objective increase demand for existing customers persuade targeted audience to change brands develop...
TRANSCRIPT
Sage Bookstore
Objective
• Increase demand for existing customers• Persuade targeted audience to change
brands• Develop customer loyalty
• Internet• Low cost , interactive
capabilities, Easy to use
• Radio• Local acceptance, low
cost , high demographic selectivity
• Direct email • Flexibility, no ad
competition, allows personalization
Social Media • Stepping outside the box
• Sharing my Expertise
• Never stop growing my network
• Twitter Giveaways
• Leverage Linked-In
Social Networking • Save money
• Blogging
• Pay Per click
– Google.com
– Bidvertiser.com
• Video Advertising
– YouTube
Execution style•Persuasive
•Fantasy media –Generation X will be pulled in
–Using a media appropriate approach.
Adverising
Target market
• Generation X Latch key kids individualistic Desire a chance to learn
Budget
Objective and task Method
1. Accomplish with promotion
2. Task needed to achieve objectives
3. Cost of performing tasks
Push Pull
Promoting • Vender at fairs
• In Parades
• Sidewalk sales
• Help launch new product
• Build customer relationship
• Build business
Discount cards(BOGO) Up to 50% off a bookSample Pastries Free GiveawayImprint company name on pens,
paper, calanders etc
Sales person to represent
Update biographies and photo ads
Be familiar with reporters
Attend industry networking events
Chamber of Commerce
Local Charities
Sponsor Local Sport Teams
Leverage Existing Customers
Public Relations
• Local Charities
• Sponsor local sport teams
• Leverage existing customers
Personal selling •Hire perso
n to help out
• Freelancer
• Intern
• Independent contra
ctor
· Generating inquiries · Opening doors · Building traffic (for your store, Web site, trade show, etc.) · Generating awareness (for new product introductions, etc.) · Fund raising · Selling products (mail order)
Direct Marketing
Direct Mail• USPS direct mail
• Self- mailers
• Mailings (letters, Brochure, and response cards)
• Mail items and other types of gifts
• E-mail campaigns
• Fax campaigns
Internet Marketing • Promoting sales
• More targeted
• Flexible
• More responsive
• Affordable
Telemarketing • Post card mailing
• Response cards
• Early bird discount
• Trial offer for book club
Direct-Response Advertising • Radio
• Flyers
• Newspapers
– They hear, read abut product
– Call toll-free number to place order
Public Policy • Problem
Identification
• Policy Formulation
• Policy Adoption
• Policy Implementation
• Policy Evaluation