Lesson Objectives To be able to identify types of promotion To be able to identify types of branding To be able to discuss the benefits of strong branding To be able to discuss ways to build a brand To be able to discuss changes in branding and promotion to reflect social trends To be able to answer sample exam questions based on the topic areas

Guidance from Edexcel

Guidance from Edexcel

From the specification a) Types of promotion b) Types of branding c) The benefits of strong branding: added value ability to charge premium prices reduced price elasticity of demand d) Ways to build a brand: unique selling points (USPs)/differentiation advertising sponsorship the use of social media e) Changes in branding and promotion to reflect social trends: viral marketing social media emotional branding

Starter Are you interested in buying any of these products? Have a look at the next slide too…

Starter How about these?

Starter Discussion Do all products have the same customers? How many ways can you think to segment customers? e.g. Age Does the type of customer affect the way we “speak” to them? Do all products have the same customers? No How many ways can you think to segment customers? Segmentation; age, lifestyle, gender, ethic background, religion, location Does the type of customer affect the way we “speak” to them? Yes you would not sell a product to a 12 year old the same way as you sell to an adult (unless its x box call of duty then one advert seems to please all)

What is promotion? Promotion is the process by which people are encouraged to buy an organisations product or service. Promotion to; Inform Persuade Remind

What does promotion do? Let’s customers know what the business is Attracts the customers to buy from the business Offers an “incentive” to the customer to buy...

Above the line advertising (ATL) Advertising to a mass audience; TV adverts Online adverts Cinema adverts Daily Newspaper adverts Advantage: Reaches a large audience Disadvantage: Very expensive to make an advert and air it – for example Channel 5 is £17,000 every time its on

Below the line Advertising Below the line is more personal advertising to niche markets; It is used to develop attitudes create awareness Communicate information in order to gain a response from the target market

BTL Advertising media Leaflets / flyers Posters Local Radio advert Billboard Web Site banners and pop ups Local newspaper adverts Taxi sides Magazines Brochures Local Magazines YouTube Facebook IPhone apps Adverting bikes for sale on a cycling App is an excellent way to get your message across to your target niche market

Personal selling 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 For example salesmen and saleswomen are often used to sell cars or home improvements where the profit margin is high. These photos show a keen cyclist being fitted for a £5,000 racing bike using specialist equipment in a cycle shop.

Is this reminding, informing or persuading? Personal selling Cadence cycles offers a bike fitting service Read about it on the website here and also see the video here Is this reminding, informing or persuading?

Is this reminding, informing or persuading? Public Relations Newsletters Press Releases Blogs Photos Public relations abbreviated as PR, is the actions of a business, in promoting goodwill between itself and; the public, the community, employees, customers, etc. This can also be stunts such as Richard Branson in a Virgin balloon! Is this reminding, informing or persuading?

Direct Mail Is this reminding, informing or persuading? 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 them To buy again Is this reminding, informing or persuading?

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 a massage cushion) Encourages consumers to try a product (e.g. a mushroom or a walking stick) Is this reminding, informing or persuading?

Is this reminding, informing or persuading? 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 Is this reminding, informing or persuading?

Types of promotion

Types of promotion recap Advertising Includes; brochures, leaflets, choice of advertising media, radio, print, TV Sales promotion Includes competitions, vouchers, deals, money off Publicity Includes speeches, PR stunts and sponsorship Personal Selling Includes telemarketing and sales people

Guess the type of promotion.. Middle is Richard Branson the king of the PR stunt http://www.businesspundit.com/10-greatest-virgin-pr-stunts-of-all-time/

Homework Finish your worksheet and follow the instructions.