Transcript PROMOTION Market Communication

PROMOTION
Market Communication
Market Communication
• Goal : effective messages
• Multiple objectives :
– Awareness, preference, action
– End users, intermediaries, “others”
• Multiple attacks :
– Mass vs. targeted
– Alternative media
Market Communication
Alternative Objectives
• Create awareness
• Establish product superiority
• Indicate where to buy
• Reinforce purchase decision
• Suggest follow-ons
Market Communication
Alternative Media
• Advertising
• Public Relations
• In-store merchandising
• Direct Marketing
Market Communication
Direct Marketing
• Extreme segmentation
– Small groups & 1-on-1
• Leveraged technology
– “800” phone service
– Massive databases
• Service-oriented
– Fast order to delivery
– Satisfaction guaranteed
Market Communication
Direct Marketing - Issues
• Service requirements
– People + infrastructure
• Partnership dependent
– Highly sensitive supply chain
• Surprisingly easy entry
– Uneven performance & ethics
Trend : Test marketing & self-funding ads
Market Communication
In-Store Merchandising
• Goal : “moment of truth” message
• Multiple related formats
…Packaging
…Displays
…Signage
• Very difficult logistics
…Multi-site consistency
…Maintenance
Clear advantage to direct suppliers
Market Communication
Public Relations
• Goal : “free” exposure “in context”
• Requires some newsworthiness
…Hurdle suprisingly low
• Frequent use of celebrities
…High visibility
…Easy placement
…“Halo” effect
…Risky business
Market Communication
Public Relations - KFS
• Clear objectives & targets
• Intense proactivity
• Turnkey packages
• Measured performance
• Aggressive remediation
Market Communications
Advertising
• How much ?
• What message ?
• Which media ?
• When ?
Market Communications
Advertising - How much ?
• Affordability ($$$ or % sales)
• Sustained trend (tradition)
• Competitive reference
(“Share of Voice”)
• Task and method
– Bottoms up approach
– Reach & frequency (GRP)
Market Communications
Advertising - Share of Voice
Market Communications
Advertising - Where ?
• Media
– Electronic (TV. radio)
– Print (Magazines, newspapers)
– “Alternative” (Context placements)
• Buying Options
– National / network
– Local / spot
– Up-front / “remnant”
Trend : targeting … Tendency : ego
Market Communications
Advertising - When ?
• Sustained, on-going
• “Flighting”
• Seasonal “pulsing”
Opinion : discontinuity breeds forgetfulness, fast !
Market Communications
Advertising - KFS
• Don’t underspend
…Critical thresholds, continuity
…Rule of 3X
• Tailor message to audience
…Consumer perceptions !
• Match media to objectives
…Caution : ego-driven business
• Look for market inefficiencies
…New media & “value” buys