promotion strategy p3 of 3
Post on 16-Apr-2017
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Promotion StrategyPart 3 of 3
Marketing 101 - PromotionPart One: Definition What promotion is NOT What promotion IS Cautions
Part Two: Introduction Push/Pull Strategies and tools When to use push/pull tools
Part Three: Planning Match tools to marketing objectives Deep dive into publicity How’d you do?
Soma Jurgensen, Intentional Growth
Strategies
Match Promotion Tools to ObjectivesCombine Pull and Push• Introducing new offering (trial)• Promotional advertising• Consumer coupons• Sampling• Personal Selling• Publicity
Publicity and Public RelationsBrands make or break relationships with publicity• Not all publicity is good• Beyond the press release• Public Relations
• Redefine public• Face of the organization• Generate media interest• Maintain goodwill with stakeholder• Shape public opinion• Monitor online brand• Handle crisis communication
Match Promotion Tools to ObjectivesCombine Pull and Push• Increasing consumer loyalty• Volume discounts at point of purchase• Event sponsorships• Package promotions• Endorsements• Loyalty programs
Give it a try.Pull vs. Push Promotions
Match Promotion Tools to ObjectivesCombine Pull and Push• Introducing new offering (trial)
• Promotional Advertising• Consumer coupons• Sampling• Personal Selling• Publicity
• Increasing consumer loyalty• Volume discounts at point of purchase• Event sponsorships• Package promotions• Endorsements• Loyalty programs
There’s more!
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