Monday, November 27, 2006

Promotion

Promotional mix includes 4 factors: sales promotion, public relation, advertising and personal selling.

Sales promotion

Non-personal promotional efforts that have immediate impact on sales. Examples include: discounts, contests, coupons, free samples, incentives and rebates

Public Relations

Def: Art of managing communication between an organization and its key publics to build, manage and sustain a positive image.

Method used: ROSIE ( Research, Objectives, Strategies, Implementation and Evaluation)

Tools used: press releases, brochures, Web sites, media packs, video news releases, news conferences and in-house publications.

Personal sales

The successful questioning to understand a customer's goal, the further creation of a valuable solution by communicating the necessary information that encourages a buyer to achieve his goal at an economic cost is the responsibility of the sales person or the sales engine

Form of sales: - direct( face to face eg door to door, retail)
- indirect( human mediated but indirect contact eg telephone)
- electronic( B2B or B2C)

Qualities of a good salesperson: Humble, Outgoing, Sincere, Honest, and Tenacious

Advertising

Drawing public attention to goods and services by promois performed through a variety of media.

Media: various paid or free advertising

Sunday, November 26, 2006

Create a one voice organization

Factual


Emotional


Symbolic

5 important components to the thinking process

Facts

Feelings

Images(most crucial)

Attentiveness

Logical structure

TNT, a cable network pick that one message: DRAMA

Making a promise that people can identify with(focus) " You can stand for anything, but not everything'

First in the category, not a me too( unique)

Be something you can live up to( your strength)

Be consumer relevent(hit your attractive target audience and advertisers can target with)

Brand Loyalty and Evangelism Marketing

Def: Consumer's commitment to repurchase the brand demonstrated by repeat buying of a product or service or positive behaviors such as word of mouth

True Brand loyalty implies that consumer is willing to put their own desires in the interest of the brand.

Evangelism marketing is an advanced form of word of mouth marketing in
which companies develop customers who believe so strongly in a particular product or service that they freely try to convince others to buy and use it. The customers become voluntary advocates, actively spreading the word on behalf of the company.

Creating customer Evangelism

1. Customer plus-delta (Continuously gather customer feedback)


2. Napsterize knowledge (Freely share your knowledge)


3. Build the buzz (Create intelligent word-of-mouth networks)


4. Create community (Encourage communities of customers to meet and share)