marketing tools · promotions •longer articles and flyers •more information •free samples...

MARKETING TOOLS

GRADE 12

MARKETING COMMUNICATION

How can I spread my product information effectively?

PUBLICITY - Endorsement

PERSONAL SALES – Telemarketer

ADVERT - VISUAL

1. ADVERTISEMENTS

ADVERTISEMENTS

• Short and clear

• Only the critical message

• Placed in for example

– newspapers

– Magazines

– Billboards

– Television

– Radio

ADVERTISEMENTS

The following must be PROMINENT in the advert:

• Name of Company

• LOGO of Company

• SLOGAN of Company

BRAND AWARENESS

ADVERTISEMENTS

Identify the following well-known Slogans (Saying /catch phrase)

Logos (Symbol/Illustration)

2. PROMOTIONS

PROMOTIONS

• Longer articles and flyers

• More information

• Free samples

• Electronic promotions via email

3. PERSONAL SALES

PERSONAL SALES

• Telemarketing

• Door-to-door sales

• Free samples in shopping centre

4. PUBLICITY

PUBLICITY

• Celebrity endorsements

• Other methods of creating a “hype”

Miss C Rawlinson

FROM WORKSHEET 1

You have 5 minutes Name all the brands on the sheet.

Coke

X box

Manchester United

Tesco

Body Shop

Ford

Adidas

Cadbury

MSN Messenger

Mc Donalds Motorola

Effectiveness of Marketing Tools:

Say if the following adverts is effective or not…

CRITERIA FOR A MARKETING TOOL:

• Attract the attention of potential customers – from the appropriate target market

• Offer a service to customers

• Should be honest

• Should supply correct information

• Use an effective HEADLINE – 80% of customers only read the headline

• Use colours effectively etc……….

Miss C Rawlinson

CHOOSE THE RIGHT COLOURS

• The colours used = more effective than the wording

• Colours used = capture the attention

• Colour increases brand recognition by up to 80%.

• Colour adverts are read up to 42% more than similar ads in black and white.

• Colour can be up to 85% of the reason people decide to buy.

• Choose colours that compliment your message:

Action, warmth, power, aggression, excitement, drama, fire, blood,

passion, love, danger, anger, and heat.

RED IS HIGHLY VISIBLE = ATTRACTS ATTENTION

Red = symbolizes

• People are trained to STOP when they see this RED sign

• 9/10 People will STOP and look at a RED billboard

Colour for Take-away Restaurants

Red is also a good color for automobiles sales, pet shops,

pasta shops, pizzerias, and restaurants

Improves mental clarity, promotes warmth and happiness, increases

the oxygen’s flow to the brain. ORANGE qualities: Contentment, fruitfulness, and wholesomeness.

ORANGE = VIBRANT AND FUN

• The color orange can help an expensive product seem more reasonably priced. It is the perfect color for products that appeal to a wide variety of people.

• Orange is an appetite stimulant. It is a good color choice for vitamin shops, Mexican restaurants, dance clubs, and products that target Latin and French people.

YELLOW = 1st colour the eye processes and the most visible colour to the human eye

• = Grabs attention FASTER than any other colour • Yellow is a perfect color for sunny, happy, bright,

cheerful, playful, easygoing, and optimistic advertisements. Ideal for florists, candy shops, toy stores, amusement parks, and discount stores.

• Yellow is also a color of caution. Most yellow road signs are warning drivers of a problem in the road or with the on-coming traffic. This is just another reason why yellow grabs our attention quickly.

• Green symbolizes life, nature, environment, youth, money, renewal, hope, and power. It is a color that soothes people, reduces pain, and makes us feel safe.

• Since green traffic lights have conditioned us to go forward or to enter places, it makes us feel welcomed. This is a great quality for any product or service.

• Yellow-green is not a wise color for food advertisements because it is an appetite supressant.

• Green is a great color for financial advisers, banks, and accountants because it signals money. It is also good for outdoor

BLUE = increase productivity

• Blue makes people feel calm, relaxed, tranquil, peaceful, wise, loyal, and trustworthy. It helps people accept themselves and resolve their problems.

• On the other hand, the color blue can also symbolize sadness, and depression. Since most foods are not blue, the color blue is an appetite suppressant that can help people lose weight!

• Blue is definitely the most popular color of both men and women. Several well-known corporations use blue in their logos. It is a great color choice for travel agencies, pool companies, masseurs, doctors offices, pharmacies, medical suppliers, motels, psychologists, and weight loss centers.

• Purple is a sophisticated, creative, luxurious, and wealthy color. It is also associated with royalty. A bluish shade of purple tends to create mystery, while a reddish shade of purple is sensual, and creative. Purple with a red tint will get more attention.

• Purple is hard for some people (mainly men) to see. However, it is a great color for artists, elaborate restaurants, clothing stores, book stores, art galleries, night clubs, magicians, photographers, country clubs, golf courses, jewelry stores, beauticians, and fortune tellers.

• Brown symbolizes coffee, lumber, and earth-tone products. It is a reliable, solid, strong, mature, and comfortable color. Brown is now considered a rich and robust color.

• The color brown is an excellent color for hardware stores, coffee houses, craft shops, herbal shops, health food stores, male haberdasheries, cabinet shops, western stores, contractors, clock shops, and carpenters.

• Black symbolizes power, prestige, elegance, style, reliability, simplicity, and sophistication. The color black is more about attitude than anything else. It is a trendy color that keeps consumers up to date with technology. It is also a very informative color.

• Black used to be viewed as the color of death, witches, demons, and evil. However, this perception is declining.

• Black is a great color choice for music shops, accountants, lawyers, electronic stores, and tire stores.

• White symbolizes purity, cleanliness, virtue, innocence, and freshness.

• The color white is a great choice for bridal shops, weddings, religious groups, daycare centers, medical facilities, wineries, dentists, catering companies, bakeries, museums, historical sites, bed and bath shops, dry cleaners, and cleaning services.

Miss C Rawlinson

Colours

RGB • RGB stands for red, green and blue, which are the base colours in

the RGB colour model. This colour model is based on light.

CMYK • CMYK stands for cyan, magenta, yellow and black. The base for

CMYK is white (like most paper). CMYK can create a wide array of colours (though not as many as RGB).

PMS • The colour system created by Pantone Inc.

Miss C Rawlinson

CLUE: Make a house a home.

T

A

S

K

2

CLUE: Helps you…

In past surveys the AA’s black and yellow was the best colour scheme for recall (98%) closely followed by Easyjet’s orange (93%) and Cadbury’s purple (88%)

* BrandCurve

Homebase

CLUE: Make a house a home.

Mars

CLUE: Helps you…

Google (or Windows)

In past surveys the AA’s black and yellow was the best colour scheme for recall (98%) closely followed by Easyjet’s orange (93%) and Cadbury’s purple (88%)

VISUAL MARKETING TOOLS

• Use writing and illustrations • Use appropriate pictures to

convey message even to illiterate customers

• Plan the layout and design carefully

• NO spelling or language mistakes!


• Flyers • Leaflets • Brochures • Posters • Magazines • Newspapers • Newsletters • Menus


• Use bright colours

• Use big letters

• Use interesting pictures or

photos

• Neat and attractive


• State the name

• State the price

• Display the slogan

• Display special features

• Supply correct details

• Use simple language


• PRINTED MEDIA:

- Budget carefully

- Advert on left-hand side

more effective

- Plan well ahead to reach

printers on time

- Consider your target market

AUDITORY MARKETING TOOLS

Listen to some examples of Radio Adverts:


Radio advertising is a powerful way of reaching consumers in your local area or

even on a national level.

Even though 30 seconds might not seem like much time to get a marketing message across to a listening audience, this format

can be used with success.


What to include in the brief ad spot to make sure that it is as effective as possible.

• Mention the Product

- The product should be introduced immediately at the beginning of the radio commercial.

- Ideally, it should begin with creating or identifying a need.



• Discuss Its Benefits

- Now that you have your listening audience's attention, it is time to quickly discuss the benefits that your product has to offer. Focus on the main benefits to consolidate what you have to say.



• Offer an Enticement

- After you have told your listening audience what your product does, you need to offer the listener an enticement. This can be a special offer that is only available to those hearing your 30-second spot on the radio.



• The Call to Action and Reminder

- Lastly, you need to close your ad with a quick call to action and a reminder about what your product does. For example, "Call our toll-free number right now to claim your free bottle of Headache Away before it's too late.

AUDIO-VISUAL MARKETING TOOLS


• Advert should be short, clear and to the point

• Use sound and music effectively

• Use appropriate visual images to appeal to your target market

• Evoke EMOTIONS within the viewer!

• Repeat!

• Consider the time-slot

ELECTRONIC MARKETING TOOLS

WEBSITES

E-MAILS

SMS’s

TELEPHONES

SOCIAL MEDIA


• Keep information short and to the point

• Keep information relevant

• Reach a wide and varied audience

• Personal approach = persuasive

http://www.wordstream.com/online-ads#Gmail%20Ads

http://www.wordstream.com/online-ads







• Email Advertisements:

• Email ads are advertisements sent to users via web mail. Email ads can be used to notify subscribers of certain promotions, discounts etc.

• Most email advertisements feature a large image with minimal text; also rely on a compelling subject line to ensure that a user will open the email.

E-mail advert


• Google Search Ads

- Google search ads are online ads that appear alongside the search engine result page when users search a keyword query on Google. These ads are PPC, or pay-per-click ads, in which advertisers pay for each ad click.

Google Search Adverts


• Facebook Ads

- Facebook ads exist in many different forms, each offering unique pros and cons for advertisers looking to market on Facebook.

- Marketplace ads appear in the side columns of the Facebook website with a headline, copy, and an image.


• Facebook Ads

- Promoted Posts are Facebook ads that let advertisers pay a flat rate to promote a single post on their Facebook business page. The promoted post reaches more fans and friends of fans than a regular post..


• Facebook Ads

- Sponsored Stories show a user’s interaction with an advertisers page or product to the user’s friends and larger network. Sponsored Stories are also one form of Facebook ads that can appear in a user’s newsfeed


• Facebook Ads

- FBX, or Facebook Exchange, are Facebook ads that implement remarketing. These ads take into account a user’s web surfing history data, letting an advertiser show an ad for a product a user was looking at earlier on the advertiser’s website.

Facebook Adverts


• Twitter ads refer to the paid boosts that brands on Twitter can use to extend the reach of their tweets, promote a chosen hash tag, or gain more followers.

• Promoted Tweets lets advertisers’ tweets reach more people’s home feeds, and offer a healthy batch of targeting options.


• Twitter ads also include Promoted Accounts, letting advertisers show up more often in Twitter’s Who to Follow recommendation feature. Promoted Trends gets your custom hash tag in the Trends bar, earning additional attention and notice.

Twitter Adverts

PROMOTIONS AND SAMPLES


• Very effective = stimulate more senses

• TANGIBLE!

• Persuasive

• Target specific customers

• Can be expensive

• Plan properly = use the correct promotional staff.


• Make sure your brand ambassadors are briefed properly on your product

• Incentivize consumers to drive trial • Promote and give away your product to carefully

targeted consumers • Promotional staff should not just hand out your

product but interact with the target consumers to create real brand awareness and engagement

• Make sure the product is positioned for sale on free standing display units in stores, to create opportunities for impulse purchase

OUTDOOR MEDIA

• Outdoor media advertising is used for brand promotion and marketing of important events or services.

• Including: billboards, banners and display boards featuring the brands or products in an attractive manner.

AMBIENT MEDIA

• A new breed of out-of-home products and services determined by some as non-traditional

• Alternative media

Examples of Ambient Media

AMBIENT MEDIA

STUNT MEDIA/ GUERRILLA MARKETING

• Today Guerrilla marketing include promotions through a network of individuals, groups or organizations working to popularize a product or idea by use of e.g. flash mobs, viral marketing campaigns, internet

STUNT MEDIA/ GUERRILLA MARKETING

• By going on eBay to offer his forehead as advertising space, Fischer has earned himself an astonishing $30,100 (pounds 16,085) for a month's work. In return, he will wear a non-permanent logo tattooed above his eyebrows while he works, rests and plays. FHM were one of the companies who used this trend.

• Possibly the most well known and recent Guerrilla stunt is the Dance by T mobile.

Dance by T-Mobile flash mob

AMBUSH MARKETING

• Ambush marketing is a marketing strategy wherein the advertisers associate themselves with, and therefore capitalize on, a particular event without paying any sponsorship fee.

• Attach from a hidden position!!

AMBUSH MARKETING

marketing tools · promotions •longer articles and flyers •more information •free samples...

Documents