This week – fruitsofsuccess- is celebrating with a Marketing Week.
There will a new post each day on a marketing related topic . Today’s
subject is....
Promotion ( Marketing Communications)
Marketing communication will have one or more of
these objectives:
·
To obtain orders directly
·
To pull through business
·
To generate leads and enquiries
·
To launch new products or market
segments
·
To differentiate from the
competition
·
To create or maintain an image
·
To create, maintain, or increase
product awareness
·
To provide information
Here are ten main avenues of marketing
communication open to a company to promote its products or services.
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| Large poster sited at a railway platform |
MEDIA ADVERTISING
PUBLIC RELATIONS
SALES PROMOTIONS
PERSONAL SELLING
DIRECT MAIL
TELEMARKETING
EXHIBITIONS
THE INTERNET
SPONSORSHIP
SOCIAL MEDIA
PUBLIC RELATIONS
is any publicity via Press, TV or other medium which
is not directly purchased
by a company. Public Relations is not
only concerned with communication to achieve a direct marketing
result but also for the wider purpose of creating a favourable climate or
attitude towards a firm as a whole. Not
only consumers but also employers, shareholders and suppliers are the overall
`public' being influenced.
 |
| Sampling of a confectionery bar Risska at a market fair in Budapest Castle Notice the Hungarian national colours in the cow's spots - all designed to catch attention |
Sponsorship is becoming an increasingly important
way of attracting customers. Sponsorship
of people and events, and diaries, calendars, ashtrays, etc. have also been
widely used as sales promotions for many years.
PERSONAL SELLING is use of a sales force in one of
four categories:
Trade Selling
- as the sales and
information link to middlemen, such as distributors, wholesalers, or retailers
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| Beautiful display from a stall in the famous covered market in Budapest near the Liberty Bridge |
"Missionary"
Selling - where advice, assistance and sales effort is devoted to persuading
specifiers, design engineers, etc. to incorporate or recommend use of a
product, often highly technical, in their own products or as part of the
overall manufacturing process.
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| Example of 'pull through' the customer goes to the pub for their pint not the brewery |
Pull-through Selling
- persuading end-users or
customers to buy the company's products from a middleman - usually from an agent
or franchise holder.
Direct
Selling - locating and closing new business and
developing business with existing clients.
The type of salesperson employed and their number,
organisation, training and motivation must be carefully planned so that the
'selling style' suits the market in which the sales team is operating.
DIRECT MAIL has the attraction that the company can quickly and selectively inform a
high proportion of potential customers about its products. Although the wastage is generally very high
indeed, direct mail can still be cost-effective, even with a very small success
rate (on average 2% is a good response rate) because the personnel cost of the
method is very low. This form of
promotion is growing rapidly with application of computer databases and
technological changes in printing techniques driven by computer systems and
sophisticated printed presses.
TELEMARKETING
increases contact, its cheaper, its professional and
it can produce excellent results. Link
it into a direct mail campaign. Remember
that telemarketing follow can produce a 3-10 times better return.
EXHIBITIONS
(and Trade Fairs) are used to provide a showcase for
the company and its products. The
attraction to the exhibitors is that the exhibition visitors are, in the main,
likely to be potential buyers; the attraction to the exhibition visitors is the
opportunity conveniently to see and compare different competitive offers.
SPONSORSHIP is the positive aspect that can improve audience awareness, help with
your public image, and increase exposure.
Its negative side is if it is undertaken without coherent objectives and
there is no tangible return – it’s charity!
But it can work – Yes!
SOCIAL MEDIA
No longer is social media the new kid
on the block. Nor is it particularly distinct from industrial or traditional media as now it is pretty much accepted as part of the marketing promotional mix.
Social media as a marketing tool is flexible, extensive, swift,
inexpensive, can foster brand awareness, and increase customer service.
It provides useful and valuable measurable data on trends,
consumer interaction, feedback, public opinion, brand activity, and customer
buying habits.
The Internet has overtaken television as the largest
advertising market of all as banner and pop-up ads showcase a vast array of
products and services.
METHODS OF SETTING YOUR MARKETING COMMUNICATIONS
BUDGET
a) Percentage of sales revenue
b) Competitive
c) Whatever we can afford
d) What we did before plus inflation
e) The Task Approach - specific objective
- detailed
campaign
- resources
and restrictions.
You must measure the effectiveness of your channels
by referring to your original objectives.
thank you for your interesting infomation.
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