1. Promotion

2. Promotion is informing, reminding, persuading and influencing prospective customers about your business and products
Promotion should be planned as overall strategy

3. Promotional Plan Set objectives for promotion
Let people know that new business has opened
Gain new customers
Advertise specific new product/service
Announce new location
Sell overstock of product
Shut down business and sell inventory

4. Design promotional mix activities
All activities that are done to promote the business
Consider timing
Consistent image
Uses a combination of methods
Personal selling
Advertising
Visual merchandising
Sales promotion
Publicity

5. Personal selling One on one promotion How can it happen?
Salesperson in store
Door to door salesperson
Calling on prospective clients
Server at restaurant taking order
What kinds of products are sold personally?
technical, complex, costly where customer isn’t sure, new where they need info
What isn’t? gum door to door

6. Personal selling includes…
Prospecting
Demonstrating
Telling about product’s features and benefits
Answering customer questions
Overcoming objections
Helping customers decide to buy
Suggesting related products & services

7. Most effective method of selling Many customers like direct contact
ADVANTAGES
DISADVANTAGES
Most effective method of selling
Many customers like direct contact
Can explain product’s technical/complex features
Costly

8. Visual Merchandising Visual displays
Arranging merchandise within store
Examples

9. Purposes Consider: Attract attention of shoppers
Stimulate interest in the product
Show ways in which a product can be used
Help consumers make selections
Consider:
Color
Light
Proportion and balance
Backgrounds
Size of items

10. Advertising Getting message to mass audience Variety of media channels
Consider
How large is firm’s trading area?
Who are my customers and which media would they use?
What budget limitations do I face?
How important is repetition and continuity?

11. Sales Promotions
Any activity that supplements personal selling, visual merchandising, publicity, and advertising
Coupons
Rebates
Refunds
Contests/sweepstakes
Samples
Trade shows
Promotions

12. PUBLICITY AND PUBLIC RELATIONS
Make yourself a news story/become visible
Provide a press release to the media
New business in the area announcement
Grand opening/Ribbon cutting
A conference/training you attended
Company anniversary
Community or other special accomplishments
Sponsorship
Product/service good for community or individuals
Editorial commentaries

13. PUBLICITY AND PUBLIC RELATIONS
Visibility of your business for little or no cost
Consider local events:
High School athletic brochures
Community Theater brochures
Publishing of Community Information

14. Basic advertising and promotional materials
Business Cards and Letterhead
Use consistent graphics, color scheme, font, image and message
Signage (if customers are coming to you)
Name on door - expensive store sign
Sign represents who you are/what you do
Helps customers identify you, your company and your product or service.
Ensure consistency with other items

15. Yellow Page listing
Free with business line
For additional ads, ask “Is this the most effective way to reach my target audience?”

16. Choosing mix activities for promotional plan
Cost
Set budget for promotion
Percentage of sales
Objective – and-Task
Advertising as Investment
Spending as Much as the Competition
What will best reach your customers?
What will achieve objectives?
Consider timing

17. Image
Make sure image is consistent across all promotional activities

18. Evaluation Have an evaluation method for each promotional activity
Are objectives met?
Is money spent effectively?
Possible evaluation methods
Increases in sales volume or foot traffic of customers
Compare against past years’ sales
Have customers mention where they heard about you

19. Ask customers to bring in ads
Count coupons used
Examine sales of products in advertised weeks vs. non-advertised weeks