Transcript Marketing Services

Marketing Services
MarCom
Marketing Services
 Most Marketing Services relate to
Marketing Communications
 “MarCom” - Umbrella term
As marketers grow
 New ways to market brands, and…
 New sources of career opportunities
Marketing Services
 Sales Promotion
 Direct Marketing
 Public Relations
 Media Buying Services
 Marketing Research
Introduction to MRI
 Event Marketing
 Promotional Products
The World of
Sales Promotion
 Two Types of Sales Promotion
 “Push” Trade Promotion
 “Pull” Consumer Promotion
 Both emphasize Short-Term Sales
 Two Types of Incentives
 Cost Less - Savings
 Get More - “Added Value”
 More Product (Bonus Pack)
 A Prize (Sweepstakes)
 Something else (A Premium)
Trade Promotions
 Point-of-sale
Trade Promotions
 Point-of-sale
 Dealer contests
 Merchandising the
advertising
 Deals and allowances
 Co-op advertising
Consumer Promotions
 Coupons/FSIs (Free Standing Inserts)
 Contests, sweepstakes & games
Consumer Promotions
 Coupons/FSIs (Free Standing Inserts)
 Contests, sweepstakes & games
 Cents-off promotions
Consumer Promotions
 Coupons/FSIs (Free Standing Inserts)
 Contests, sweepstakes & games
 Cents-off promotions
 Premiums
Consumer Promotions
 Coupons/FSIs (Free Standing Inserts)
 Contests, sweepstakes & games
 Cents-off promotions
 Premiums
 Sampling
Consumer Promotions
 Coupons/FSIs (Free Standing Inserts)
 Contests, sweepstakes & games
 Cents-off promotions
 Premiums
 Sampling
 Rebates
Consumer Promotions
 Coupons/FSIs (Free Standing Inserts)
 Contests, sweepstakes & games
 Cents-off promotions
 Premiums
 Sampling
 Rebates
 Continuity
programs
Consumer Promotions
 Coupons/FSIs (Free Standing Inserts)
 Contests, sweepstakes & games
 Cents-off promotions
 Premiums
 Sampling
 Rebates
 Continuity
programs
The World of
Direct Marketing
 Direct marketing occurs when you buy
direct from a marketer:
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By returning a coupon
By calling an 800#
By responding to a mail solicitation
By shopping on the Internet
By responding to a telemarketer
who called you during dinner
Consumer Complaints About
Direct Marketing
Annoyance
 List removal option of DMA
 Privacy issues
 Who owns your information?
 Data technology raises new concerns
 Unscrupulous practices
The World of
Public Relations
 Marketing PR (MPR)
 Supports marketing efforts
 Corporate PR (CPR)
 Deals with broader range
of issues, from investor
relations to employee
communications
Product Publicity
Activities
 Press Releases (immediate news)
 Technical and Case History stories
 Feature stories
 Press Tours
 Press to Company
 Company to Press
Corporate PR Activities
(Non-Marketing Related PR)
 Investor Relations
 Employee Communications
 Government Relations (lobbying)
 Crisis Management (oil spills, etc.)
 Community Relations
 Advocacy Advertising (corporate point
of view on public issues)
The World of
Media Services
 Independent companies that plan/buy media time and
space for advertisers
 Originally, an alternative to the media department of
a full-service ad agency
 Evolved as media choices proliferated and media
planning/buying became more complicated
 Now mega-agencies have “unbundled” their media
departments to create competing media
planning/buying services
The World of
Marketing Research
 Two types of entities provide critical
marketing information:
 Internal Marketing Research Departments
 At the marketer
 At a full-service agency
 Outside Marketing Research Firms
Role of Internal Marketing
Research Department
 Analyze company sales data
 Provide short-term and long-term sales and
industry projections
 Determine what primary research studies
need to be carried out
 Select and hire outside research firms to
conduct surveys and provide other
information
Types of Outside
Marketing Research Firms
 Limited-service Research Suppliers
 These supply a specific type of data, often to all
major marketers.
 Syndicated Research (Nielsen, MRI)
 Standardized Research (Gallup & Robinson ad
recall pre-testing studies)
 Full-service Research Suppliers
 Focus Groups and Surveys
 “Starting from scratch” research projects
Comprehensive demographic, lifestyle,
product usage and exposure to all forms of
advertising media
Leading U.S. supplier of multimedia audience
research
Conducts more than 26,000 personal
interviews with consumers annually
MRI Reporter - The Park Library
MRI Example
Pets - Spring 2000
Pets: Ownership Of
Own Dog(s)
Report Base: Female Homemakers
base
Women 90287
18-24
25-34
35-44
45-54
55-64
65+
7610
17961
20945
16386
10675
16710
proj pct_down pct_acrs indx
26982
100
29.9 100
1426
5946
7752
6200
2983
2674
5.3
22.0
28.7
23.0
11.1
9.9
18.7
33.1
37.0
37.8
27.9
16.0
63
111
124
127
93
54
base
Women 90287
18-24
25-34
35-44
45-54
55-64
65+
7610
17961
20945
16386
10675
16710
base
Women 90287
18-24
25-34
35-44
45-54
55-64
65+
7610
17961
20945
16386
10675
16710
proj
26982
1426
5946
7752
6200
2983
2674
base
Women 90287
18-24
25-34
35-44
45-54
55-64
65+
7610
17961
20945
16386
10675
16710
proj pct_down
26982
100
1426
5946
7752
6200
2983
2674
5.3
22.0
28.7
23.0
11.1
9.9
base
Women 90287
18-24
25-34
35-44
45-54
55-64
65+
7610
17961
20945
16386
10675
16710
proj pct_down
26982
100
1426
5946
7752
6200
2983
2674
5.3 = 1426 / 26982
22.0
28.7 = 7752 / 26982
23.0
11.1 = 2983 / 26982
9.9
=1426 /7610
base
Women 90287
18-24
25-34
35-44
45-54
55-64
65+
7610
17961
20945
16386
10675
16710
proj pct_down pct_acrs
26982
100
29.9
1426
5946
7752
6200
2983
2674
5.3
22.0
28.7
23.0
11.1
9.9
18.7
33.1
37.0
37.8
27.9
16.0
=6200 /16386
=18.7 / 29.9
base
Women 90287
18-24
25-34
35-44
45-54
55-64
65+
7610
17961
20945
16386
10675
16710
proj pct_down pct_acrs indx
26982
100
29.9 100
1426
5946
7752
6200
2983
2674
5.3
22.0
28.7
23.0
11.1
9.9
18.7
33.1
37.0
37.8
27.9
16.0
=37.8 / 29.9
63
111
124
127
93
54
The World of
Event Marketing
 Sports sponsorship
The World of
Event Marketing
 Sports sponsorship
 Entertainment, tours, attractions
The World of
Event Marketing
 Sports sponsorship
 Entertainment, tours, attractions
 Festivals, fairs, annual events
 Causes
The World of
Event Marketing
 Sports sponsorship
 Entertainment, tours, attractions
 Festivals, fairs, annual events
 Causes
 The Arts
The World of
Event Marketing
 Provides opportunities for:
 Sampling of product
 Widespread publicity in media
 Unique connection w. target market
 Cause marketing:
 A special type of event marketing
 Example: Children’s Miracle Network
The World of
Promotional Products
 A $16 billion business
 Items with company
brand or logo on it
(pens, hats, key rings)
 Higher priced items
called “business gifts”
 Many uses:
 Sales lead generation, trade
shows, awareness building,
employee morale, etc.