Branding methods and techniques BTEC FIRST – UNIT 3 PROMOTING A BRAND On a post it note write down your favourite brand from the list. Why is this your favourite brand? by the end of this lesson students…. Synthesis~ GCSE • Will be able to propose appropriate Promotional mixes for selected products. Analysis ~ GCSE • Will be able to analyse why organisations adopt different Promotional Mixes Grade A Grade B Application ~ GCSE Grade C • Will be able to demonstrate understanding by using examples/cases Comprehension ~ • Will be able to explain why business consider and use a Promotional Mix Knowledge ~ GCSE • Will be able to define the terms Promotional Mix GCSE Grade D Grade E Rank your understanding. Only Rank yourself in the START column. Advertising= 5 Sales Promotion=3 Promotional Mix “Promotional Mix is the process and variety of promotional methods used to communicate information about a product, service and product offering.” Methods of Promotion Advertising Sales Promotion Personal Selling Direct Marketing Public Relations Sponsorship What do these terms mean to you? Could you give an example? Think, Pair, Share 3 minutes You will next see some definitions of promotional methods. Please match the definition to the key term Can you identify which the following are? Advertising Public Relations Sales Promotion Personal Selling Sponsorship Direct Marketing Score 6 Match the definition to the key term Sending a message to a customer through different methods such as TV, Radio, Cinema, Social Networking sites and various other methods C Is the process of encouraging customers to buy the products by offering an incentive often through discounts A Is where businesses use people (the “sales force”) to sell the product after meeting face-to-face with the customer. B Can you identify which the following are? Advertising Public Relations Sales Promotion Sponsorship Personal Selling Direct Marketing Continued…. Public relation are activities a business does to put information into the media, but without paying for it Pay to display brand at event F D Business communicates directly with the customer through email, mail or phone calls. E Can you identify which the following are? Advertising Public Relations Sales Promotion Sponsorship Personal Selling Direct Marketing Lets see how you did. Please give yourself a mark out of 6 Can you identify which the following are? Advertising C 1 Public Relations D Sales Promotion A 1 Sponsorship F Personal Selling B Direct Marketing E Score 6 Pit stop- lets check if you have progressed? Now Rank yourself in the Middle column. Advertising= Sales Promotion= etc Please link the images to the correct Promotional Methods that Apple use. Advertising Sales Promotion Personal Selling Direct Marketing Public Relations Sponsorship Put these forms of advertising in order. 1= most expensive 5=Least expensive Advertising Medium Moving images (TV or Cinema advert) Print (newspapers or magazines) Ambient (public spaces, sides of buses) Digital (websites, email, text messages) Audio (radio adverts) Extension: Which methods are most effective for Apple? Justify why? Why do organizations have different promotional mixes? Advertising Advertising is one of the most important parts of promotion. The purpose of advertising: 1. Inform people – make potential customers aware of your product and benefits 2. Persuade people to make a purchase – inform people about the benefits or sell at a lower price Advertising is made up of: message – what you want to tell customers medium – how you choose to advertise Sales Promotion “Sales Promotion is the process of encouraging customers to buy the products by offering an incentive” Price promotion – discount on product e.g. 50p off, BOGOF, 25% extra free Coupons – discount or free gift Competitions – instant win offers in the package Money refunds – cashback, e.g. mobile phones Loyalty incentives – collect stamps for a free drink Apple Sales Promotion Personal Selling Personal selling is where businesses use people (the “sales force”) to sell the product after meeting face-to-face with the customer. Methods include: Face to face – saleperson watches body language to adapt sales pitch Telephone – listen to customers tone of voice to adapt sales pitch Email- send attachments of deals to customer Video or web conferencing – connect all over the world Personal Selling Public Relations • Public relation are activities a business does to put information into the media, but without paying for it • Exhibitions – present and display products to get people interested in buying • Sponsorship – pay to display brand at event (creates a positive image) • Press releases – statement sent to journalists to get them to write something interesting about your company Sponsorship This is the Apple Computer car that raced at the 1980 Le Mans 24hrs by Allan Moffat for Dick Barbour Racing. Do you think they do sponsorship now? YES or NO Itunes Festival - PR Direct Marketing • Business communicates directly with the customer • Direct Mail – letters posted to the customer giving information about new products • Mail order Catalogues – shows the different products in comfort of your own home Direct marketing Coca-cola- YOUR IDEA Coca-Cola Enterprises would like you to come up with a new juice brand. You have a choice of a new Health drink Fizzy drink Sports Drink The juice brand must be original – with an original brand name, logo and slogan – and must be presented in a 500ml package. Task- Pick a product and consider their promotional mix.? What will you do with your drink? Rank your understanding. Only Rank yourself in the End column. Advertising= 5 Sales Promotion=3 Plenary- discuss with your partner by the end of this lesson students…. Synthesis~ GCSE • Will be able to propose appropriate Promotional mixes for selected products. Analysis ~ GCSE • Will be able to analyse why organisations adopt different Promotional Mixes Grade A Grade B Application ~ GCSE Grade C • Will be able to demonstrate understanding by using examples/cases Comprehension ~ • Will be able to explain why business consider and use a Promotional Mix Knowledge ~ GCSE • Will be able to define the terms Promotional Mix GCSE Grade D Grade E