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Promotion is informing, reminding, persuading and influencing prospective customers about your business and products Promotion is informing, reminding,

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Presentation on theme: "Promotion is informing, reminding, persuading and influencing prospective customers about your business and products Promotion is informing, reminding,"— Presentation transcript:

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

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

4 Design promotional mix activities Design promotional mix activities All activities that are done to promote the businessAll activities that are done to promote the business Consider timingConsider timing Consistent imageConsistent image Uses a combination of methods Uses a combination of methods Personal sellingPersonal selling AdvertisingAdvertising Visual merchandisingVisual merchandising Sales promotionSales promotion PublicityPublicity

5 One on one promotion One on one promotion How can it happen? How can it happen? Salesperson in storeSalesperson in store Door to door salespersonDoor to door salesperson Calling on prospective clientsCalling on prospective clients Server at restaurant taking orderServer at restaurant taking order

6 Prospecting Prospecting Demonstrating Demonstrating Telling about products features and benefits Telling about products features and benefits Answering customer questions Answering customer questions Overcoming objections Overcoming objections Helping customers decide to buy Helping customers decide to buy Suggesting related products & services Suggesting related products & services

7 ADVANTAGESDISADVANTAGES Most effective method of selling Most effective method of selling Many customers like direct contact Many customers like direct contact Can explain products technical/complex features Can explain products technical/complex features Costly Costly

8 Visual displays Visual displays Arranging merchandise within store Arranging merchandise within store Examples Examples al-Displays-Photo-Gallery/http://retail.about.com/od/merchandisingbuying/ig/Visu al-Displays-Photo-Gallery/http://retail.about.com/od/merchandisingbuying/ig/Visu al-Displays-Photo-Gallery/http://retail.about.com/od/merchandisingbuying/ig/Visu al-Displays-Photo-Gallery/

9 Purposes Purposes Attract attention of shoppersAttract attention of shoppers Stimulate interest in the productStimulate interest in the product Show ways in which a product can be usedShow ways in which a product can be used Help consumers make selectionsHelp consumers make selections Consider: Consider: ColorColor LightLight Proportion and balanceProportion and balance BackgroundsBackgrounds Size of itemsSize of items

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

11 Sales Promotions Any activity that supplements personal selling, visual merchandising, publicity, and advertising Any activity that supplements personal selling, visual merchandising, publicity, and advertising CouponsCoupons RebatesRebates RefundsRefunds Contests/sweepstakesContests/sweepstakes SamplesSamples Trade showsTrade shows Promotions

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

13 Visibility of your business for little or no cost Visibility of your business for little or no cost Consider local events: Consider local events: High School athletic brochuresHigh School athletic brochures Community Theater brochuresCommunity Theater brochures Publishing of Community InformationPublishing of Community Information

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

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

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

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

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

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


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