Chapter 10 week 4 Marketing Communication s and Personal Selling Marketing Communications To be effective, your marketing communication s need to have impact. Communications Strategies • An image strategy presents a good image of your product, brand, service, or business. Communications Strategies • A demonstration strategy makes the product available to your prospects. • A motivational strategy builds a compelling argument or feeling that should lead to a purchase. Communications Strategies • An information strategy communicates facts that make you appealing. Communicating Clearly • Your message needs to be clearly presented and direct to be effective. • A picture can be worth a thousand words. Communicating Clearly • Give your brand a clear personality. • Define its personality as if it were alive. • Show the personality through all your marketing communications. Pull Power • Pull power is the ability of a marketing communication to draw people to a place or event. • Smaller or local marketers focus on this measure, which is the primary goal of local advertising. • For effective pull power, give people a reason to act. Stopping Power • If you can get an ad to stop people in their tracks, you have stopping power. • Some ways to do this: – Force an emotional response. – Surprise your audience. – Demand audience participation. Writing Well • Get to the point quickly. • Use active voice. • Don’t use “big” words when a simpler word will do. • Use simple verb tenses. • Rewrite until you get it right. Employing Great Visuals Choose images that are: • Visually compelling. • Easily recognizable. • Relevant to your appeal. Personal Selling •• Selling face-to-face is when sales are the If sales if the focus of your marketing, focus of your marketing. the quality of your salespeople is important. • very First determine if sales is the focus of your marketing. Personal Selling • Sales and service go hand in hand. • The sales process must include a service recovery step, to repair a customer service problem. • Every business has customer service problems. Personal Selling • Know what makes your customers unhappy. • Generate a list of the top five warning signs of an unhappy customer. • Try to convert anger into purchases. Generating Sales Leads Consider these alternatives: • Your Web site. • Joining a professional association to network. • Direct-mail campaigns. • Telemarketing. • Trade shows. • Event sponsorship. Qualifying Sales Leads • Gather enough information about a potential customer so you can ensure he or she fits your customer profile. Summary • Polish and clarify your marketing communications to cultivate a strong brand personality. • Use stopping power and pull power to get attention. • Service is a key part of personal selling. • Train your sales reps to qualify leads. Chapter 11 Week 4 Advertisin g Types of Advertising • Print advertising still leads in advertising dollars, except for the major brands, which market largely on television. • Outdoor advertising – signs, posters, billboards, flags, and banners – is an undervalued, yet highly effective medium. • Modern technology is making radio, video and television more flexible and affordable for all marketers. Print Advertising • Media buying involves checking the rate sheets and schedules for magazines or newspapers to compare prices. • Full page ads are generally a good buy. Print Advertising • A direct-response ad asks readers to take a measurable action like call, fax, or go to a store. • In your ad campaigns, making small purchases and then measuring the outcomes is the safest approach. Print Advertising • Brochures can be produced inexpensively, but make sure you have a clear purpose for designing a brochure. • First consider: – Who will read the brochure? – How will they get the brochure? – What should they discover and do from reading the brochure? Font vs Typeface • Font refers to one particular size and style of a typeface design (such as 10-point, bold, Times New Roman). • Typeface refers only to the distinctive design of the letters (Times New Roman, for example). Billboard Advertising • Billboards are like print ads, only bigger. • The cheapest form of advertising, billboards are challenging to design but can reach many people. Radio Advertising • Radio has an enormous reach, or number of viewers who see an ad. More people listen to the radio daily than watch television or read newspapers. • Effective radio creates strong mental images for the listener. Television and Video Advertising • New technologies are multiplying the options for video and television advertising. • Hire a professional production company or your television ad risks look cheap. Television and Video • Good television ads rely on strong writing, coupled with high quality production. • Try to craft an emotional appeal with the writing of your advertisement. Television is excellent for conveying emotional impact. • For Website video, you can do it yourself and save money. Purchasing TV Time • Buying ad time can be tricky. You need to know how rich in target viewers a television audience is to figure out whether an ad in that space is a good buy or not. • Rating points tell you only the size of a program’s audience, not the match between the audience and your target market. Purchasing TV Time • You need to know if you’re reaching the people who are your customers. • Reach is the number of viewers who see an ad. • Frequency is how many times they see the ad. Summary • Print advertising is the most common form of advertising. • Outdoor media, such as billboards, banners, and signs, as well as radio, are often overlooked. • New options in video and television are opening up all the time. • Always start small and monitor the results of your advertising to see what’s working and how you can make your marketing dollars go further. Chapter 12 week 4 Publicity, Public Relations, and Sales Promotions Publicity and Public Relations • Publicity draws attention to your product or company, in an inexpensive way. • Public relations is the active pursuit of publicity for marketing purposes. Publicity • People are more likely to buy products and services that receive positive publicity. • Companies hire publicists and public relations specialists to handle their publicity. Many have full time public relations staffs. Dealing With Journalists • Understanding what is a good story from a reporter’s perspective will help you gain positive publicity. • A good story will have a strong hook, something interesting to the public that makes the story newsworthy. Dealing With Journalists • Cultivate journalists by getting to know them and what they cover. • Be careful what you say – they do not work for you. • Understand reporters’ needs and how they are different from yours. Effective News Releases • Post Include your something press releases useful,onsuch yourasWeb a site.of tips or rules. list • Position Send releases yourself to as every an expert local editor in your area,on authority noamatter broader how subject. small their or station. • publication Keep your press releases brief. Word of Mouth (WOM) The right kind of word of mouth, or what consumers tell each other about your products or services, is great publicity. Getting Positive WOM • Make your product special. • Do something noteworthy in the name of your product or company. • Use exciting promotions. Getting Positive WOM Find and use the decision influencers, the people in a market who exert strong influence over others’ opinions. It may be a trade publication editor, a businessperson, or anyone who others respect. Sales Promotion A marketing initiative that’s designed to boost sales. Types of Sales Promotions • • • • Coupons Discounts Premiums Competitions • Frequent user/loyalty incentives • Point-of-sale (POS) displays Coupons and Premiums • Coupons can backfire by creating consumer expectations of discounts. • Premiums, given away or included with a purchase, can get your message out inexpensively. • Make sure the increase in sales is better than the cost of the promotion. Estimate your redemption rate. Summary Good publicity is gained through skillful public relations, and by having a quality product. Use sales promotions to gain positive publicity for your product or service. Learn how to deal with the press, and your public relations will be effective. Chapter 13 Week 4 Internet Marketing Digital Possibilities • Create a Web newsletter. • Compile a mailing list of e-mail addresses for your customers. • Track your visibility on search engines. • Do live Webcasts of marketing or sales events to reach a broader audience. Marketing Domains • Consumer Business totoConsumer Business (C2B) (B2C) – Websites Feedback forms – Priceline.com E-mail • Consumer Business totoBusiness Consumer (B2B) (C2C) – – – eBay 5 percent of advertising budgets for B2B About marketers. Blogs Chat rooms E-Marketing Tools • Banner ad: An ad that appears on a major Web site or service. • Key term: A word people use in searching for Web sites, to which you can pay to have your message linked. • Pop-ups: Promotional windows that open, usually when you’re leaving a site. Your Web Site Your online marketing goals are to: • Design a good Web site that’s user friendly and engaging. • Attract traffic to your site by making the site easy to find and current. Your Web Site • Choose your Web designer carefully. • Design your site for maximum stickiness, so users keep coming back. • Change your content often. • Solicit feedback from visitors. • Offer promotions on your home page. • Offer useful information on the site. Your Web Site Chatrooms and Webcasts allow your customers to get involved. Your Web Site A good Web or domain address will be: • Unique: not easily confused with others. • Memorable: easy to remember. • Related to your business or brand: relevant to your product or service. Search Engines • You can purchase visibility on search engines. • Keep track of your clicks and visitors. • Learn to interpret click rate statistics. Netiquette • Follow the federal laws regarding spam. • Don’t send e-mails to people who aren’t your customers. • Allow customers to opt out of email lists. • You’ll lose customers quickly by irritating them. E-Mail Marketing • Keep e-mail lists current. • Allow people to respond to your email. Use your company’s name. • Don’t use deceptive subject lines. • Respect people’s privacy. Controversial Practices • Spyware and Adware. Computer code that goes into personal computers and collects information about their users, mainly for marketing purposes. • Tracking cookies are small text files that Web-site operators and thirdparty advertisers place on a user’s computer. • Anti-spyware and pop-up blockers are used to de-activate these tools. Keep yourself current on the law. Publishing E-zines and Blogs Reasons to publish online: • It increases sales of your product or service. • It establishes you or your company as an expert in your industry. • It is an effective promotional vehicle for your business with minimal overhead costs. • It gives you a list of people you can sell to or test promotions with. • It can help you gain advertising revenue by selling ads to other companies. Summary The Internet has opened up a new world of possibilities for the savvy marketer. Put up a Web site, and consider allocating some of your marketing budget for Internet activities such as Webcasts and promotions. Make your Web site useful and easy to use.
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