware of your product or service and the benefits they provide Selling – Getting People to open their wallets to buy, rent, lease Your Product or Service. Product / Service.

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ADVERTISING & PROMOTION

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  1. ADVERTISING & PROMOTION

  2. Advertising & Promotion • Making consumers aware of your product or service and the benefits they provide • Selling – Getting People to open their wallets to buy, rent, lease Your Product or Service

  3. Product / Service “Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. It includes physical objects, services, persons, places, and ideas.” Kotler, Armstrong, Cunningham. Principles of Marketing – Fourth Canadian Edition (Toronto, Prentice-Hall Canada Inc., 1999.)

  4. Positioning your product or service What is it that you are really selling?

  5. Food Delivery Service Fast and affordable Delivery of Fine Food to Your Home saving you Preparation and Clean Up for the Busy Family or Individual

  6. Taxi Service You don’t need to know the City, you don’t need to park the car, you don’t need to drive in bad weather and you can get a bit of History on the life in the City

  7. Personal Chef A service that provides easy to prepare healthy meals that are quick and reduce clean-up time dramatically

  8. Features and Benefits • While it is important to understand the features of your offering it is the benefit of those features that will convince the end users to buy • Consumers only buy Benefits, Products and Services that save them money, save them time and make them feel better

  9. Advertise “Draw attention to or describe favorably (goods and services) in a public medium to promote sales.”

  10. Effective Advertising Mediums • Major and community newspapers • Direct marketing • Networking groups • The Internet • Social Media • Press Releases • Vehicle Signs / Wrap • T Shirts

  11. Effective Advertising Mediums /2 • Sandwich Board Signs • Cable TV / Regular TV • Bulletin boards • The Shopping Channel • Yellow pages and highlighted areas in the white pages

  12. Yellow Pages and Community Pages • Extremely effective medium for some businesses • Somewhat costly • Need to have your ad in place by late August early September (4 months before the directory comes out – which is January in Ottawa) • Community Pages offer a smaller version with access to a more direct market

  13. Direct Marketing • Flyer delivery • Door to door promotion • Telemarketing

  14. Book of Lists • One of several special publications published by the Ottawa business Journal • Comes out annually around February or March • Online versions are always accessible

  15. Canadian Database on Businesses • Ottawa Library, Metcalfe and Laurier (3rd floor) • Jill Hawken • Free database on any Business everywhere in Canada

  16. Newspaper Advertising • Major newspapers are costly but there are ways to get coverage without paying • Community newspapers are more reasonably priced and can be effective • There are also ways to get free coverage in the community papers • Special Publications

  17. Running Ads • Insure that any ads you do run stand out • Place them as close to the top right hand corner of the right page as possible • Run them consistently • Use the exact wording to attract attention • Reverse Print

  18. Pick the right one(s) • Select the most efficient and effective one(s) among all the mediums available to you.

  19. Television Television is also a costly medium to advertise in however there are ways to get free coverage through this medium as well

  20. Trade Shows & Conferences • Great place to meet specific target market • An opportunity to network with others in similar and complimentary businesses • Great place to perform competitive intelligence • Get involved with the organization running the conferences to get the inside scoop on the industry

  21. Other ways to promote • Join a networking group (BNI, eSax, local Chambers of Commerce, RGA, etc.) • Join a service club (Rotary, Kinsmen,Lions) • Offer to speak at any opportunity • Sponsor a minor league team • Submit your product or service to perspective users for appraisal (sampling)

  22. Business Cards • Have a good company name • Make your card memorable • Use both sides • If appropriate use a saying or a quote • Respect industry standards, (ie: if your business is fun make your card a little bit fun) • Stay away from the “do it yourself” cards (Vistaprint) as it is so cheap to have them professionally printed now..

  23. Trade Journals • There are trade journals for almost every product or service offered • The end users are your prospective customers • A great place to write articles and build your status as an expert

  24. The Internet • A natural and effective extension of your overall marketing strategy • So much so that we offer a specific seminar on Internet Marketing and another on Using Social Networking in Business • Remember with your website (as with all marketing collateral) to maintain a consistent look and feel

  25. Portfolio • A well organized portfolio is an excellent selling tool • Include pictures of product or service • Letters of recommendation • Testimonials • Competitive analysis • New product developments

  26. Premiums • These can be a fairly inexpensive promotional method • They keep your name visible to current and prospective customers • Use the expertise of promo companies to determine what’s “hot” or useful to your specific industry” (could include such things as pens, fridge magnets, rulers, paper weights, coffee mugs, etc…)

  27. Proofreading • Insure someone reads, assesses any written material to see that they are no errors

  28. Follow Up • Follow Up with your customers if they buy or don’t.

  29. Introduction Growth Maturity Product Life Cycle

  30. Price “The amount of money charged for a product or service, or the sum of the values that consumers exchange for the benefits of having or using the product or service.” Kotler, Armstrong, Cunningham. Principles of Marketing – Fourth Canadian Edition (Toronto, Prentice-Hall Canada Inc., 1999.)

  31. Influencing Factors Internal Factors: Marketing objectives Market-mix strategy Costs Organizational considerations Pricing Decisions External Factors: Nature of the market & demand Competition Other environmental factors (economy, resellers, government)

  32. Government The Government spends Millions annually, you may have an opportunity to win a contract by following Merx on line

  33. Growth and Quality Control • As you grow and potentially • hire assistants remember to: • Insure that they are properly trained on your product or service • Insure that they are sufficiently motivated

  34. Thank you! For more information, contact: John.mccullagh@ymcaywca.ca 613-237-1320 ext 2319

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