Below the line Promotion Promotion that does NOT depend on media.

Direct Marketing Sending info by post, telephone or . Can be unpopular, but is effective. Can target market effectively.

Exhibitions and Trade Fairs Chance to show how products works (important for technical products). Helps to gauge consumer reaction before a new product launch. Helps international marketing. Can attract press coverage. Chance to see competitors. Enables potential customers to asks questions.

Sales promotions: Short term boosts! Coupons & loyalty cards Competitions Endorsements Product Placement Free Gifts Credit Terms

Benefits of Sales Promotions Can help to launch a new product, or as an extension strategy. Encourage people to sample products. Customers feel that they have been rewarded, and become loyal as a result. Customers identify products with things they like (Nike & Tiger Woods). Rewards cards can give feedback on customer spending.

Branding A name, design, logo or other feature that enables consumers to identify a particular product, and differentiates it from competitors. Brands can be legally protected by trademarks.

Merchandising Influencing consumers at the point of sale. Displays Store layouts Lighting and smells.

Packaging Must protect the product Must be convenient for consumers and distributors Should be well-designed. Should include important information. Can be environmentally friendly.

Personal Selling Using personal contact to help sell a product. Can be done in person or by phone. Enables personal attention to be given to customer needs. Note – Can be expensive, and many consumers dislike cold-calling.

Public Relations. Improving sales by managing the image of the business and its products. Newspaper stories are free and may be taken more seriously by consumers. Press conferences and press releases can be arranged by the business. Can be a very low cost form of promotion.

Public Relations cont’d PR managers can help to manage adverse news stories too (eg a chemical leak, or product recall). Charitable donations help a firm’s image. Sponsorship of events can help publicise a business. Company visits can help improve relations with the local community.