Advanced Marketing

PromotionDefined:

Communication used to inform, persuade, or educate a target

market about a product/service or business.

Promotional MixStrategies used to promote product or

service;The promotional mix is used in the

promotion plan

AdvertisingSellingSales PromotionPublicity/Public Relations

What is a Promotion Plan?• Vital Part of Marketing Plan• Road-map of promotion activities• Coordinates all elements of

promotion to support overall promotional and marketing objectives

Promotional PlanA Vital Part of the Marketing Plan

PromotionPlan.Chart.Adv.Mktg..docx

Purpose of the Promotion PlanOutline marketing and sales objectivesProvide easy “roadmap” to market

productGives focus and direction to marketing

effortsCoordinates all promotional activities A vital part of the overall marketing plan

Components of Promotion PlanObjective(s)ThemeMediaPersonnelTimingImplementationEvaluation

McDonalds: “Lovin’ It” campaignhttp://nrn.com/advertising/mcdonald-s-

updates-i-m-lovin-it-campaignAssignment: Student work with a partner;

using the Internet, read the article featured in the above. Click on the active links to view the ads.

Apply Promotion Plan ADVERTISING SALES PROMOTION

SELLING PUBLIC RELATIONS/ PUBLICITY

ThemeObjective

MediaPersonnel

TimingImplementati

onEvaluation

ContestsEventsCouponsGive-Aways/ Free Samples

Print BroadcastBillboardsSocial Media/Internet

Trained sales for business-to-business

Trained sales for business to consumer

Human expenditure

Press Releases to media

Focused efforts to communicate positive image

Topics of interest to public

Internal vs. External PromotionPlan for both internal and external promotion

Internal Marketing of ProductsInternal Marketing- marketing or promoting the product WITHIN the businessPurpose:Interact with employees to build product awarenessBuild product knowledgeCreate team atmosphere and common goal for product salesEnsure customer inquiries are consistently addressed correctly

Example: The Falcons’ NestCustomer Inquiry: What is the new “spirit jersey” product that I saw advertised in the winter sale flyer?

How would you answer this question?(Students take a few minutes to answer)

Comparison of responses

The Correct Response:The spirit jersey is a shirt that has become

very popular across college campusesThe shirt is purchased by mostly women and

has become very popular with sororitiesThe shirt is styled like a replica football jerseyOversized; large lettering on the back of the

shirt that extends across the shouldersOur spirit jersey is navy blue with Briar Woods

print across the back in white printIt’s 100% cotton and is VERY comfortable!

External PromotionExternal promotion involves marketing and promoting the product OUTSIDE of the company to prospective customers

Purpose:Generate product salesEnhance public image of product or companyGenerate publicity

External promotion can be business to business or business to consumer

Methods of PromotionTrade shows (Also Called Trade

Shows, Trade Exhibitions or Expos)

AllowancesConsumer promotions

Trade ShowsDefined:

Exhibition organized so that companies may showcase their

products/servicesBusiness to Business Trade ShowBusiness to Consumer Trade Show

Business to Business Trade ShowGrind Master Corporation Exhibits at Trade

Show

Example: Grind MasterMakes products for food and beverage

service industryProducts include: coffee grinders; coffee

and tea brewers; ovens; griddles; food warmers, and many more

Primary customers are business to business such as

Restaurants, cafeterias, corporate offices

Example of“Sell Sheet”Used for Internal andExternal Marketing

Business to Consumer Trade ShowsThe Washington Auto Show premiers

newest cars to consumers

Business to Consumer Trade ShowsVendors showcase latest offerings to consumersPromotes the business and productsProvides detailed product information and leads

consumers towards purchasing decisionsEnables businesses to meet potential customersFace to face conversations with potential customersGather feedback and conduct market researchTypically an entrance fee

Assignment- 50 PointsStudents work with a partnerVisit the website for the Washington Auto Showhttp://www.washingtonautoshow.com/2015-

show-info/exhibitor-listing/Identify the following:

Name of Trade Show

Date, Location, and Times Open

Cost

Exhibitors (name 3)

Sponsors (name 3)

How Are Different Promotional Elements Applied to this Show (Example of how exhibitors may use Sales Promotion; Selling; Advertising;

How Can the Exhibitors Gain Marketing Research from this event?

Promotional AllowancesReduction of the wholesale price for the retailer

Given my manufacturers to retailers to compensate the retailer for promoting the product or line

Consumer PromotionsCouponsPremiumsDealsIncentivesProduct Samples

SponsorshipPromotional Tie-

InsPlacementLoyalty Marketing

ProgramsPoint of Purchase

Displays

Class AssignmentStudents will work individually or with a partner to

develop a consumer promotion for The Falcons’ Nest.

Each group/individual will prepare a PPT presentation that explains the definition and application of their selected form of consumer promotion

Also, within the PPT presentation, students a)will apply this consumer promotion to The Falcons’

Nest b)outline their recommendation and explain how this

promotion will increase sales revenue for the storec)Provide prototype of the promotion (if applicable-

such as coupon; sales promotion ad, etc.)d)Provide detailed plan for implementation