Sales Promotion - Week #2. Recap the importance of the story Quiz on Chapter 1 Watch and discuss “Wag the Dog” Introduce final project Positioning Statement Image Development. Cellphone Policy. OK if it rings I don’t expect you to remember to turn it off BUT!
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Sales Promotion - Week #2 • Recap the importance of the story • Quiz on Chapter 1 • Watch and discuss “Wag the Dog” • Introduce final project • Positioning Statement • Image Development
Cellphone Policy • OK if it rings • I don’t expect you to remember to turn it off • BUT! • Don’t answer your phone in class! • Don’t step into the hall to talk • Also • No text messaging
Psychology of Sales Promotion • Targeting and research is essential FIRST! • Who are you selling to? • What do they want? • What do they care about it? • Who do they want to be? • A.I.D.A • Attention – get them to notice you • Interest – make them want to know more • Desire – now they want your product • Action – they actually purchase it!
Brand Development • Sell the sizzle, not the steak • Selling an image • Victoria’s Secret • IBM vs. Apple • Company values • Patagonia • Technology • Nike • Why is this necessary?
Targeting is Key • Why buy from you vs. your competition? • Offer an extra benefit • Social factors • Markets are less and less diversified
Final Project • Product/Company Name, Description • Logo • Positioning statement • Target Profiles • Packaging objectives & design • Print advertising objectives, plan, and ads • Pricing and promotion plan
Product/Company Name, Description • Product: “Bruttini Crunchy Almond Cookies” • Italian for “Little Uglies” • Company: Biscaro Brothers • Description: With the nutty crunchiness of biscotti and the light taste of meringue, each all-natural gluten-free Bruttini Crunchy Almond Cookie has its own unique shape. They go equally well with coffee, tea, a glass of wine, a bowl of ice cream, or alone as a snack!
Demographics Psychographics Categories Potential Distribution Channels Positioning Statement • Where does your product fit into the market? • Bruttini Cookies Positioning Statement: • As an Italian gourmet treat, Bruttini cookies appeal to consumers who are interested in a new and different snack and have the disposable income to afford a more expensive sweet. They are all-natural, kosher, dairy-free and gluten-free, and so are equally at home in a corner deli, a natural foods store, or the local supermarket. Though not fat-free, they will appeal to most people who currently purchase meringue cookies.
Image Development • Enhance the sizzle • Communicate the sizzle • Where? • Logos • Packaging • Advertising • Trade Shows
Logo Design Rules of Thumb • If it works in black and white it will work in color • If it works in color it may not work in black and white • So first design in black and white. • Why do we need black and white? • Universal application (color won’t fax) • Cost effective
Logo Design Rules of Thumb (cont’d) • Three types of logos • Typography • Iconography • Combination
Typography • Select font • Use contrast • big to small • thick to thin • block font to script font • convey proper feel with typeface selection • consider application (will it work in any size?)
Iconography • If possible, use an image that will support or literally convey name • Reinforce identity • Convey an idea • Consider the application
Create “Dominance” By Using Contrast • Establish the creative direction of your logo (typography, iconography, or a combination) • Develop a strong design in rough form • Pick an appropriate typeface or faces • Convey the feeling of your product or service. • Some take a literal approach • Others develop a unique feeling or abstract identity
Example: Pepsi Cola • A combination solution • Current type face choice is “space age” • Always accompanied by the Pepsi icon • No matter what typeface they use, the feeling may change but the flavor is always maintained. • Also always includes the very American red, white, and blue. • Let’s take a look: www.pepsi.com
Other hints • Use clip art! • Use my design links: www.planetminkoff.com/AIPh/links.html • Abstract is OK – convey the mood • Don’t sweat it!
Gathering References • Find examples of others with similar positioning – go shopping!
Choose a team! Three members per team
Wag the Dog • What is “true”? • What elements and techniques are used to sell the story in the movie? • Who is/are the target audience/s?
Wag the Dog • What is “true”? • What elements are used to sell the story? • What techniques are employed to support the story? • What came first – product or target? • What roles were necessary? • Who is the target audience?
HOMEWORK: • Create product concept/description. • Choose a name for the product/company • Develop a positioning statement • Gather references and do 5 rough logos • Be prepared to present your concepts, references, and logos to the class!! • Read Chapter 2 (Marketing)