{ Promotion and Personal Selling Lakshya Kaushal Belmira Machado Xander Jacques

 Promotion refers to raising customer awareness of a product or brand, generating sales, and creating brand loyalty Promotion

Six Components of Promotion  Advertising  a form of marketing communication used to encourage, persuade, or manipulate an audience to take or continue to take some action.  Display(Visual Merchandising)  Visual merchandising is the activity and profession of developing the floor plans and three-dimensional displays in order to maximize sales.  Public Relations  the practice of managing the spread of information between an individual or an organization and the public.The aim of public relations is to persuade the public, prospective customers, investors, partners, employees, and other stakeholders to maintain a certain point of view about it, its

 Publicity  the movement of information with the effect of increasing public awareness of a subject  Personal Selling  a promotional method in which one party (e.g., salesperson) uses skills and techniques for building personal relationships with another party (e.g., those involved in a purchase decision) that results in both parties obtaining value.  Sales Promotion  the set of marketing activities undertaken to boost sales of the product or service. Six Components of Promotion

 Answer the six basic questions  Identify why people buy  Distinguish between product and institutional promotions  Identify a theme, slogan, brand, and/or trademark  Conduct a marketing research project  Identify the advertising media to be used in your campaign Six Steps to Creating a Promotional Campaign

 What should I promote?  Why should I promote?  To whom should I promote?  Where should I promote?  When should I promote?  How should I promote? Step 1 :The Six Basic Questions

 Buying motives are the reasons why people buy products and services.  Emotional or Rational Reasons Step 2: Why People Buy

 Rational 1. Convenience 2. Efficiency 3. Durability 4. Dependability 5. Saving/making money 6. Saving time 7. investments  Emotional 1. Love 2. Friendship 3. Sympathy 4. Fear 5. Social approval 6. Pleasure 7. comfort Buying Motives

 Product Promotions :  Product Promotions : An action taken by a company's marketing staff with the intention of encouraging the sale of a good or service to their target market   Institutional Promotions : A marketing approach that demonstrates the goodwill of an organization or individual in order to boost its public relations appeal. Step 3: Product and Institutional Promotions

 Theme  The central idea of a promotional campaign  Slogan  Catchy, easy to remember phrase that summarizes a theme.  Brand  The name given to a line of goods  Trademark  A picture or symbol identifying your product or company Step 4 : Identify a Theme, Slogan, Brand, and Trademark.

 Marketing Research  Gather information about the consumers most likely to buy my product/service  Who are my customers?  Where can I reach them?  When can I reach them?  Market Segmentation  Dividing “ The Market” into smaller, easier to reach, easier to satisfy groups based on their…  Demographics  The defining characteristics of people that can be used to divide large groups into smaller groups  Religion, ethnicity, race, wealth, body types, etc. Step 5 : The Importance of Marketing Research

 Print  newspaper, magazines, directories  Broadcast  TV, radio  Direct Mail  Specialty (Sales Promo)  “Out of Home”  Billboards, Transit  Other  Telemarketing, Movie Ads, Specialty Items, etc. Step 6 : Identify the Advertising Media to be Used in Your Campaign