Transcript institutional promotion

HOW WOULD YOU PROMOTE
THE SPIRIT BOX?
IMPLEMENTING AUTOMATED RETAIL: PROMOTION
PROMOTION
A communication process to inform, persuade or
remind customers about a product or service.
o One of the 5Ps of marketing
o One of the marketing functions
IMPLEMENTING AUTOMATED RETAIL: PROMOTION
TYPES OF PROMOTION
• Institutional Promotion
• Product Promotion
IMPLEMENTING AUTOMATED RETAIL: PROMOTION
INSTITUTIONAL PROMOTION
The promotional objective is to create a favorable
image of the business.
o The purpose is to build the brand of your company.
o Focuses on the image of the business.
IMPLEMENTING AUTOMATED RETAIL: PROMOTION
INSTITUTIONAL PROMOTION
IMPLEMENTING AUTOMATED RETAIL: PROMOTION
PRODUCT PROMOTION
The promotional objective is to convince potential
customers to buy a product; the promotional
emphasis is on the product itself—it’s features.
o The purpose is to drive increased sales of a specific
product or products resulting from that promotion.
IMPLEMENTING AUTOMATED RETAIL: PROMOTION
PRODUCT PROMOTION
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ACTIVITY
Categorize Promotion Ideas as Institutional
Promotion or Product Promotion
IMPLEMENTING AUTOMATED RETAIL: PROMOTION
PROMOTIONAL MIX
A combination of promotional methods or strategies.
• Elements or methods used in the promotional mix are:
o
o
o
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Advertising
Selling
Sales Promotion
Public Relations/Publicity
IMPLEMENTING AUTOMATED RETAIL: PROMOTION
ADVERTISING
Paid, non-personal communication to customers
and potential customers about a product or
business.
o Advertising is “one-way” communication that goes
out from the seller or business.
o Advertising can also be either product or
institutional.
IMPLEMENTING AUTOMATED RETAIL: PROMOTION
SELLING
The face to face, personal communication with
customers and potential customers about a
product or business.
o Selling has “two-way” communication:
• the seller explains the product AND
• engages the customer for feedback, which leads the
customer to a buying decision
IMPLEMENTING AUTOMATED RETAIL: PROMOTION
SALES PROMOTION
Strategies used by businesses to promote their
product or business and drive sales revenue that
doesn’t include advertising, selling and public
relations.
o Use of strategies such as coupons, BOGO, games,
contests, preferred customer cards
IMPLEMENTING AUTOMATED RETAIL: PROMOTION
PUBLICITY AND PR
Publicity: refers to obtaining media coverage about your
product or business.
o Accomplished by submitting press releases to media outlets about
something positive and newsworthy about your business or a new
product offering.
Public Relations: focuses on activities that will generate
goodwill such as community give-back programs.
o Engaging the customer or potential customer in “relationship building”
is a key objective of public relations.
IMPLEMENTING AUTOMATED RETAIL: PROMOTION
ACTIVITY
Develop a promotional plan for the SBE and
automated retail kiosk utilizing the promotional mix.
IMPLEMENTING AUTOMATED RETAIL: PROMOTION
QUIZ
Promotion and the Automated Kiosk
IMPLEMENTING AUTOMATED RETAIL: PROMOTION