Marketing Promotion

1
Marketing Promotion

• Price
• Product
• Place
• Promotion
• Positioning

2
What is Promotion?

• Promotion is the vehicle most entrepreneurs use
  to tell consumers their message.
• It is the KEY element in the success of any new
  venture.
• Using the results of Market Research,
  entrepreneurs use promotion to bring their
  product or service to the attention of their
  target market.

3
Effective Communication

• Entrepreneurs communicate with customers in their
  target market to
• Let them know about a Product or service
  (availability)
• Persuade them to try a product or service
• Remind them the venture is around and thriving
  (awareness)

4
Promotional Activities Include

• Advertising
• Personal Selling
• Publicity
• Sales Promotion

5
Advertising

• Advertising is a message paid for by the venture
  and directed toward the target market.
• The purpose of advertising is to move customers
  through the AIDA formula
• Attention
• Interest
• Desire
• Action

6
Purpose of Advertising AIDA

• Attention- advertising should attract attention
  of customer
• Interest- create an interest in the product or
  service
• Desire- stimulate a desire to have the product or
  service
• Action- encourage customer to seek out and buy
  the product or service

7
Create an Effective Advertising Campaign by
Answering these Questions

1. How do customers currently find out about my
   product?
2. What strategies would help me reach more
   potential customers? (advertisements, flyers,
   personal referrals)
3. How willing are people to try my product or
   service? What would encourage more people to try
   it?
4. What is the competition doing? How can I do it
   better?
5. According to others, how does my product or
   service compare with he competition?

8
Advertising can be Delivered Through a Variety
of Media

• Newspapers
• Magazines
• Radio
• TV
• Interne
• Direct Mail
• Signs in/on transit vehicles
• Directories
• Outdoor billboards

9
Select the Media Form to Reflect the Following
Factors

• The audience you want to reach
• The number of people who will see the advertising
• The trading area to be covered (a neighborhood, a
  city, a province, a country, many countries)
• The budget
• The suitability of the medium to the product or
  service and to the target market

10
Personal Selling

• Selling is what keeps a venture alive and well.
• A good salesperson makes the customer feel like
  the most important person around.
• A salespersons job is to show the customer how
  the features of a product or service meets
  his/her needs.
• Salespersons must be knowledgably about the
  product , be able to answer questions or
  demonstrate the product.

11
Publicity

• Publicity is an unpaid message delivered by the
  media to the target market.
• The media decides if he product or service is
  newsworthy.
• A reporter give a factual account of the product
  or service without trying to persuade customers
  to buy.

12
Sales Promotion

• Sales promotion is an activity undertaken to
  increase sales and support advertising
• Free samples, coupons, free giveaways,
  coordinated programs with charities or other
  businesses, are all examples of promotional
  ideas.
• The Internet promote sales easily, inexpensively
  and fast. (ie. users can print coupons directly
  from web sites)