Chapter 13
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CHAPTER 13. PROMOTION STRATEGY. PROMOTION STRATEGY. Communication Process Promotion Objectives Major Promotion Areas. COMMUNICATION PROCESS. Process Marketing Application Source Sender of message Encode Design message

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Chapter 13

CHAPTER 13

PROMOTION STRATEGY


Promotion strategy

PROMOTION STRATEGY

  • Communication Process

  • Promotion Objectives

  • Major Promotion Areas


Communication process

COMMUNICATION PROCESS

ProcessMarketing Application

Source Sender of message

Encode Design message

Message Personal or non-personal channel

Decode Receiver interprets message


Promotion objectives

PROMOTION OBJECTIVES

  • Communication Objectives

- To inform

- To remind

  • Behavior Objectives

- To sell

- To take some action


Behavior objectives in advertising

BEHAVIOR OBJECTIVES IN ADVERTISING

  • Don’t Mess With Texas

  • Army ad

  • Vote in next election

  • Groupon objectives


Major promotion areas

MAJOR PROMOTION AREAS

  • Sales Promotion

  • Publicity

  • Advertising

  • Personal Selling

  • Direct Marketing


Sales promotion

SALES PROMOTION

  • Consumer promotions

  • Business promotions

Paid forms of promotion with

quick stimuli results


Consumer sales promotion

CONSUMER SALES PROMOTION

  • Frequent flyer points

  • Coupons

  • Rebates


Business sales promotion

BUSINESS SALES PROMOTION

  • Sales contests

  • Pens and pencils

  • Special display in stores


Trade show promotions

TRADE SHOW PROMOTIONS

  • T-shirts

  • USB Drives

  • Tossable Items


Publicity

PUBLICITY

Non-paid form of promotion

  • Publicity must be newsworthy to media

  • Cannot be controlled by sponsor

  • Technology is making newer forms of

    publicity available


Publicity examples

PUBLICITY EXAMPLES

  • BP oil spill

  • Oprah’s giveaway

  • World Cup soccer

  • Exxon Disaster


Advertising

ADVERTISING

Paid form of promotion with

non-personal presentations

  • Advertising Decision Process

  • Media Decisions


Advertising decision process

ADVERTISING DECISION PROCESS

  • Define target market(s)

  • Set advertising objectives

  • Make advertising decisions

  • Measure advertising results

    (Effectiveness)


Advertising objectives

ADVERTISING OBJECTIVES

  • Unawareness

  • Awareness

  • Comprehensive

  • Conviction

  • Action

Communication

Objectives

Sales Objectives


Media decisions

MEDIA DECISIONS

  • Traditional media

  • Social media


Traditional media

TRADITIONAL MEDIA

  • Newspapers

  • Magazines

  • Television

  • Radio


Magazine circulation

MAGAZINE CIRCULATION

Magazine20002010

Newsweek 3.1 million 1.6 million

Time 4.1 million 3.3 million


Social media

SOCIAL MEDIA

  • YouTube

  • Facebook

  • Twitter


Social media changes

SOCIAL MEDIA CHANGES

  • Social Media vs. Traditional Media

  • Smart Phones, Tablets, and iPads


U s mobile ad sales

U.S. MOBILE AD SALES

2011$4.0 Billion

2012$6.7 Billion

2013$10.5 Billion


Personal selling

PERSONAL SELLING

Paid form of promotion with

personal presentations

  • Selling Objectives

  • Selling Process

  • Customer Relations Management


Selling objectives for buyers

SELLING OBJECTIVES FOR BUYERS

A

Attention

I

Interest

D

Desire

A

Action


Selling process

SELLING PROCESS

  • Prospecting

  • Approach

  • Presentation and Objections

  • Closing the Sale

  • Follow-up


Prospecting stage

PROSPECTING STAGE

Cold Calls Telemarketing

Leads Prospects with need

Qualified Leads Prospects with need and

can afford your product


Qualifying business leads at trade shows

QUALIFYING BUSINESS LEADS AT TRADE SHOWS

Hot Wants to buy now

Sales Worth a sales call

Low Low sales priority


Approach stage

APPROACH STAGE

  • Pre-approach

    - Actions before calling on prospect

  • Approach

    - Meeting and greeting the buyer


Presentation examples

PRESENTATION EXAMPLES

  • Telemarketing

  • Need Satisfaction

  • Problem Solutions


Telemarketing

TELEMARKETING

  • Cemetery lots

  • Vacation condos

  • Non-profit organizations

  • Senior Citizens


Handling objections

HANDLING OBJECTIONS

  • Postpone

  • Agree and Neutralize

  • Ignore the Objection


Closing the sale

CLOSING THE SALE

  • Trial close

  • Assumptive close

  • Urgency close


Free meals to close the sales

FREE MEALS TO CLOSE THE SALES

  • Condominiums

  • Financial planning

  • Medicare advantage


Follow up

FOLLOW-UP

  • Phone call

  • Letter or card

  • E-mail


Customer relations management crm

CUSTOMER RELATIONS MANAGEMENT (CRM)

  • Develop Customer Database

  • Identify Individual Customer Preferences

  • Contact Most Important Customers


Crm data mining information

CRM DATA MINING INFORMATION

  • Identify high-value customers

  • Sales force contacts

  • Credit/debit information

  • Number of website visits


Customer relationship management examples

CUSTOMER RELATIONSHIP MANAGEMENT EXAMPLES

  • Business hotel regulars

  • Heavy user customers on airlines

  • Major university endowment sponsors


Direct marketing

DIRECT MARKETING

  • Kiosks sales

  • Infomercial sales

  • Network marketing


Kiosks sales

KIOSKS SALES

  • Supermarkets

  • Airports

  • Shopping Centers

  • Vending Machines


Vending products

VENDING PRODUCTS

  • Redbox

  • Cupcakes

  • Baby products

  • Ramen noodles


Infomercials sales

INFOMERCIALS SALES

PersonProduct

George Foreman Lean Mean Grilling Machine

Ron Popeil Showtime Rotisserie Oven

Tom Vu Real Estate Seminars


Recent infomercials

RECENT INFOMERCIALS

ProductSales

Snuggie 18 million

Bumpits 9 million

Ped Egg 30 million


Infomercials for selling dvds

INFOMERCIALS FOR SELLING DVDs

  • Takes 5-6 weeks for delivery

  • Seller stocks no inventory

  • Contract supplier is drop shipper

  • Revenue occurs when DVDs are ordered


Network marketing companies

NETWORK MARKETING COMPANIES

  • Amway

  • Stella & Dot

  • Tupperware


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