Transcript What public relations/publicity activities should I do?

The Marketing Plan
Consists of 4 strategies
•Product
•Place
•Price
•Promotion
Promotional Strategy
Pre-opening Plan
• Establish positive image
• Image – beliefs, ideas, impressions
people have about your business
• Timing – start about 6 weeks prior to
opening, then intensify . . .let people
know your business is coming.
• Grand opening
Ongoing Promotional Plan
• Pre-selling – influencing potential
customers to buy be contact is made
• Explain features and benefits of
products
• Communicate sales information
• Answer questions and concerns
• Introduce new goods or services
• Seasonal or quarterly to begin with
Promotional Plan Format
• Campaign – related promotional
activities with similar themes
• Develop a campaign theme
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Returning characters
Grand opening
Back to school
Summer/vacation
Valentine’s Day
Specifics of format
• Brief description
• Media placement (TV, coupon, press
release etc.)
• Dates to run
• Number of runs, copies or items
• Costs
• Rationale - How it fits with your
business goals
In developing your
promotional strategy, you
should consider…
• Target Market – may have to
refocus
• Budget – may increase at times
when your product is more in
demand
• Promotional Mix
Promotional Mix
• Advertising
• Public Relations/Publicity
• Personal Selling
• Sales Promotion
Advertising
Paid presentation of ideas, goods
or services directed toward a mass
audience by an identified sponsor.
Types of Advertising –
each
medium has own benefits and drawbacks
• Broadcast
– Television
– Radio
– Internet
• Specialty
– Giveaways
– Hats,
pens, mugs
• Print
– Newspaper
– Magazine
– Direct Mail
– Outdoor
– Directory
– Transit
Promotional Mix
• Advertising
• Public Relations/Publicity
• Personal Selling
• Sales Promotion
Publicity
Placement of newsworthy items
about a company or product in the
media
Publicity Activities
• News releases – brief newsworthy
stories sent to the media
• Write feature articles of interest
to your target market
• Submit captioned photos
• Schedule press conferences
• Seek interviews
Public Relations
Activities designed to create goodwill
toward a business. Can be donation of
money to charities or equipment to a
school.
Examples of Public Relations
• Avon Walk for the Cure
• Ronald McDonald House
• Community Relations
• Business sponsorships of DECA
or FBLA
+ Publicity/Public Relations •
•
•
•
Disadvantages
Advantages
Free
• No control
More credible • Can be negative
Tax deductible
to business
Easy to do
Promotional Mix
• Advertising
• Public Relations/Publicity
• Sales Promotion
• Personal Selling
Sales Promotion
Use of incentives or activities
to stimulate traffic or sales
Types of Sales Promotion
• Visual merchandising – displays
• Sweepstakes and contests
• Premiums – “freebies” with
purchase – includes coupons
• Rebates – money back after
purchase
• Free samples
Promotional Mix
• Advertising
• Public Relations/Publicity
• Sales Promotion
• Personal Selling
Personal Selling
•Verbal presentations to
one or more potential
buyers with the intent of
making a sale.
•Designed to “close” the
sale after the others
have attracted the
customer
Promotional Decisions
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Keep your TARGET MARKET in mind
What’s my message or theme?
What kind of media should I use?
What public relations/publicity activities
should I do?
• What sales promotion devices are
appropriate?
• Will I use personal selling? How?
• How will these activities be coordinated?
Cost our promotional activities
• Determine the costs you anticipate.
• Get rates from the media you expect to use.
• Publicity costs nothing; however, the event will
most likely cost something.
Carry out plan
• Do it yourself
– Desktop publishing
– Radio commercials
• Getting help
– Professional marketing firms
• Fee varies
– Media (can have departments to help you)
– Manufacturer’s and suppliers (cooperative advertising) can
help you with costs
– Agencies
Possible Promotional Changes
• Make the most of your advertising dollars
– Pretests – find out what the target customer thinks
before you complete the campaign
• Capitalize on publicity opportunities
– Sponsor a community team
• Stimulate sales
– Promotions, discounts, premiums, etc.
Revise strategy as needed
• Quarterly or semiannual review
–Acquire sales forecasts for the next
period
–Arrive at your promotional budget
–Decide on revised promotional mix
• Be consistent with your marketing
objectives and strategies.
Assignments
• Don’t forget to find the
PR article for Thursday.
• Promotional mix is due
on Tuesday.
• Bring in a premium that
you or a family member
has received; be prepared
to discuss if it had an
impact on your purchase
decisions.
Review for quiz
• Be sure you know the key terms.
• Can you explain why pre-opening and ongoing
promotions are important?
• Can you tell the difference between advertising
and publicity?
• Can you list various methods of advertising
media? Why are each important?