Case Study A hotel chain wanted give its new in-house, full-service spa more exposure. The marketing department got together and decided to produce:1. A product promotion2. An institutional promotion

If you were in that meeting, describe what these two ideas might be. (on paper and keep- will re-visit later in this class)

Review…• What are the other “ingredients” that

promotion works with?• What is the GOAL of promotion?• What are the two categories of

promotion we have talked about and what does each do?

QUIZ….CHECK YOURSELF! (and your notes!!)

*be familiar with the TYPES of product promotion tools*

Objectives• TLW differentiate between product

and institutional promotion• TLW recommend the most

appropriate promotional tool(s) for a given situation and company

Essential Question

•How do companies most appropriately promote the products/services?

PROMOTIONAL TOOLS

product• Personal selling• Advertising• Sales promotion• Direct marketing

institutional• Public relations =

publicity = ???• News releases• Social media• Company website• Community relations• Charity involvement

1. Public relations• (PR) activities help an organization to

influence a target audience.• Publicity (FREE!!)– News releases- announcement -> media– Social media- opinions, customer contact

• Influence general opinion• Create favorable public image• Re-direct problem issues

Company Website• Is easy to find and navigate• Gives an abundance of information

to consumers and potential consumers

• Ben and Jerry's website

Community Relations• When an organization SHOWS and

PROVES an interest in the community it is in.

•Chik-Fil-A•D.A.R.E•Youth football sponsors

Charity Involvement• “Cause” Marketing• What does this mean?• Why does this matter?

Activity• Back to the massage therapist…• Come up with either a community relations

event OR a charity involvement event for this new business

• Include:• A news release for the event that includes all

the details (pg. 398 in text) (grammar!!)• One promotional advertisement/poster for

the event (where would it go?)

Developing the Promotional Mix