Andrea, Gina, Mike, Ji, & Cat

Agenda:
Promotion Objectives
Promotional Mix
Integrated Marketing Communications
Advertising
Developing the Advertising Program
Public Relations
Sales Promotion
Questions

Create Awareness
Referral Programs- Dropbox
Freebies
Unique PersonalityOld Spice
PPC Advertising

Customer Retention
Use blogs to educate customers and engage them
Use email to send special promotions to customers
Use the phone to call and check in with customers
Use customer loyalty programs to keep them coming back
Use customer satisfaction surveys to listen to customers
Use Twitter to show that you care
Use Facebook to build a community of engaged customers
Increase customer retention by learning from the best

Persuade
Proactiv
Claiming up to 10 million customers, this acne treatment has exploded onto the skincare market with the help of a number of high profile spokespeople including, to name a few, Katy
Perry, Vanessa Williams, Jessica Simpson, Lindsay Lohan, Justin Bieber, and P. Diddy. Who knew P. Diddy had acne?

Counter Competition
More than half the battle is fought with the competitors on the promotional front …
1.
Uncover a need -- as Yellowtail Wines did in noticing and parleying the need for a table wine that was good enough for the average consumer and inexpensive enough to allow for continual and repeated use!
2.
Cross-promote or co-sponsor with another company, e.g. General Mills cereal just did a promotion behind Star Wars
Episode 1 in 3D; Pillsbury had a Doughboy balloon in the Macy’s Day parade; Fiber One Brownies did a digital video with Cheech and Chong.
3.
Preempt the Promotion -carefully track and learn your competition’s patterns, then preempt with your own promotion or sale prior to their next rollout.
4.
Tap into the burgeoning social media. Create a compelling video, share consumer stories, create something that people will share.
5.
Build on fantastic customer service, and get a good customer for return business.
6.
Offer a line of private label products -- alter your SKUs -so Amazon can’t make a match with your specific product.
Amazon is known for searching SKUs and pricing the product lower.
7.
Develop exclusive ties and brand partnerships, as FTD (Flowers Online) does with Better Homes & Gardens, Vera
Wang, etc.

Stimulate Demand
1. Products a customer has not previously purchased or has not purchased in a long time = Get customer to try the product …
❏ Software companies allowing for free demonstrations or free downloadable trials
2. Products with established customer base = Provide reason to purchase sooner or in greater quantities than normal …
❏ Pre-holiday newspaper ad reminding customers to stock up for the holiday by purchasing more during non-holiday periods

Selecting the Promotional Mix Elements
1.Internal factors
• Resources
• Objectives of the firm or campaign
• Policies
2.Marketing Characteristics
• Size
• Location
• Demographics
3.Product Characteristics
• Life cycle
• Good/Services/Idea
• Competition & Intensity of Coverage
• Product Usage
4. Cost and Availability of Methods
• Social Media
• CPM （ Cost per thousand)
• Effective Hits

Promotional Mix

Integrated Marketing Communications (IMC)

Integrated Marketing Communications (IMC)
How:
•Identify the target audiences
•Establish objectives
•Budget
•Create the campaign
•Feedback and Evaluations

IMC- Hierarchy of Effects

Types of Advertisements: Pioneering (Informational)

Types of Advertisements: Pioneering (Informational) https://www.youtube.com/watch?v=e6m7l47NU9E

Types of Advertisements: Competitive (Persuasive)

Types of Advertisements: Reminder and Institutional
Reminder Institutional

Types of Advertisements:
Intended to provoke a
REACTION!
http://www.ispot.tv/ad/AZ
9A/ziploc-spilled-milk

Advertising Advantages
● Generally cheapest CPM (Cost per thousand people touched)
● Repetitive nature helps audience remember
● Versatility of mediums
● Creates desired atmosphere
● Adds an element of prestige

Advertising Disadvantages
● Expensive!
● Inflexible
● Too much in the market - cluttered
● Incredible
○ Alternative Explanation
● Wasteful
● Requires no action on the part of the target recipient
● Effectiveness can be difficult to measure

Identifying the Target
Audience
Specifying the Advertising
Objectives
Setting the Advertising
Budget
Humorous appeals
Designing the ads Fear appeals
Selecting the right media Sex appeals

Developing the advertising program
• 2/3 of world population believe brands put too much $ on advertising rather than creating value
• 64% of consumers would recommend brands that support good causes
• 59% of consumers helps promoting that brand
Identifying the Target
Audience
U.S. Millennials, Generation Y, and Boomer men and women
1

Developing the advertising program
Specifying the Advertising
Objectives verifiable and specific
• raise awareness and interest in the PRP by positioning Pepsi as the
“optimistic catalyst” for idea stimulation with consistency
• gain a steady stream of national, local, and online media buzz
• created the RefreshEverything.com and wanted to drive Americans to register and submit or vote on other American’s ideas
2

Developing the advertising program
Setting the Advertising
Budget
3

4
Developing the advertising program
Design the advertising

4
Developing the advertising program
Design the advertising

5
Developing the advertising program
Selecting the right media

What is Public Relations?

Public Relations “How-To”
1. Regular PR efforts should be done constantly and continually
2. Lock in audience with a hook or angle
3. “Consistent action creates consistent results.”
4. Match marketing and sales objectives
5. Proactive and Aggressive

People’s Revolution - Kelly Cutrone
Social PR giants: Ogilvy & Mather,
Edelman, JESS3
Integrated Communications
Company, Content Creators, Multi-
Platform Providers

Public Relations - Yay or Nay?
Yay
Integrity, Reliability, Plausibility
Impact, Impression
Cost Effective, Cheap
Competitive, Economical, Reasonable
Nay
Relinquish Control, Dependant on Alternative
Marketing Outside of Organization
Placement, Classification, Sequence
Lack of Regulation
Could Become “Unimportant”