Transcript Advertising and Promotion

Michael J. Best
May 18, 2005
What is ‘Top of Mind’ Awareness
‘Top of Mind’ Awareness is owning the space
that your product or service occupies
between your potential customer’s ears.
That way, when they’re ready to buy, they
think of your product first.
Creating ‘Top of Mind’ Awareness
Today’s Consumers Have Changed
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They’re skeptical
They’re cautious
They’re tired of selling and sales pressure
They’re busy
They’re confused
Maintaining ‘Top of Mind’ Awareness
 Get in at the beginning of the consumer’s
decision making process, when the consumer
is gathering facts relating to her/his problem
or need.
 Stay There
 Keep in touch through the mail, phone, email.
 Identify your best prospects
Identifying Your Best Prospects
Your best prospects are always:
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Your current best customers, and
Other people that look like them.
‘Top of Mind’ Awareness
(a Georgia Case)
Vidalia Onions
 Awareness - Recalled advertising for Vidalia Onions
 Yes
13.5%
 No
81.2%
 Other
5.2%
 Where Ad was seen
 TV Ad/Promotion
 Newspaper Insert
 In-Store Display
 In-Store Feature Ad
 Radio Ad
 Other
27.1%
26.4%
16.5%
4.3%
3.3%
13.5%
Favorite Sweet Onion
 America’s favorite sweet onion

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Vidalia
Walla Walla
Texas 1015
Maui
Other
63.1%
6.3%
5.0%
2.8%
4.5%
 Resulted in new tag line emphasizing
“America’s Favorite Sweet Onion.”
Top of Mind Perceptions
 Perceptions of Vidalia Onions
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

Sweet
Taste/flavor
Food Related
Onion Rings
Georgia
Onion Rings
Freshness
Mild
Other
30.0%
17.5%
8.8%
7.5%
6.3%
3.8%
3.8%
2.5%
20.0%
Keeping Your Product in the “Top of
Mind’ of Your Customers
 Advertising – Delivers
information
 Promotion – Involves
generating consumer response
 Publicity – inexpensive or free
advertising
Advertising
 Newspaper
 Radio
 Television
 Direct Mail
 Outdoor or Billboard
 Internet
What Advertising Can Do
 Remind customers and prospects about the
benefits of your product or service
 Establish and maintain your distinct identity
 Enhance your reputation
 Encourage existing customers to buy more of
what you sell
 Attract new customers
 Slowly build sales to boost your bottom line
 Promote your business to customers,
investors and others
What Advertising Can’t Do
 Create an instant customer base
 Cause an immediate sharp increase in sales
 Solve cash flow or profit problems
 Substitute for poor or indifferent customer
service
 Sell useless or unwanted products or
services
Newspaper
Advantages
Disadvantages
 Broad mkt coverage
 Inconsistent reproduction
 Immediate
 One day life span
 Short lead time
 Limited demographics
 Flexible ad size
 “Lost in the Crowd”
 Visibility of product
 Lack of movement & sound
 Color
 Use of coupons
 People believe what they
read!
Radio
Advantages
Disadvantages
 Demographic selection
 Restrictive message length
 High frequency
 Need for repetition
 Immediate
 Short recall factor
 Sound reinforcement
 Cluttered placement
 Quick flexibility
Television

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Video removed for presentation on the web.
Advantages
Use of sight, sound, motion, &
color
Mass coverage
Immediate
Demographic selection
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Disadvantages
Short exposure
Expensive production
Expensive to air
Cluttered placement
Viewing time drops as income
increases
Direct Mail
Advantages
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Demographic selection
Unlimited message length
Consistent reproduction
Direct response by order or coupon
Direct Mail
Disadvantages
 Expensive
 Difficult to obtain “pure” mailing lists
 Long lead time
 Negative reaction to junk mail
Outdoor
Advantages
 Reaches large audience
 Long-term exposure
 Color & graphics
 Forms include billboards,
posters, illuminated signs,
moving vehicle signs, bench
ads
Disadvantages
 Limited message length
 Expensive to produce & place
 Difficult to obtain the best
locations
 Legal restrictions for use
Examples of Advertising Costs and
Exposure in Southeast Georgia
Media
Company
Cost
Exposure
Radio
WSKX-FM
Savannah
$14.00 30 Sec
Spot; 6-10 am
676,481 persons
Newspaper
Metropolitan
Newspaper
$52.50 per sq.
In. per week in
Travel section
250,000 persons on
Sunday
Television
ABC Savannah
$15 - $120 for a
15 Sec. Rotating
spot
Dependant on
Time- slot
Outdoor
Lamar Bill board
$500-7,500 per
month
Dependent on
location
Direct Mail
Your business
$1.68/Contact
Limited to mailing
list
Reaching Consumers
How “best” to reach consumers
 Newspaper Insert
30.5%
 In-Store Display
22.1%
 In-Store Promotion
15.8%
 TV ad/promotion
2.8%
 In-Store Feature AD
2.7%
 Radio Advertising
0.2%
 Other
19.4%
Know Who Your Target Market Is
 Where and when does my target market look
for information?
 What is the most effective means of reaching
my target market?
i.e., television, radio, print material, etc..
 What type of packaging are they expecting?
Promotion
Promotional Technique Effectiveness
Ratings
Product Promotion -- Packaging
 Have a beautiful product, including jar and
label
 Use expensive beautiful glass
 Go to trade shows to show product as well as
find out what the competition is doing
 Make your product presentation count-90%of
the purchases of niche products is based on
product presentation.
Packaging
 First Line of Promotion is Product Packaging
and is your silent salesperson
 Evaluate your target market and create a
package that is consistent with their
expectations- i,e. single jar or 3-pack,
 Packaging should reflect a product’s desired
personality (Tennessee Toe Jam)
 Packaging Considerations (size, plastic glass,
dressy)
 Selling a 8 oz. Jar of Jelly for $6.95, it needs
to be packaged accordingly
Packaging Examples
Hot Sauce Packaging Examples
$6.29 (5 oz)
$6.95 (5 oz)
$7.59 (4 oz)
Jams and Jelly Packaging Examples
$4.50 (16 oz)
$5.25 (10 oz)
$5.00 (9.9 oz)
Signage Is Also Important
 Information that should be included on your
sign:
 Location
 Business hours
 Special Promotions
 Seasonal Products
 Other attractions
 Sign should reflect the stands personality
Signage Examples
Publicity
 Newspaper or Magazine Articles
 News Reports
“Adding Value to Georgia’s Agricultural Economy Through Research
and Extension”
www.caed.uga.edu
College of Agricultural & Environmental Sciences
The University of Georgia