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Marketing Services. MarCom. Marketing Services. Most Marketing Services relate to Marketing Communications “MarCom” - Umbrella term As marketers grow New ways to market brands, and… New sources of career opportunities. Marketing Services. Sales Promotion Direct Marketing

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Marketing services

Marketing Services

MarCom


Marketing services1

Marketing Services

  • Most Marketing Services relate to Marketing Communications

  • “MarCom” - Umbrella term

  • As marketers grow

    • New ways to market brands, and…

    • New sources of career opportunities


Marketing services2

Marketing Services

  • Sales Promotion

  • Direct Marketing

  • Public Relations

  • Media Buying Services

  • Marketing Research

    • Introduction to MRI

  • Event Marketing

  • Promotional Products


The world of sales promotion

The World of Sales Promotion

  • Two Types of Sales Promotion

    • “Push” Trade Promotion

    • “Pull” Consumer Promotion

  • Both emphasize Short-Term Sales

  • Two Types of Incentives

    • Cost Less - Savings

    • Get More - “Added Value”

      • More Product (Bonus Pack)

      • A Prize (Sweepstakes)

      • Something else (A Premium)


Trade promotions

Trade Promotions

  • Point-of-sale


Trade promotions1

Trade Promotions

  • Point-of-sale

  • Dealer contests

  • Merchandising the advertising

  • Deals and allowances

  • Co-op advertising


Consumer promotions

Consumer Promotions

  • Coupons/FSIs (Free Standing Inserts)

  • Contests, sweepstakes & games


Consumer promotions1

Consumer Promotions

  • Coupons/FSIs (Free Standing Inserts)

  • Contests, sweepstakes & games

  • Cents-off promotions


Consumer promotions2

Consumer Promotions

  • Coupons/FSIs (Free Standing Inserts)

  • Contests, sweepstakes & games

  • Cents-off promotions

  • Premiums


Consumer promotions3

Consumer Promotions

  • Coupons/FSIs (Free Standing Inserts)

  • Contests, sweepstakes & games

  • Cents-off promotions

  • Premiums

  • Sampling


Consumer promotions4

Consumer Promotions

  • Coupons/FSIs (Free Standing Inserts)

  • Contests, sweepstakes & games

  • Cents-off promotions

  • Premiums

  • Sampling

  • Rebates


Consumer promotions5

Consumer Promotions

  • Coupons/FSIs (Free Standing Inserts)

  • Contests, sweepstakes & games

  • Cents-off promotions

  • Premiums

  • Sampling

  • Rebates

  • Continuity programs


Consumer promotions6

Consumer Promotions

  • Coupons/FSIs (Free Standing Inserts)

  • Contests, sweepstakes & games

  • Cents-off promotions

  • Premiums

  • Sampling

  • Rebates

  • Continuity programs


The world of direct marketing

The World of Direct Marketing

  • Direct marketing occurs when you buy direct from a marketer:

    • By returning a coupon

    • By calling an 800#

    • By responding to a mail solicitation

    • By shopping on the Internet

    • By responding to a telemarketer who called you during dinner


Consumer complaints about direct marketing

Consumer Complaints About Direct Marketing

  • Annoyance

    • List removal option of DMA

  • Privacy issues

    • Who owns your information?

    • Data technology raises new concerns

  • Unscrupulous practices


The world of public relations

The World of Public Relations

  • Marketing PR (MPR)

    • Supports marketing efforts

  • Corporate PR (CPR)

    • Deals with broader range of issues, from investor relations to employee communications


Product publicity activities

Product Publicity Activities

  • Press Releases (immediate news)

  • Technical and Case History stories

  • Feature stories

  • Press Tours

    • Press to Company

    • Company to Press


Corporate pr activities non marketing related pr

Corporate PR Activities(Non-Marketing Related PR)

  • Investor Relations

  • Employee Communications

  • Government Relations (lobbying)

  • Crisis Management (oil spills, etc.)

  • Community Relations

  • Advocacy Advertising (corporate point of view on public issues)


The world of media services

The World of Media Services

  • Independent companies that plan/buy media time and space for advertisers

  • Originally, an alternative to the media department of a full-service ad agency

  • Evolved as media choices proliferated and media planning/buying became more complicated

  • Now mega-agencies have “unbundled” their media departments to create competing media planning/buying services


The world of marketing research

The World of Marketing Research

  • Two types of entities provide critical marketing information:

    • Internal Marketing Research Departments

      • At the marketer

      • At a full-service agency

    • Outside Marketing Research Firms


Role of internal marketing research department

Role of Internal Marketing Research Department

  • Analyze company sales data

  • Provide short-term and long-term sales and industry projections

  • Determine what primary research studies need to be carried out

  • Select and hire outside research firms to conduct surveys and provide other information


Types of outside marketing research firms

Types of Outside Marketing Research Firms

  • Limited-service Research Suppliers

    • These supply a specific type of data, often to all major marketers.

    • Syndicated Research (Nielsen, MRI)

    • Standardized Research (Gallup & Robinson ad recall pre-testing studies)

  • Full-service Research Suppliers

    • Focus Groups and Surveys

    • “Starting from scratch” research projects


Marketing services

  • Comprehensive demographic, lifestyle, product usage and exposure to all forms of advertising media

  • Leading U.S. supplier of multimedia audience research

  • Conducts more than 26,000 personal interviews with consumers annually

  • MRI Reporter - The Park Library


Mri example

MRI Example

  • Pets - Spring 2000

  • Pets: Ownership Of

  • Own Dog(s)

  • Report Base: Female Homemakers


Marketing services

= 1426 / 26982

= 7752 / 26982

= 2983 / 26982


Marketing services

=1426 /7610

=6200 /16386


Marketing services

=18.7 / 29.9

=37.8 / 29.9


The world of event marketing

The World of Event Marketing

  • Sports sponsorship


The world of event marketing1

The World of Event Marketing

  • Sports sponsorship

  • Entertainment, tours, attractions


The world of event marketing2

The World of Event Marketing

  • Sports sponsorship

  • Entertainment, tours, attractions

  • Festivals, fairs, annual events

  • Causes


The world of event marketing3

The World of Event Marketing

  • Sports sponsorship

  • Entertainment, tours, attractions

  • Festivals, fairs, annual events

  • Causes

  • The Arts


The world of event marketing4

The World of Event Marketing

  • Provides opportunities for:

    • Sampling of product

    • Widespread publicity in media

    • Unique connection w. target market

  • Cause marketing:

    • A special type of event marketing

    • Example: Children’s Miracle Network


The world of promotional products

The World of Promotional Products

  • A $16 billion business

  • Items with company brand or logo on it (pens, hats, key rings)

  • Higher priced items called “business gifts”

  • Many uses:

    • Sales lead generation, trade shows, awareness building, employeemorale, etc.


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