jones blair case
TRANSCRIPT
Jones • Blair
Marketing 494 Professor Shield
Monday 7:00PM – 9:45PM
Elizabeth Aroyan Jeremy Dunbar Roxanne Gahol Jennifer Mak Anna Nguyen
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Promotional Mix..............................................................................................................................3 Promotional Objectives....................................................................................................................3 Creative Appeal...............................................................................................................................4 Media Schedule................................................................................................................................5 Personal Selling...............................................................................................................................6 Channel Promotion..........................................................................................................................7 Direct Marketing..............................................................................................................................8 Advertising.....................................................................................................................................10 Sales Promotions............................................................................................................................11 Support Promotions.......................................................................................................................12 Public Relations.............................................................................................................................13 Budget............................................................................................................................................14
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Promotional Mix
The following shows each communication platform that will be used and its percent share:
These promotions will be directed toward our two main audiences: urban
professionals/contractors and rural DIY consumers. The push strategy will mostly be used
toward professionals/contractors to increase sales volume and attain and maintain accounts; the
pull strategy will mostly be used toward consumers to increase their brand recognition and
demand for Jones • Blair.
Promotional Objectives
• Increase professional/contractor sales volume/gallonage
• Increase number of professional/contractor accounts
• Increase consumer brand recognition and loyalty
• Increase consumer trial and demand
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Creative appeal
• Hard sell messaging will be used for the push strategy and will focus on the tangible
characteristics of the product and account services that are important to
professionals/contractors.
• A mix of hard and soft sell messaging will be used for the pull strategy. The hard sell
messaging will focus on ease of use, convenience, and other tangible attributes
communicated through information channels (books and guides, videos, and
knowledgeable sales representatives). The soft sell messaging will focus on creating
resonance with the Texan lifestyle by using the state silhouette, flag, and colors (red,
white, and blue) on promotional materials. This will also create a country/state-of-origin
effect to reach one of our VALS segments, Believers, who favor U.S. products. The
created sense of pride in purchasing a product manufactured in the home state of DIY
consumers should increase brand loyalty.
Media schedule
• A continuous scheduling strategy will be used because there are no significant seasons
for promotions or the purchasing of paint.
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MEDIA SCHEDULE Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Personal Selling
Prospecting ★ ★ ★ ★
Merchandising ★
★
★
★
In-store reps
★
★
★
★
Servicing ★ ★ ★ ★ ★ ★ ★ ★ ★ ★ ★ ★
Channel Promotion
Sales bonuses ★ ★ ★ ★ ★ ★ ★ ★ ★ ★ ★ ★
Display allowances
★
★
★
★
Tie-in contests
★
★
★
Direct Marketing
Catalogs ★
★
★
★
Direct mail
★
★
★
★
Telemarketing ★ ★ ★ ★ ★ ★ ★ ★ ★ ★ ★ ★
E-mail ★ ★ ★ ★ ★ ★ ★ ★ ★ ★ ★ ★
Web site ★ ★ ★ ★ ★ ★ ★ ★ ★ ★ ★ ★
Advertising
POP’s ★ ★ ★ ★
Print ★
★
★
★
Broadcast ★ ★ ★
Outdoor ★ ★ ★ ★ ★ ★
Sales Promotions
Premiums and gifts ★ ★ ★ ★
Sampling ★ ★ ★
Coupons ★ ★ ★
Sweepstakes ★
★
Support Promotions
Events
★
★
Sponsorships ★ ★ ★
Public Relations
Charity donations
★ ★
Corporate ads ★ ★ ★
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PERSONAL SELLING
• Objectives
1. Search for more prospective accounts
2. Communicate a professional and knowledgeable brand image
3. Close more sales
4. Service accounts better
• Prospecting
o During the beginning of the year, the sales-force will focus on spending time in
the field analyzing the market and determining how marketing could better
generate professional/contractor sales leads.
o After aggressive prospecting, CRM software will be used for the rest of the year
to target the accounts with the most potential profitability.
• Merchandising
o Sales reps will visit stores every 3 months to ensure displays are set up and
presented properly.
o Sales reps will continue to monitor inventories of paint and sundries through
computerized inventory but also make sure the products are stocked in the shelf
location that was paid for during these 3-month visits.
• In-store reps
o After making sure the products and displays are merchandised correctly, sales
reps will be sent to retailers the month directly after to address any questions and
concerns of consumers and store employees, such as application, color matching,
surface preparation, or durability.
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o Specialty paint and lumberyards are most frequented by professionals so sales
reps sent to these locations will also be able to take orders in-store and/or record
contact information to enter into the CRM database.
• Servicing
o Providing excellent service to the most profitable accounts will improve brand
loyalty and repeat purchases.
o Important account management tasks will include order taking, billing and credit
extensions, bid creation, project planning, and warranty management.
CHANNEL PROMOTION
• Objectives
1. Motivate sales reps to generate more leads/sales and better service accounts
2. Increase sales volume from retailers and professionals/contractors
• Sales bonuses
o Currently the sales reps are paid salary with 1 percent commission on sales and
have only added 5 accounts within the last 5 years.
o The commission percentage will be increased to 3 percent, but the sales/new
account quota will also increase to drive business growth.
• Display allowances
o Although the sales reps will visit retailers to ensure the displays are set up
correctly, the retailers will be the ones setting them up every 3 months and they
will be paid to do so.
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• Contests
o Along with the commission percentage and sales quota being increased, the sales
rep that exceeds the quota by the largest percentage will win a contest.
o These contests will be sponsored by Gulliver’s travel agency in Fort Worth, Texas
and will take place every 4 months. The winner will receive a paid vacation trip,
which may not be redeemed during peak selling periods, as there are only 8 sales
reps.
DIRECT MARKETING
• Objectives
1. Support prospecting not geographically efficient by personal selling
2. Encourage repeat business from professionals/contractors
• Catalogs
o Seasonal catalogs will be sent 4 times per year to current accounts as well as
professionals/contractors whose contact information has been recorded in the
CRM database.
• Direct mail
o Follow-up mailings will be sent the month after the seasonal catalogs to make the
sale by explaining how to buy, how to order, where to call, and how to pay for the
purchase.
• Telemarketing
o Through the CRM software, clients with the most potential profitability or need
for repurchase will be contacted to generate sales.
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o Sales reps will also service accounts and take orders through inbound
telemarketing.
o Similar to telemarketing, e-mails will be sent to current clients and sales prospects
in the CRM database to remind them how to purchase from Jones • Blair.
• Web site
o The main web site will be designed for consumers. Articles and videos about
color trends, color matching, application, color matching, surface preparation, and
decorating ideas will be available to viewers along with other FAQs in text form.
Viewers will also be able to upload a picture of the room they are trying to paint,
where they can virtually paint the walls any color. If the dimensions of the room
are given, the amount of paint needed will be calculated and displayed. Once they
find a color that best matches their product, the paint can be ordered through the
web site or the nearest retailer where the product is available.
o The professional/contractor section of the web site will focus more on the
products, account services, and volume prices provided by Jones • Blair. Current
clients can log in to order more paint, sundries, or get color support. Similar to the
consumer section, clients can upload a photo of their project location and change
the colors, but it will be more detailed factory tinting. If the online application is
not accurate enough, a contact form can be sent to a sales rep/consultant that can
provide more specific color, quantity, and pricing information.
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ADVERTISING
• Objectives
1. Increase brand recognition
2. Create a country/state-of-origin appeal to increase brand loyalty
• POP’S
o In-store reps will work alongside their display in a branded section of the paint
department where paint cards/chips, actual samples, guides, and other resources
will be available.
o Jones • Blair will continue to advertise in newspapers and magazines.
• Broadcast
o Limited commercials will air on HGTV and during ABC’s Extreme Makeover:
Home Edition due to budget constraints.
o Because Texas is heavily involved in sports (Dallas Cowboys, Houston Texans,
Texas Rangers, Houston Astros, Houston Rockets, San Antonio Spurs, Dallas
Mavericks), commercials will air during the beginning of sports seasons (baseball
in April, football in August, basketball in November). If there is not enough
budget to air limited commercials on ESPN, local channels will be contacted, as
high school and NCAA football is also intensely followed.
• Outdoor
o Bold billboards will display the Texas-centered creative campaign involving red,
white, and blue colors, which are part of the U.S. and Texas flag, along with the
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phrase “Texas Made” because Jones • Blair is manufactured in Texas. This will
create the country/state-of-origin effect. The following is some concept art:
SALES PROMOTIONS
• Objectives
1. Stimulate trial and sampling
2. Attract brand switchers
• Premiums and gifts
o On-pack premiums will be banded to paint products and have the Jones • Blair
logo on them. Some examples include paint can openers, stir sticks, and our DIY
Painter Guide.
o There will also be banded packs of paint along with beginner level sundries
(brush, disposable trays, etc.)
• Sampling
o Every 4 months the Jones • Blair web site will offer and ship free paint samples
(one per household per promotional period). Free samples will be available from
the sales rep during store/POP visits in limited quantities. The highest priority
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professional/contractor accounts will receive free samples of the
newest/innovative products, such as the 2-in-1 paint + primer, paints with lower
VOCs to meet environmental regulations, and organic paints to promote
sustainability.
• Coupons
o Cents-off coupons will be mailed to those who received a free sample by leaving
their contact information to encourage a sale after trial and not lower the premium
brand image/pricing in public.
o Professionals/contractors will receive coupons for Jones • Blair sundries after
purchasing a certain amount of gallons and also discounts for purchasing more
volume.
• Sweepstakes
o Every 6 months there will be a sweepstakes sponsored by Ford Motor Company
to win a brand new Ford Ranger (2011 MSRP $18,160). Awareness of this
sweepstakes will be created through celebrity endorsements by Country music
singers.
Support Promotions
• Objectives
1. Increase brand presence within the community
2. Support the Texan-lifestyle resonance strategy
• Events
o In February Jones • Blair will attend the Houston Livestock Show and Rodeo,
which is the world’s largest live entertainment and livestock exhibition (rodeo is
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the official sport of Texas). Brand ambassadors with branded clothing will be
handing out specialty advertising (pens, shirts, beer cozies, etc.).
o Jones • Blair will also purchase a vendor space at the State Fair of Texas held in
Dallas, which is the largest state fair in the U.S. Along with specialty advertising,
sales reps will attend and offer information and samples as they would at an in-
store POP.
• Sponsorships
o Jones • Blair will sponsor local football, basketball, and/or baseball teams.
PUBLIC RELATIONS
• Objectives
1. Associate the Jones • Blair brand with good causes
2. Provide information about compliance and progress toward sustainability
• Charity donations
o As mentioned in the distribution section, paint will be donated to home
transformation and restoration programs and TV shows and charities, such as
Extreme Makeover: Home Edition.
• Corporate ads
o Ads will be created that focus on the reduction of emissions of VOC’s,
development of organic paints, and other steps Jones • Blair is taking to satisfy
the sustainability image.
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Budget
50%
5% 5%
15%
15%
5%5%
Personal Selling
Channel Promotion
Direct Marketing
Advertising
Sales Promotions
Support Promotions
Public Relations