Promotion

Campaigns

• Businesses offer promotions as part of a “campaign”

What current campaigns can you think of – that are running now?

Check with the next slide

Did you think of these?

How about this advert?....

1. Advertising• Advertising is a 'paid for'

communication. It is used to develop attitudes, create awareness, and transmit information in order to gain a response from the target market.

• There are many advertising 'media' such as newspapers (local, national, free, trade), magazines and journals, television (local, national, terrestrial, satellite) cinema, outdoor advertising (such as posters, bus sides).

• Create your own bus slogan generator LINK

What makes a good advertising campaign?

Eye catching design

Catchy slogan

Humour

Can you think of any others?

Successful advertising promotions campaigns from the past

http://www.davidnaylor.co.uk/top-10-uk-adverts.html

Note to teachers Tango not working

Build on your list of what makes a successful advert

2.Personal selling promotion• Personal Selling is an effective

way to manage personal customer relationships. The sales person acts on behalf of the organisation. They tend to be well trained in the approaches and techniques of personal selling.

• However sales people are very expensive and should only be used where there is a genuine return on investment. For example salesmen are often used to sell cars or home improvements where the margin is high.

Personal Selling

How many products can you think of that are promoted this way?

3. Sales promotion

Get ready to draw a mindmap

Sales promotions mindmap

Problems with sales promotions

• Too many promotions can devalue the brand – when do you see an Aston Martin on offer?

• Promotions don’t build brand loyalty they just increase sales in the short-term – exception is Clinique bonus time

4.Public Relations

• Public relations, abbreviated as PR,is the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc.

• Newsletters• Press Releases• Bogs• Photos• Social Media• Press kits for the media• Website press room

Download the Omega Watches Press Kit, Comes up as zip

From the Omega PR Press Kit

5. Direct Mail

• Highly focussed targeted mail based on what you have bought before

• Can be e-mail or by post• May be special offers to

re-engage customers who have stopped buying

Example of an e-mail sent to a Customer who had not bought for a while

Gives a special offer to encourage themTo buy again

6. Trade Fairs and exhibitions• Excellent way to talk

directly to customers• able to show larger items

(like boats and cars)• Able to demonstrate

products (like massage cushion)

• Encourages consumers to try a product (e.g. a mushroom or a walking stick)

Have you been to a fair – what did you try / buy?Have you been to a fair – what did you try / buy?

7. Sponsorship

• Positive association of the product with a celebrity or a sport

• Can be very expensive• Difficult to tell what

impact this has on brand loyalty or sales

What does Red Bull sponsor?Does its sponsorship change the way That you feel about the brand?

What does Red Bull sponsor?Does its sponsorship change the way That you feel about the brand?

Quiz get ready...

• 1 What is personal selling? Give an example• 2 What is direct mail? Give an example• 3 What is sponsorship? Give an example• 4 What is a trade fair? Give an example• 5 What is public relations? Give an example • 6 What is sales promotion? Give an example• 7 What is advertising? Give an example