{ promotion and personal selling lakshya kaushal belmira machado xander jacques
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Promotion and Personal Selling
Lakshya KaushalBelmira MachadoXander Jacques
Promotion refers to raising customer awareness of a product or brand, generating sales, and creating brand loyalty
Promotion
Six Components of Promotion
Advertising a form of marketing communication used to encourage,
persuade, or manipulate an audience to take or continue to take some action.
Display(Visual Merchandising) Visual merchandising is the activity and profession of
developing the floor plans and three-dimensional displays in order to maximize sales.
Public Relations the practice of managing the spread of information
between an individual or an organization and the public.The aim of public relations is to persuade the public, prospective customers, investors, partners, employees, and other stakeholders to maintain a certain point of view about it, its
Publicity the movement of information with the effect of
increasing public awareness of a subject Personal Selling
a promotional method in which one party (e.g., salesperson) uses skills and techniques for building personal relationships with another party (e.g., those involved in a purchase decision) that results in both parties obtaining value.
Sales Promotion the set of marketing activities undertaken to
boost sales of the product or service.
Six Components of Promotion
Answer the six basic questions Identify why people buy Distinguish between product and
institutional promotions Identify a theme, slogan, brand, and/or
trademark Conduct a marketing research project Identify the advertising media to be used
in your campaign
Six Steps to Creating a Promotional Campaign
What should I promote?
Why should I promote?
To whom should I promote?
Where should I promote?
When should I promote?
How should I promote?
Step 1 :The Six Basic Questions
Buying motives are the reasons why people buy products and services.
Emotional or Rational Reasons
Step 2: Why People Buy
Rational1. Convenience 2. Efficiency3. Durability4. Dependability5. Saving/making money6. Saving time7. investments Emotional1. Love2. Friendship3. Sympathy4. Fear5. Social approval6. Pleasure7. comfort
Buying Motives
Product Promotions : An action taken by a company's marketing staff with the intention of encouraging the sale of a good or service to their target market
Institutional Promotions : A marketing approach that demonstrates the goodwill of an organization or individual in order to boost its public relations appeal.
Step 3: Product and Institutional Promotions
Theme The central idea of a promotional
campaign Slogan
Catchy, easy to remember phrase that summarizes a theme.
Brand The name given to a line of goods
Trademark A picture or symbol identifying your
product or company
Step 4 : Identify a Theme, Slogan, Brand, and Trademark.
Marketing Research Gather information about the consumers most
likely to buy my product/service Who are my customers? Where can I reach them? When can I reach them?
Market Segmentation Dividing “ The Market” into smaller, easier to
reach, easier to satisfy groups based on their… Demographics
The defining characteristics of people that can be used to divide large groups into smaller groups
Religion, ethnicity, race, wealth, body types, etc.
Step 5 : The Importance of
Marketing Research
Print newspaper, magazines, directories
Broadcast TV, radio
Direct Mail Specialty (Sales Promo) “Out of Home”
Billboards, Transit Other
Telemarketing, Movie Ads, Specialty Items, etc.Step 6 : Identify the
Advertising Media to be Used in Your Campaign