Transcript SEM_12.1_The SEM Marketing Plan

Marketing Plans
Created By Memory Reed - 2010
Promoting Your Products
· Promotion – communicating with a
customer through advertising, publicity,
sales promotion, or personal selling
· Promotion is directly linked to a
company’s image
· Image – how a company wants the
public to see it
Focusing The Ads
 You must decide who will be the targeted
customer
 Marketing research provides information
about the target group
 Demographics provide data about the
targeted group
Focusing The Ads
 People born after 1979 form a demographic
group called the Millennial
 Millennial are named because they will come of
age in the 21st century
 There are 70.2 million millennial – more than the
baby boomers at their peak
Focusing The Ads
 They will attract much attention because of the
size of the potential market
 This group is also a more culturally diverse and
ethnically diverse group than the baby boomers
 The millennial will be the focus of marketing
throughout their life time
 The millennial will challenge marketing decisions
with their diversity
Media Choices
· After you decide your audience:
· Design your message and determine the media you will use
to deliver it to your customer
· The most common media are:
· The internet
· Print (newspapers, magazines, billboards)
· Broadcast (television and radio)
The Ratings
· Program ratings drive the price the ads can
bring
· If a show ends up with a lower rating than
anticipated, the channel provides other
advertising time in other time slots
The Ratings
· Disney signed a 600 million deal with the
national hockey league
· They did this despite low ratings because hockey
draws the highest concentration of young upscale
viewers than any other television sport
The Ratings
· Disney hopes to draw advertisers to this group
who will help pay for the cost of the time
committed to by Disney
The Rest Of Promotion
· Although advertising plays a major role in
promotion there are other categories of marketing
needed to finish the job
· These are: publicity, sales promotion, and
personal selling
· All four categories team together into a
promotional mix tailored to the item being
promoted
Publicity
· Sponsoring an event and getting a company’s
name in front of the public is a method of
promotion called publicity.
· The sponsors of an event count on getting
positive publicity from the event
Sales Promotion
· Any action or communication that encourages a
consumer to buy a product
· An example is when a baseball team gives away
baseball caps to each child attending the game with an
adult.
· The giveaway is a direct incentive for the adult to purchase at
least 2 tickets to the game
· Sales promotion items are also referred to as specialty
advertising items
Personal Selling
· An in person face to face communication
between a seller and a customer
· Corporations are major clients for sports
events frequently buying hugh blocks of tickets
or permanently leasing special luxury seating
Marketing Research
· Mass marketing – strategies for reaching broad
groups of people
· Market research – the process of determining
what customers want
· There are 5 steps in the scientific method of
marketing research
The Scientific Method Of
Marketing Research
1)
2)
3)
4)
5)
Define the problem
Analyze the situation
Develop the process for collecting data
Collect, organize, and analyze the data
Determine a solution to the problem
Data Mining
· Digging up the data needed to make
decisions