Applying the
Promotional Mix
Advanced Marketing
Internal and External Methods of Promoting Sales for a
Product/Service
Internal Promotion
• Essential for successful marketing to target market
• Includes comprehensive training and education of products
and services
• Complete understanding of features and benefits of
product/service
• Complete understanding of customers’ needs
Goals of Internal Promotion
• Provide key customer service, support, services, sales and
marketing personnel with the knowledge and understanding
of product
• Ensure all instructional materials and documentation readily
available for ongoing training
• Build continuous, on-going training of product knowledge
into system
Methods of Internal Promotion
• Workshops
• Training Seminars
• Videos
• Vendor Presentations and Training
• Vendor Trade Shows
• Trade Promotions
Trade Promotions
Marketing campaign directed at
wholesalers and retailers rather
than the final consumer
Examples of Trade Promotions
• Free Racks/Stands- POS materials
• Discount Pricing in addition to trade
allowance
• Incentives
• Goal is to build demand from retailer
• Training programs to boost sales
• Sales literature
External Promotions
Promotion targets the customer
(outside the organization)
Goals of External Promotion
• Build awareness among consumers of
product/offering
• Build demand for product/service
• Increase sales for business
Methods of External
Promotion
• Conduct customer needs assessments and develop promotion
targeting needs
• Special Events
• Promote through various media (Advertising)
• Sales Presentations to customer
• Sales Promotions (coupons, raffles, etc)
• Publicity/Public Relations
Assignment
• Students will work with a partner to develop an internal
promotional plan for The Falcons’ Nest regarding the kick-off
of the Helping Heroes Toy Drive. Prepare PPT presentation of
how to promote this internally. 50 Points
• Students will work with a partner to develop an external
promotional plan for Helping Heroes applying the promotional
mix. 50 Points