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