17 18 sbm15e ppt ch17 ch18 promotion global.ppt · the expansion of international business:...
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© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible Web site, in whole or in part.
PowerPoint Presentation by Charlie Cook, The University of West Alabama
Promotional PlanningPromotional Planning
PART 4
Focusing on the Customer:
Marketing Growth Strategies
PART 4
Focusing on the Customer:
Marketing Growth Strategies
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17–6
Promotional Mix
A blend of nonpersonal, personal, and special forms for communication techniques aimed at a target market over time
• Makeup of the mix is determined by:
�Geographical nature of target market
�Size of promotional budget
�Product characteristics
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17–8
Promotional Messages
Put the “right message”, in front of the “right person” at the “right time”2 Types of messages (simplified)
“We Exist” (give them a “WHY”) or “Buy Now” (give them a “NOW”)
TASK TIMING FREQUENCY MESSAGE $ COST
INC. Magazine
Spring Monthly –2 months
“We Exist” 2,500/mth
LA Times Summer Weekly (Friday 4 weeks)
“Buy Now” Summer Promo
1,200/week
Content marketing (social media, Blogs)
Year round
Four times a week
“We Exist” AND
“Buy Now” (promo items)
1,500/week
Etc.
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17–10
Gantt Chart for Promotion
Shows time layout with tasks listed -
helpful to determine coverage over time and
consistency of message
Download from my web page (in MS Excel) – Go to “Entrepreneurship Resources”
http://instruction2.mtsac.edu/rjagodka/Spreadsheets/free-gantt-chart-template.xls
Content Marketing
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17–11
Gantt Chart – Visually Shift
Before analysis: Go FROM:
After analysis: Change TO:
Content Marketing
Content Marketing
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17–13
Exhibit 17.2 Four-Step Method for Determining a Promotional Budget
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17–14
Proceed to
develop
promotion at
WTDJ level
Comparing Alternative Promotion Expense Estimates
Compute WTDJ
Is WTDJ equal to
or less than others?
Compute average of
WTDJ, APS, WCS, and ACS
Compare WCS with
computed average
Is WCS equal to or
greater than average?
Proceed to
develop
promotion at
average level
Seek additional
funds to
supplement
promotion
YES
NO
NOYES
Key Terms:
WTDJ: What it will take to do the job
APS: A percentage of sales
WCS: What can be spared
ACS: As much as the competition spends
START
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17–24
Compensation for Salespeople
• Nonfinancial Rewards
� Personal recognition of employees by the firm
� Plaques and “Employee of the Month” awards
� Providing “perks” to superior performers.
� Personal satisfaction drawn by salespersons from doing their work well.
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17–25
Compensating Salespeople
• Commissions
� Compensation paid as percentage of
sales productivity.
� Strong sales motivator
• Straight salary
� Compensation paid regardless of sales made.
• Combination of commissions and salary
� Balance of two compensation forms is adjusted to provide an increasing proportion of commission as salesperson gains experience. - Most attractive for new salesperson
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17–26
1. How to Promote a restaurant in tough times?
Short FILM
2. How to Get Customers With NO Ads? FILM
2. Promote your focus
3. FREE stuff
� Do you EXPECT free food at Costco?
� Magnets on refrigerator, T-shirts
“Advertising That Works”
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Creative Advertising - BAGS
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17–34
Creative Advertising
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17–36
Creative Advertising
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17–37
Creative Advertising
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Old Ads The DON’T Work
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Old Ads The DON’T Work
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Old Ads The DON’T Work
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17–52
Sales Promotion Tools
• Trade Show Exhibits�Provide hands-on experience with products at
less cost than personal selling.
• Making Trade Show Exhibits Effective� Check out the trade show’s history.
� Prepare a professional-looking display.
� Have a sufficient quantity of literature on hand.
� Make sure you have a good product.
� Do pre-show promotion.
� Have a giveaway or gimmick.
� Train booth personnel.
� Follow up!
� Freebies
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17–56
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17–57
Small Businesses as Global Enterprises
• Globalization
�The expansion of international business:
� Converging market preferences
� Falling trade barriers
� Integration of national economies.
• Born-global Firms
�Small companies launched with cross-border business activities in mind
• Size does not necessarily limit a firm’s international
activity,
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17–59
Strategy Options for Global Enterprises17-4
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17–60
Film: Expanding Internationally (20 min)
Open a McDonald’s in Russia
Answer these questions while watching:
1. What challenges did they face?
2. What were the keys to success?
3. What is your “take-away”?