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E5-E5 TELECOM

Marketing Promotions

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AGENDA

Define Promotional Marketing

Understand elements of promotion mix

Explain the Advertising, Planning for advertising

Describe Public Relations (PR)

Describe Personal Selling and its Process

Explain Sales promotion and popular sales

promotions activities

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Promotional Marketing

Promotional marketing is a business marketing

strategy designed to stimulate a customer to take

action towards a buying

Above the Line Promotion

Below the Line Promotion

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Promotional Push and Pull

Strategies

Push: A “push” promotional strategy makes use of

a company's sales force and trade promotion

activities to create consumer demand for a product

Pull: A “pull” selling strategy is one that requires

high spending on advertising and consumer

promotion to build up consumer demand for a

product

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PROMOTION MIX

Advertising

Public Relation

Personal Selling

Sales Promotion

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ADVERTISING MEDIA

Outdoor (Posters or transport)

New Media Internet - websites and search engines

Newspapers (Local and National)

Television

Magazines

Radio, Cinema, and Others

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Planning for Advertising

Who is the potential TARGET AUDIENCE of the advert?

WHAT do I wish to communicate to this target audience?

Why is this message so IMPORTANT to them?

What is the BEST MEDIUM for this message to take (see

some of the possible media above)?

What would be the most appropriate TIMING?

What RESOURCES will the advertising campaign need?

How do we CONTROL our advertising and monitor success?

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PUBLIC RELATION

Public Relations (PR) are any purposeful

communications between an organisation and its

publics that aim to generate goodwill. Publics, put

simply, are its stakeholders

Interviews and photo-calls

Speeches, presentations and speech writing

Corporate literature e.g. financial reports

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PESONAL SELLING

occurs where an individual salesperson sells a

product, service or solution to a client

Use fewer resources, pricing is often negotiated.

Products tend to be fairly complex (e.g. financial services or new

cars).

There is some contact between buyer and seller after the sale so

that an ongoing relationship is built.

Client/prospects need specific information.

The purchase tends to involve large sums of money.

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FIVE STAGES OF PERSONAL

SELLING

Prospecting

Making first contact

The sales call.

Objection handling

Closing the sale

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SALES PROMOTION

Sales Promotion: Sales promotion describes promotional methods

using special short-term techniques to persuade members of a target

market to respond or undertake certain activity

Objectives:

Building Product Awareness

Creating Interest

Providing Information

Stimulating Demand

Reinforcing the Brand

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TYPES OF SALES PROMOTION

Consumer Market Directed

Trade Market Directed

Business-to-Business Market Directed

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MERITS/DEMERITS

of

PROMOTIONAL MIX

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ADVERTISING

Merits

Good for building

awareness

Effective at reaching a

wide audience

Repetition of main brand

and product positioning

helps build customer trust

Demerits

Impersonal - cannot

answer all a customer's

questions

Not good at getting

customers to make a final

purchasing decision

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PERSONAL SELLING

Merits

Highly interactive - lots of

communication between the

buyer and seller

Excellent for

communicating complex /

detailed product

Demerits

Costly - employing a sales

force has many hidden

costs in addition to wages

Not suitable if there are

thousands of important

buyers

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SALES PROMOTION

Merits

Can stimulate quick

increases in sales by

targeting promotional

incentives on particular

products

Good short term tactical

tool

Demerits

If used over the long-term,

customers may get used to

the effect

Too much promotion may

damage the brand image

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PUBLICITY

Merits

Often seen as more "credible" -

since the message seems to be

coming from a third party (e.g.

magazine, newspaper)

Cheap way of reaching many

customers - if the publicity is

achieved through the right media

Demerits

Risk of losing control - cannot

always control what other people

write or say about your product

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SUM UP

Various promotional methods are available to the

marketer

Each promotional method has its own merits and

demerits

Success depends on selection of appropriate mix

of these variables

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