Promotion P: a review
The Marketing Context of Advertising
and Promotion
Promotion
• Includes all communication efforts of the firm
• Company to customer contact
• Help company meet overall marketing
objectives (sales, market share, etc.)
• Has its own objectives (Branding, awareness,
attitude, positioning, experience, etc.)
• Flows naturally from the Marketing Plan (the
other 3 P’s)
Objectives
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Review P: Promotion
Discuss the IMC Plan
Go through an example
Practice through Group exercise
Promotion = Branding
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Advertising
Sales Promotions
Personal Selling
Public Relations
Alternative/Guerrilla Marketing
Follow a synergistic (integrated) strategy
Branding
“We don’t just want people to buy a brand, we
want people to buy into a brand, to make it
part of their lives”
– Stan Richards, The Richards Group (emphasis mine)
What is Branding?
Branding is about “telling a story”
• Creating a brand
• Brand Identity
– Brand Name, Logo, Letterhead, Business card,
Packaging, Website, etc.
• Brand Promise – physical, psychological, emotional
• Brand Experience
• Brand Harmonization
The Audience = Target Market
• Define your Segments
– Geographic
– Psychographic
– Demographic
– Behavioristic
• Select your Target Market(s)
– Profits
– Best suited
Know your audience
What are they really buying?
THIS
THAT
THE OTHER THING
Luxury Watch
Quality
Status
Cosmetics
Enhanced Appearance
Self-Esteem
Insurance
Protection
Security
House paint
Durability
Less work
Financial publication
Investment advice
Being an “insider”
Mouthwash
Clean breath
Social acceptance
Successful Stories
• Riedel Glasses
"The finest glasses for both technical and hedonistic purposes
are those made by Riedel. The effect of these glasses on fine
wine is profound. I cannot emphasize enough what a
difference they make.”
-Robert M. Parker, Jr. The Wine Advocate
• Kiehl’s Since 1851
– A cult like brand that is owned by L’Oreal
Find the Brand Concept
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Functional vs. Emotional Benefits
Brand Trust
Brand Associations
Brand Essence
– What we are about
– You can depend on us because we are
– How the brand directly affects you
– This is what will happen to you
Needs and Wants
“Marketers profit because consumers buy what
they want, not what they need….the path to
profitable growth is in satisfying wants not
needs”
- Seth Godin, All Marketers are Liars (emphasis mine)
• Needs are practical and objective
• Wants are irrational and subjective
Brand Approaches
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Heritage
Unique Brand Strengths
Forward thinking
The Standard
Provenance
Cutting Edge/Techie
Sophisticated
Original
Iconic Personalities
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Down to Earth
Community
Company Values
Personal
Humor
Fun
We Understand
Attitude
Telling a Story
• A Great Story…..
– Is True (to someone)
– Makes a promise (&
delivers)
– Is Trusted
– Is Subtle
– Happens fast
– Appeal to our senses
– Target a specific audience
– Stay consistent
– Agree with our worldview
• Marketing works when..
– Worldview and frames got
there before you (use
them)
– People only notice the new
and then make a guess
– First impressions starts the
story
– Tell stories we believe
– Authenticity is key
The importance of Branding
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Loyalty
Product differentiation
Brand Equity
Brand personality
The IMC Plan
• Situation Analysis
• The Audience
– Segmentation
• What do we want to accomplish?
– Define Objectives
• The Message: attributes  benefits
– Positioning
– Creative Strategy
• How will we achieve this?
– The tactics: be synergistic
– The media: be realistic
• The Budget: find ways to extend dollars
• Evaluation: is it working?
– Measure relevant variables
– Adjust accordingly
Situation Analysis
• SWOT Analysis
• Brand Audit
– Include competitive analysis
The Audience
• Segmentation
– Demographics
– Psychographics
• Targeting
– Profitability
– Best market for product
Objectives & Messaging
• Objectives
– Guided by Marketing Objectives
– What the IMC plan will accomplish
– Measurable
• Messaging
– Define your positioning
– Attributes  Benefits
– Target Market
– Creative Strategy