{ Promotion and Personal Selling Lakshya Kaushal

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Promotion and
Personal Selling
{
Lakshya Kaushal
Belmira Machado
Xander Jacques
Promotion

Promotion refers to raising
customer awareness of a
product or brand, generating
sales, and creating brand
loyalty
Six Components of
Promotion

Advertising


Display(Visual Merchandising)


a form of marketing communication used to encourage,
persuade, or manipulate an audience to take or continue to take
some action.
Visual merchandising is the activity and profession of developing
the floor plans and three-dimensional displays in order to
maximize sales.
Public Relations

the practice of managing the spread of information between an
individual or an organization and the public.The aim of public
relations is to persuade the public, prospective customers,
investors, partners, employees, and other stakeholders to
maintain a certain point of view about it, its
Six Components of
Promotion

Publicity


Personal Selling


the movement of information with the effect of increasing
public awareness of a subject
a promotional method in which one party (e.g.,
salesperson) uses skills and techniques for building
personal relationships with another party (e.g., those
involved in a purchase decision) that results in both
parties obtaining value.
Sales Promotion

the set of marketing activities undertaken to boost sales
of the product or service.
Six Steps to Creating a
Promotional Campaign






Answer the six basic questions
Identify why people buy
Distinguish between product and institutional
promotions
Identify a theme, slogan, brand, and/or
trademark
Conduct a marketing research project
Identify the advertising media to be used in
your campaign

What should I promote?

Why should I promote?

To whom should I promote?

Where should I promote?

When should I promote?

How should I promote?
Step 1 :The Six Basic
Questions

Buying motives are the reasons why people
buy products and services.

Emotional or Rational Reasons
Step 2: Why People Buy
Buying Motives

1.
2.
3.
4.
5.
6.
7.

1.
2.
3.
4.
5.
6.
7.
Rational
Convenience
Efficiency
Durability
Dependability
Saving/making money
Saving time
investments
Emotional
Love
Friendship
Sympathy
Fear
Social approval
Pleasure
comfort

Product Promotions : An action taken by
a company's marketing staff with
the intention of encouraging the sale of a good
or service to their target market

Institutional Promotions : A marketing
approach that demonstrates the goodwill of an
organization or individual in order to boost its
public relations appeal.
Step 3: Product and
Institutional Promotions

Theme


Slogan


Catchy, easy to remember phrase that
summarizes a theme.
Brand


The central idea of a promotional campaign
The name given to a line of goods
Trademark

A picture or symbol identifying your product or
company
Step 4 : Identify a Theme,
Slogan, Brand, and
Trademark.
Step 5 : The Importance of
Marketing Research

Marketing Research

Gather information about the consumers most
likely to buy my product/service




Market Segmentation


Who are my customers?
Where can I reach them?
When can I reach them?
Dividing “ The Market” into smaller, easier to
reach, easier to satisfy groups based on their…
Demographics
 The defining characteristics of people that can be
used to divide large groups into smaller groups

Religion, ethnicity, race, wealth, body types, etc.

Print


Broadcast




TV, radio
Direct Mail
Specialty (Sales Promo)
“Out of Home”


newspaper, magazines, directories
Billboards, Transit
Other

Telemarketing, Movie Ads, Specialty Items, etc.
Step 6 : Identify the
Advertising Media to be
Used in Your Campaign
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