Promotion StrategyPart 3 of 3

Marketing 101 - PromotionPart One: Definition What promotion is NOT What promotion IS Cautions

Part Two: Introduction Push/Pull Strategies and tools When to use push/pull tools

Part Three: Planning Match tools to marketing objectives Deep dive into publicity How’d you do?

Soma Jurgensen, Intentional Growth

Strategies

Match Promotion Tools to ObjectivesCombine Pull and Push• Introducing new offering (trial)• Promotional advertising• Consumer coupons• Sampling• Personal Selling• Publicity

Publicity and Public RelationsBrands make or break relationships with publicity• Not all publicity is good• Beyond the press release• Public Relations

• Redefine public• Face of the organization• Generate media interest• Maintain goodwill with stakeholder• Shape public opinion• Monitor online brand• Handle crisis communication

Match Promotion Tools to ObjectivesCombine Pull and Push• Increasing consumer loyalty• Volume discounts at point of purchase• Event sponsorships• Package promotions• Endorsements• Loyalty programs

Give it a try.Pull vs. Push Promotions

Match Promotion Tools to ObjectivesCombine Pull and Push• Introducing new offering (trial)

• Promotional Advertising• Consumer coupons• Sampling• Personal Selling• Publicity

• Increasing consumer loyalty• Volume discounts at point of purchase• Event sponsorships• Package promotions• Endorsements• Loyalty programs

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