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5 th Class

5 th Class. Promotion, advertising and other things. Yikes!. What is word of mouth? Is it truly Viral? What is the importance of publicity in an integrated marketing communications program?. Example of Promotional Elements. Adoption Curve Revisited.

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5 th Class

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Presentation Transcript

  1. 5th Class Promotion, advertising and other things

  2. Yikes!

  3. What is word of mouth? Is it truly Viral? • What is the importance of publicity in an integrated marketing communications program?

  4. Example of Promotional Elements

  5. Adoption Curve Revisited

  6. Speak of which, what is intergrated marketing communications? • Speaking from one brand value proposition the sum total of all messaging across internal and external audiences, including pr and (now) social

  7. Primer on Google

  8. Keyword Tool

  9. Possible new slide of adveritsing world layout

  10. The Long Tail-What is it?

  11. CRM

  12. Push vs. Pulll • Push-Working primarily in channel to get goods on shelves, salespeople selling etc. • Pull Marketing-pushing consumer to channels (retail, online, etc) via promotion, buzz etc. • Example: booze

  13. Selling-What the ???? • Death of a Salesman book cover photo • Willy Loman • Face it, we are all selling something; goods, services, type of religious affiliation, political parties. All are trying to identify needs and provide solutions

  14. Harrington’s Rule for Effective Selling • Amazing listening • Align incentives to goals • Have to now be more knowledgeable than customer • Specialize

  15. Slide 15-4

  16. How Can You Organize Sales? • Geography • Key Accounts • By Vertical • By Product • Biggest question is leads and how to manage. • But that is a good problem to have. • Barber shop model?

  17. Huge Sucking Sound • 16-3

  18. 16-4

  19. How Measure Effectiveness? • Anyone watch Mad Men? • That era is over. • Web-know leads, conversion, type of customer, geography and if you let them who you are (CRM) • Prompts huge data analytics

  20. What’s a Typical Launch Include? • PR • Social • Awareness-branding • Engagment(product or offer driven) PLUS, lots of $ and repetition Then loyalty and Retention. How? Loyalty programs, customer service, etc

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