Think of it like a cake mix - the basic Think of it like a cake mix - the basic ingredients are always the same. ingredients are always the same. However if you vary the amounts of However if you vary the amounts of one of the ingredients, the final one of the ingredients, the final outcome is different. outcome is different.

It is the same with promotions. You It is the same with promotions. You can 'integrate' different aspects of can 'integrate' different aspects of the promotions mix to deliver a the promotions mix to deliver a unique campaign. unique campaign.

The Promotions MixThe Promotions Mix

The elements of the promotions mix The elements of the promotions mix

are:are: Personal Selling Personal Selling Sales Promotion (incl. Trade Fairs Sales Promotion (incl. Trade Fairs

and Exhibitions)and Exhibitions)Public Relations (incl. Sponsorship)Public Relations (incl. Sponsorship)Advertising (incl. Direct Mail)Advertising (incl. Direct Mail)

Personal SellingPersonal Selling

Personal Selling is an effective way to Personal Selling is an effective way to manage personal customer relationships. manage personal customer relationships.

The sales person acts on behalf of the The sales person acts on behalf of the organization. organization.

They tend to be well trained in the They tend to be well trained in the approaches and techniques of personal approaches and techniques of personal selling. selling.

However sales people are very expensive However sales people are very expensive and should only be used where there is a and should only be used where there is a genuine return on investment. genuine return on investment. For example salesmen are often used to sell For example salesmen are often used to sell

cars or home improvements where the margin cars or home improvements where the margin is high. is high.

Think about an experience that Think about an experience that you’ve had with a salesperson. you’ve had with a salesperson. What makes a good sales pitch?What makes a good sales pitch?What makes a bad sales pitch?What makes a bad sales pitch?

Good Sales PitchGood Sales Pitch KnowledgeableKnowledgeable Friendly, politeFriendly, polite StraightforwardStraightforward Able to answer Able to answer

questionsquestions

Bad Sales PitchBad Sales Pitch Unknowledgeable/ Unknowledgeable/

confusedconfused PushyPushy RudeRude Unable to answer Unable to answer

questionsquestions

Sales PromotionSales Promotion Sales promotion tends to be thought of as being Sales promotion tends to be thought of as being

all promotions apart from advertising, personal all promotions apart from advertising, personal selling, and public relations. selling, and public relations.

Can include:Can include: Money off promotions (25%, BOGO)Money off promotions (25%, BOGO) Coupons (www.save.ca) Coupons (www.save.ca) CompetitionsCompetitions Free acessories/samples (ex. Free blades w/ new razor, Free acessories/samples (ex. Free blades w/ new razor,

free hand lotion w/ body lotion)free hand lotion w/ body lotion) Introductory offers (ex. buy digital TV and get free Introductory offers (ex. buy digital TV and get free

installation) installation)

Each sales promotion should be carefully costed Each sales promotion should be carefully costed and compared with the next best alternative!!!and compared with the next best alternative!!!

Trade Fairs and Trade Fairs and ExhibitionsExhibitions

Such approaches are very good for Such approaches are very good for making new contacts and renewing making new contacts and renewing old ones. old ones.

Companies will seldom sell much at Companies will seldom sell much at such events. The purpose is to such events. The purpose is to increase awareness and to increase awareness and to encourage trial. encourage trial.

They offer the opportunity for They offer the opportunity for companies to meet with both the companies to meet with both the trade and the consumer. trade and the consumer.

Public Relations (PR)Public Relations (PR) Public Relations is defined as Public Relations is defined as 'the deliberate, 'the deliberate,

planned and sustained effort to establish planned and sustained effort to establish and maintain mutual understanding between and maintain mutual understanding between an organization and its publics' an organization and its publics' (Institute of (Institute of Public Relations). Public Relations).

It is It is relativelyrelatively cheap, but certainly not cheap. cheap, but certainly not cheap. Successful strategies tend to be long-term Successful strategies tend to be long-term

and plan for all eventualities. and plan for all eventualities. All airlines exploit PR; just watch what All airlines exploit PR; just watch what

happens when there is a disaster. happens when there is a disaster. The pre-planned PR machine clicks in very The pre-planned PR machine clicks in very

quickly with a very effective rehearsed plan.quickly with a very effective rehearsed plan.

SponsorshipSponsorship

Sponsorship is where an organization Sponsorship is where an organization pays to be associated with a pays to be associated with a particular event, cause or image. particular event, cause or image.

Companies will sponsor sports events Companies will sponsor sports events such as the Olympics or Formula such as the Olympics or Formula One. One.

The attributes of the event are then The attributes of the event are then associated with the sponsoring associated with the sponsoring organization.organization.

AdvertisingAdvertising

Advertising is a 'paid for' communication. Advertising is a 'paid for' communication. It is used to develop attitudes, create It is used to develop attitudes, create

awareness, and transmit information in order awareness, and transmit information in order to gain a response from the target market. to gain a response from the target market.

There are many advertising 'media' such as There are many advertising 'media' such as newspapers (local, national, free, trade), newspapers (local, national, free, trade), magazines and journals, television (local, magazines and journals, television (local, national, terrestrial, satellite) cinema, outdoor national, terrestrial, satellite) cinema, outdoor advertising (such as posters, bus sides).advertising (such as posters, bus sides).

Direct MailDirect Mail

Direct mail is very highly focused upon targeting Direct mail is very highly focused upon targeting consumers based upon a database. consumers based upon a database.

As with all marketing, the potential consumer is As with all marketing, the potential consumer is 'defined' based upon a series of attributes and 'defined' based upon a series of attributes and similarities. similarities.

Creative agencies work with marketers to design Creative agencies work with marketers to design a highly focused communication in the form of a a highly focused communication in the form of a mailing. mailing.

The mail is sent out to the potential consumers The mail is sent out to the potential consumers and responses are carefully monitored. and responses are carefully monitored. For example, if you are marketing medical text books, For example, if you are marketing medical text books,

you would use a database of doctors offices as the basis you would use a database of doctors offices as the basis of your mail shot.of your mail shot.