{ Promotion and Personal Selling Lakshya Kaushal Belmira Machado Xander Jacques

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Promotion and Personal Selling

Lakshya KaushalBelmira MachadoXander Jacques

Promotion refers to raising customer awareness of a product or brand, generating sales, and creating brand loyalty

Promotion

Six Components of Promotion

Advertising a form of marketing communication used to encourage,

persuade, or manipulate an audience to take or continue to take some action.

Display(Visual Merchandising) 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

Publicity the movement of information with the effect of

increasing public awareness of a subject Personal Selling

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 Components of Promotion

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

Six Steps to Creating a Promotional 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

Rational1. Convenience 2. Efficiency3. Durability4. Dependability5. Saving/making money6. Saving time7. investments Emotional1. Love2. Friendship3. Sympathy4. Fear5. Social approval6. Pleasure7. comfort

Buying Motives

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 The central idea of a promotional

campaign Slogan

Catchy, easy to remember phrase that summarizes a theme.

Brand 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.

Marketing Research Gather information about the consumers most

likely to buy my product/service Who are my customers? Where can I reach them? When can I reach them?

Market Segmentation 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.

Step 5 : The Importance of

Marketing Research

Print newspaper, magazines, directories

Broadcast TV, radio

Direct Mail Specialty (Sales Promo) “Out of Home”

Billboards, Transit Other

Telemarketing, Movie Ads, Specialty Items, etc.Step 6 : Identify the

Advertising Media to be Used in Your Campaign