Below the line Promotion
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Transcript Below the line Promotion
Below the line Promotion
Promotion that does NOT depend
on media.
Direct Marketing
Sending info by post, telephone or email.
Can be unpopular, but is effective.
Can target market effectively.
Exhibitions and Trade Fairs
Chance to show how products works
(important for technical products).
Helps to gauge consumer reaction before a
new product launch.
Helps international marketing.
Can attract press coverage.
Chance to see competitors.
Enables potential customers to asks
questions.
Sales promotions: Short term
boosts!
Coupons & loyalty cards
Competitions
Endorsements
Product Placement
Free Gifts
Credit Terms
Benefits of Sales Promotions
Can help to launch a new product, or as an
extension strategy.
Encourage people to sample products.
Customers feel that they have been rewarded,
and become loyal as a result.
Customers identify products with things they
like (Nike & Tiger Woods).
Rewards cards can give feedback on
customer spending.
Branding
A name, design, logo or other feature
that enables consumers to identify a
particular product, and differentiates it
from competitors.
Brands can be legally protected by
trademarks.
Merchandising
Influencing consumers at the point of
sale.
Displays
Store layouts
Lighting and smells.
Packaging
Must protect the product
Must be convenient for consumers and
distributors
Should be well-designed.
Should include important information.
Can be environmentally friendly.
Personal Selling
Using personal contact to help sell a
product.
Can be done in person or by phone.
Enables personal attention to be given to
customer needs.
Note – Can be expensive, and many
consumers dislike cold-calling.
Public Relations.
Improving sales by managing the image
of the business and its products.
Newspaper stories are free and may be
taken more seriously by consumers.
Press conferences and press releases
can be arranged by the business.
Can be a very low cost form of
promotion.
Public Relations cont’d
PR managers can help to manage
adverse news stories too (eg a chemical
leak, or product recall).
Charitable donations help a firm’s image.
Sponsorship of events can help publicise
a business.
Company visits can help improve
relations with the local community.