Special Promotions QCC’s: 58, 59, 60, 61, 64

Promotional Techniques Advertising Sales Promotion Publicity/ Public Relations Personal Selling Visual Merchandising We have been discussing different promotional techniques. If you remember the promotional techniques include Advertising, Publicity, PR/Sales Promotion, Personal Selling and visual merchandising. Can anyone tell me what we call managing the different promotional techniques? Next slide

PROMOTIONAL MIX Sales Promotion Visual Merchandising Personal Selling Managing all the promotional techniques is managing the promotional mix Advertising Public Relations

Objectives Define and give examples of sales promotion Differentiate between sales promotion and trade promotion Define Publicity and Public Relations Understand the role of a Public Relations professional and list the areas of specialization We have covered Advertising, now we are going to talk about are sales promotions and Public Relations

Sales Promotion A short-term incentive used to interest customers in buying products Companies in every segment of the textile and apparel industry promote their fashion products to each other and their customers. There are two main types of sales promotion.

Types of Sales Promotion Trade Promotion Consumer Promotion

Trade Promotion Promotion that occurs within the industry Example: Fabric Companies Manufacturers Manufacturers Retailers In the fashion industry businesses usually promote themselves to the next segment of the distribution chain or Channel. For example Fabric companies will promote their textiles toward apparel designers and manufacturers Apparel manufacturers promote their styles and lines to retailers. Trade promotions

Trade Promotion Includes activities such as : Trade shows Conventions Fashion shows Manufatuerers may provide retailers with photographs for displays or videotapes for sales training.

Consumer Promotion Used by manufacturers and retailers and is targeted to the consumer. The second type of promotion is Consumer promotion. This is what you are more familiar with because much of it is aimed at you. Some textile and apparel manufacturers may use consumer promotion to get recognition for their lines. For example the cotton textile industry, represented by cotton Inc. promotes the benefits of apparel made with cotton to consumers. Can anyone give me an example of a consumer promotion Show next slide.

Consumer Promotion Makeovers Includes activities such as: Fashion shows Special appearances by designer Contests Sales Premiums Free Samples Free Services Makeovers Coupons E-mail Offers Can anyone give me an example of a consumer promotion After Thanksgiving and Christmas Sales are sales promotions. Walk into Kohl's and they have some sort of sales promotion going on all the time. They have stuff marked down, or if you purchase a certain amount you will get a gift card for an additional amount. Sales promotions are used not only to get customers in the store but to encourage them to make purchases, or add that extra item onto the sale Notice that fashion shows are under both consumer promotion and trade promotions.

Fashion Shows Used by apparel manufacturers to present prospective clothing lines for retail buyers Used by retailers to showcase merchandise and the latest fashions for customers to purchase

PUBLICITY Creating awareness and demand for a business or product by placing news about it in the media

Public Relations Public Relations is the process of communicating to and building relationships with groups of people to help an organization reach its goals. Public relations is probably the most misunderstood of all the techniques of promotion. However, it is a growing area to go into as a career as more businesses are discovering the importance of public relations. Over 100,000 people make a very good living doing Public Relations work in US, as companies are cutting back their advertising budgets and utilizing PR to help it sell their products.

Public Relations A Public Relations professional has four main jobs: to let people know about their organization and its accomplishments to listen to what people think about their organization Public relations professionals understand how to use mass communication (newspaper, TV, magazines) to build a virtual relationship based on people’s awareness of their organization and what it’s doing. Perhaps more importantly, they understand the importance of building real relationships with a businesses customers.

Public Relations Public Relations jobs con’t.: to help the organization build good relationships with their publics to help their organization build and keep a good reputation that is based on the good performance of the organization. Public relations professionals understand that if consumers have a favorable image of their company they will be more willing to purchase its products. People want to feel good about the companies they buy products from or do business with.

Areas in Public Relations: What do Public Relations specialists really do? Areas in Public Relations: Media Relations Special Events Publicity Community Relations Employee Relations Political Relations Crisis Relations Public Relations professionals have a variety of work to do. Sometimes they are specialists. For example, they might work only in media relations. Most public relations professionals, however, do a number of different tasks each day. A few of the kinds of work in which they might be involved include: Media relations: Public Relations people provide information about what their organization is doing, what its accomplishments and awards are, and what people need or want to know about it, to reporters from newspapers, radio, television, cable, and magazines. They do this by sending news releases Special Events: Public Relations professionals often arrange special events as a way to both draw media attention to their organization and to provide an opportunity for others to interact with members of their organization. Public Relations people create the idea for the event, do all the planning for it, contact the media about it, develop all the publicity for it, then oversee it when it finally is held. There are hundreds of different kinds of special events that are planned by Public Relations people every day. It may be as simple as a dinner party for a visiting guest speaker at a university, as elaborate as a week-long festival or a city’s 4th of July celebration, as traditional as a city’s Thanksgiving Parade. Crisis Relations. Crises happen. No matter how careful an organization is, simple human or mechanical error can cause major problems for an organization. Their plane could crash, their pastor could get caught in a sex scandal, their product could have a problem and need to be recalled, their plant could have an explosion, their tanker could leak oil in the ocean, one of their employees could set a fire that results in the destruction of thousands of acres of land. Everyday the news is full of crises. When a crisis happens, the public relations professional is the one who coordinates communication with the media, the employees, and other publics important to the organization. He or she sets up the news conferences, provides information to the